The Antecedents of customer satisfaction relating to attitude and loyalty towards online shopping : a case study in Guangzhou, China

Name: Hui, Zhang.

Organization : University of the Thai Chamber of Commerce.

keyword: Technological factors.

; Services factors.

; Product factors.

; Sales promotion.

; Customer loyalty.

; Online shopping.

Abstract: Online shopping has significantly increased throughout the world in recent years. Customer satisfaction, customer attitude and loyalty are the primary factors that could affect the development of online shopping. Online websites are able to structure strategies to meet the demands of online customers in order to see that consumer attitude and loyalty toward online shopping remains positive and specifically studies the factors that influence consumers to shop online. Therefore, this research aims to understand the mediation role of customer satisfaction in the causal relationship among 4 antecedents of customer satisfaction and customer attitude, and loyalty in the Chinese online shopping context. A total of 399 respondents from Guangzhou, China were chosen. This study has revealed the following factors: 1. Technological factors which will include security, convenience, website design and information quality. 2. Service factors which include customer service and delivery service. 3. Product factors consisting of product variety, product value and product customization. 4. Sales promotion with discounts and incentive programs. These are the key antecedents of customer satisfaction in the Chinese online shopping environment. The result of this study showed that the influences of technological factors, product factors, sales promotion toward customer attitude and loyalty were significantly mediated by customer satisfaction. In addition, customer satisfaction had a direct significant effect on customer attitude and an indirect significant effect on customer loyalty, while customer attitude had a direct and significant effect on customer loyalty in online shopping. This study represents a better understanding of not only what the factors affecting online consumers purchasing decisions are, but how important they are, and also provides an online retailer’s standpoint to effectively manage recommendations.

University of the Thai Chamber of Commerce. Central Library

Address: BANGKOK

Email: library@utcc.ac.th

Name: Sawaros Srisutto.

Role: University of the Thai Chamber of Commerce.

Created: 2015

Modified: 2017-04-04

Issued: 2017-04-04

วิทยานิพนธ์/Thesis

application/pdf

eng

DegreeName: Master of Bussiness Administration

Level: Master's Degree

Descipline: Business Administration

Grantor: University of the Thai Chamber of Commerce

©copyrights University of the Thai Chamber of Commerce

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