Investigation to determine elements influencing customer's satisfaction in the B2C electronic retailing marketplaces
ISSN: 1450-2194
Article publication date: 16 December 2021
Issue publication date: 8 September 2023
Abstract
Purpose
Taking the perfect perspective of customers' satisfaction, this paper aims to investigate the elements affecting customer satisfaction in business-to-consumer (B2C) online retailing stores, which are divided into five non-monetary dimensions: trust, order fulfillment, website construction, excitement and interaction.
Design/methodology/approach
Due to distinguishing the suitability of the data, the authors used exploratory factor analysis (EFA). Next, the authors utilized confirmatory factor analysis (CFA) to check their validity. Then, the authors applied Cronbach's alpha to check the reliability of the elements. After that, the authors combined these five elements with structural equation modeling (SEM) to make a model. The authors also performed Friedman tests to prioritize the elements.
Findings
The results indicate that each element is undeniably significant and has an extraordinary impact on customers' satisfaction evaluation. Therefore, system providers and electronic retailers need to consider them on their websites to achieve marketing goals in the competitive online environments.
Originality/value
Electronic commerce has resulted in an essential change in B2C marketing, especially in the electronic retailing industry. Online suppliers need to satisfy their customers to receive competitive advantages and increase their income. The purpose of this study is to research the elements affecting customers' satisfaction in B2C online retailing stores.
Keywords
Citation
Ehsani, F. and Hosseini, M. (2023), "Investigation to determine elements influencing customer's satisfaction in the B2C electronic retailing marketplaces", EuroMed Journal of Business, Vol. 18 No. 3, pp. 321-344. https://doi.org/10.1108/EMJB-08-2021-0121
Publisher
:Emerald Publishing Limited
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