Within this thesis, two popular subjects are combined: Customer satisfaction measurements and marketing research on the Internet.
The importance of customer satisfaction has gained considerable intention in the marketing literature. With increasing global competition, accelerating customer choice opportunities and demands, customer satisfaction has become a vital goal for the survival of the company. Individual countries as well as the European Union have recognized this importance and started to develop their own customer satisfaction indices in order to provide their companies with a standard benchmark within their industry and country.
Since its opening to private and commercial use in 1995, the Internet has been growing tremendously. Because of this growth, the new medium has also gained the interest of (marketing) researchers. While Internet marketing research is gaining popularity and studies concerning this subject are finally emerging on a larger scale, no specific investigations of customer satisfaction measurements on the Internet could be found. The problem statement to be answered within this thesis therefore is the following:
How can customer satisfaction measurements be realized on the Internet?
In order to find an answer to this question, a restriction has to be made because the satisfaction formation appears to be different for products and services. Due to the more advanced findings concerning the satisfaction formation with products as opposed to services, the satisfaction with products is investigated within this thesis.
Table of Contents
1. Introduction
1.1 Definition of Subject Matter and Problem Statement
1.2 Subquestions
1.3 Intended Academic and Practical Contribution
1.4 Chapter Conclusion
2. Customer Satisfaction Models
2.1 The Expectancy Disconfirmation Model
2.2 The Equity Theory
2.3 Ongoing Research
2.4 Chapter Conclusion
3. Customer Satisfaction Measurement
3.1 Measurement Approaches
3.1.1 Event-specific Methods
3.1.2 Attribute-specific Methods
3.1.3 Methods to assess Important Product Attributes
3.2 The Research Process
3.3 Chapter Conclusion
4. The Internet
4.1 Internet Services
4.2 Internet Research Methods
4.2.1 E-mail Surveys
4.2.1.1 Advantage and Disadvantages
4.2.2 WWW-Surveys
4.2.2.1 Advantages and Disadvantages
4.2.3 Online Focus Groups
4.2.3.1 Advantages and Disadvantages
4.3 Internet-specific Target Groups
4.3.1 Newsgroups and Mailinglists
4.3.1.1 Advantages and Disadvantages
4.3.2 Virtual Communities
4.3.2.1 (Potential) Advantages and Disadvantages
4.4 Chapter Conclusion
5. Customer Satisfaction Measurement on the Internet
5.1 Online Measurement of Derived Satisfaction
5.1.1 E-mail Surveys
5.1.2 WWW-Surveys
5.1.3 Comparability/Combination of Methods
5.2 The Online Measurement of Exceptional Experiences
5.3 Online Methods to Assess Important Product Attributes
5.3.1 In-Depth Interviews
5.4 ‘CS’ Research using Internet-specific Target Groups
5.4.1 Virtual Communities
5.5 The Online Research Process
5.5.1 The Decision-Making Framework
5.6 Chapter Conclusion
6. Online Customer Satisfaction Surveys In Practice
6.1 Methodological Considerations
6.1.1. Definition of the Population
6.1.2 Data Collection Method and Questionnaire Design
6.1.3 Sampling Frame
6.1.4 Sampling Procedure and Sampling Elements
6.1.5 Data Collection
6.2 Survey Results
6.2.1 Demographics
6.2.2 E-mail Surveys
6.2.2.1 Differences between Countries
6.2.2.2 Differences between Firm Sizes
6.2.3 WWW-Surveys
6.2.3.1 Differences between Countries
6.2.3.2 Differences between Firm Sizes
6.2.4 Online Methods to Assess Important Product Attributes
6.2.4.1 Differences between Countries
6.2.4.2 Differences between Firm Sizes
6.3 Chapter Conclusion
7. Conclusion
Objectives & Core Themes
This thesis investigates the research question: "How can customer satisfaction measurements be realized on the Internet?" By reconciling academic marketing theory with the practical constraints and capabilities of digital mediums, the work establishes a comprehensive decision-making framework for conducting online customer satisfaction surveys.
- Theoretical foundations of customer satisfaction models
- Comparative analysis of Internet research methods (E-mail vs. WWW surveys)
- Methodological requirements for representative online sampling
- Practical application and industry standards for online CS research
- Decision-making frameworks for selecting appropriate research tools
Excerpt from the Book
3.1 Measurement Approaches
Because its aim is to investigate a precisely specified problem and the statement of the degree to which customer satisfaction is present, a ‘CS’ investigation is a descriptive research (Churchill, 1995). Repeated measures (longitudinal analysis) on a regular basis are regarded as absolutely necessary because of the dynamic nature of customer demands and market characteristics as well as the company’s need to track the progress of its improvement actions (Homburg & Werner, 1996, Töpfer, 1996). The time frame chosen for repeat measurements will be determined by the frequency of repeat purchases and the substitution possibilities of the customer, as well as market dynamics, and the speed at which improvements of weak points can be conducted by the firm (Aaker et al., 1998, Töpfer, 1996).
In the literature, two methods of measuring customer satisfaction can be found: Objective methods and subjective methods.
Objective methods measure observable quantities that are independent of the investigator’s interpretation. Approaches include the analysis of sales turnover, market share, the degree of customer migration and the repurchase rate. However, these methods have two serious drawbacks: Firstly, their relation to customer satisfaction is not clarified theoretically; they are not included in the Expectancy Disconfirmation Model. Secondly, and related to the first point, it is also accepted throughout the literature that these methods are lacking validity (Töpfer, 1996, Lingenfelder & Schneider, 1991). Based on these insights, objective methods are not regarded as appropriate measurements within this thesis.
Summary of Chapters
1. Introduction: Introduces the research scope, defines the problem statement, and outlines the sub-questions and intended academic contributions.
2. Customer Satisfaction Models: Reviews the theoretical underpinnings of satisfaction research, focusing on the Expectancy Disconfirmation Model and Equity Theory.
3. Customer Satisfaction Measurement: Examines various measurement methodologies and the seven-step research process required for valid customer satisfaction investigations.
4. The Internet: Provides a technical and functional overview of Internet services and methods relevant to marketing research.
5. Customer Satisfaction Measurement on the Internet: Evaluates the suitability of digital methods for measuring derived satisfaction and exceptional experiences, culminating in a decision-making framework.
6. Online Customer Satisfaction Surveys In Practice: Presents the results of a survey among market research agencies to compare theoretical recommendations with real-world industry practices.
7. Conclusion: Summarizes the key findings and highlights the necessity for further research into the reliability of online survey methodologies.
Keywords
Customer Satisfaction, Internet, Marketing Research, Expectancy Disconfirmation Model, E-mail Surveys, WWW-Surveys, Online Research, Digital Methodology, Derived Satisfaction, Sampling Frame, Virtual Communities, Questionnaire Design, Online Focus Groups, Data Collection, Research Process
Frequently Asked Questions
What is the primary focus of this research?
This thesis examines the feasibility and methodology of measuring customer satisfaction using the Internet as the primary research medium.
Which theoretical model is considered the standard in this work?
The author adopts the Expectancy Disconfirmation Model as the underlying construct, as it provides a robust and empirically validated framework for product-related satisfaction.
What are the main research methods evaluated?
The study evaluates E-mail surveys, World Wide Web (WWW) surveys, and Online Focus Groups.
What is the core conclusion regarding survey methods?
While the Internet offers administrative speed and global reach, WWW-surveys are generally superior to E-mail for complex surveys, provided specific sampling conditions are met.
How is the gap between theory and practice addressed?
The author conducted a survey among marketing research agencies in English-speaking countries to identify if professional practices align with academic recommendations.
Why are online Focus Groups deemed problematic?
Due to the lack of a controlled laboratory environment and the moderator's inability to observe non-verbal cues or guarantee undivided attention, their results are currently considered unreliable.
What recommendation is given for E-mail survey consent?
E-mail surveys should strictly be sent only with prior explicit consent from customers within an existing business relationship to avoid negative perceptions related to spam.
Are Virtual Communities recommended for satisfaction surveys?
No; due to the high risk of biased, open discussions resulting from posting survey invitations in these environments, they are not currently suitable for representative research.
- Arbeit zitieren
- Katja Hofmeier (Autor:in), 1999, Customer Satisfaction Measurement on the Internet, München, GRIN Verlag, https://www.grin.com/document/185298
