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Factors affecting customer satisfaction on online shopping holiday

Shian-Yang Tzeng (Cultural Creativity and Tourism School, Guangdong University of Finance and Economics, Guangdong, China)
Myriam Ertz (LaboNFC, University of Quebec in Chicoutimi, Saguenay, Canada)
Myung-Soo Jo (LaboNFC, Desautels Faculty of Management, McGill University, Montreal, Canada)
Emine Sarigöllü (LaboNFC, Desautels Faculty of Management, McGill University, Montreal, Canada)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 11 January 2021

Issue publication date: 12 May 2021

3432

Abstract

Purpose

Singles' Day (SD) in China is the world's biggest online shopping event while consumer dissatisfaction is also on the rise. Both theory and practice need sharper insights to foster consumer satisfaction, but such knowledge remains sparse in the literature. The current study addresses this void by assessing the effects of online and offline retail service features on consumer satisfaction with SD.

Design/methodology/approach

A two-phase survey was implemented before and after the SD online shopping holiday, with 594 participants in China. Respondents were randomly selected from unique proprietary databases of merchants in the top-five online product categories in China.

Findings

The findings show that information quality, product quality and savings improve, but product return worsens, customer satisfaction with the online shopping holiday. However, good after-sale service can ease the product return process thereby boosting customer satisfaction.

Originality/value

This paper addresses a research void by studying effectiveness of retail service features on consumer satisfaction with online shopping festivals.

Keywords

Citation

Tzeng, S.-Y., Ertz, M., Jo, M.-S. and Sarigöllü, E. (2021), "Factors affecting customer satisfaction on online shopping holiday", Marketing Intelligence & Planning, Vol. 39 No. 4, pp. 516-532. https://doi.org/10.1108/MIP-08-2020-0346

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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