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.
Inhaltsverzeichnis (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
- 4.2.2 WWW-Surveys
- 4.2.3 Online Focus Groups
- 4.3 Internet-specific Target Groups
- 4.3.1 Newsgroups and Mailinglists
- 4.3.2 Virtual Communities
- 4.4 Chapter Conclusion
- 5. Customer Satisfaction Measurement on the Internet
- 5.1 Online Measurement of Derived Satisfaction
- 5.2 The Online Measurement of Exceptional Experiences
- 5.3 Online Methods to Assess Important Product Attributes
- 5.4 'CS' Research using Internet-specific Target Groups
- 5.5 The Online Research Process
- 5.6 Chapter Conclusion
- 6. Online Customer Satisfaction Surveys In Practice
- 6.1 Methodological Considerations
- 6.2 Survey Results
- 6.3 Chapter Conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This study investigates methods for measuring customer satisfaction on the internet, utilizing the Expectancy Disconfirmation Model. It explores various research methodologies, assesses the suitability of different internet services for customer satisfaction research, and analyzes the practical application of these methods.
- Customer satisfaction measurement methodologies
- The applicability of the Expectancy Disconfirmation Model to online contexts
- Evaluation of various internet-based research methods (e.g., email surveys, WWW surveys)
- Analysis of the advantages and limitations of online customer satisfaction research
- Practical application and challenges of online customer satisfaction surveys.
Zusammenfassung der Kapitel (Chapter Summaries)
1. Introduction: This chapter introduces the subject matter, outlining the problem of measuring customer satisfaction online and defining the scope of the research. It also states the subquestions to be answered and the intended academic and practical contribution of the study.
2. Customer Satisfaction Models: This chapter explores existing customer satisfaction models, focusing primarily on the Expectancy Disconfirmation Model and the Equity Theory. It discusses their relevance to the research and highlights areas where further research is needed. The chapter lays the theoretical foundation for the subsequent investigation into practical measurement methods.
3. Customer Satisfaction Measurement: This chapter delves into the various approaches to measuring customer satisfaction, distinguishing between event-specific and attribute-specific methods. It details the research process involved in such measurements, outlining crucial steps and considerations for effective data collection and analysis. Different methods for assessing important product attributes are also compared and contrasted.
4. The Internet: This chapter provides an overview of internet services and research methods relevant to customer satisfaction studies. It examines the advantages and disadvantages of email surveys, WWW surveys, and online focus groups, carefully evaluating their suitability for this specific research purpose. It also discusses internet-specific target groups, such as newsgroups and virtual communities, and analyzes their potential for research.
5. Customer Satisfaction Measurement on the Internet: This chapter integrates the previous chapters by examining how the various customer satisfaction measurement methods can be applied using the internet. It discusses the online measurement of derived satisfaction using email and WWW surveys, addressing the comparability and combination of these approaches. It further explores how to measure exceptional experiences and assess important product attributes online, including the use of internet-specific target groups like virtual communities. The chapter concludes by outlining an online research process and a decision-making framework.
6. Online Customer Satisfaction Surveys In Practice: This chapter presents the results of a survey conducted among market research agencies, focusing on methodological considerations such as defining the population, data collection methods, sampling procedures, and questionnaire design. It analyzes the survey data, comparing results across different countries and firm sizes for email and WWW surveys, and methods to assess important product attributes. The chapter highlights the practical challenges and limitations encountered in conducting online customer satisfaction surveys.
Schlüsselwörter (Keywords)
Customer satisfaction, expectancy disconfirmation model, internet research methods, online surveys, email surveys, WWW surveys, focus groups, virtual communities, research methodology, data collection, sampling, market research.
Frequently Asked Questions: Measuring Customer Satisfaction on the Internet
What is the main topic of this study?
This study focuses on investigating and comparing effective methods for measuring customer satisfaction using the internet. It leverages the Expectancy Disconfirmation Model and explores various online research methodologies to assess their suitability and practical applications in customer satisfaction research.
What customer satisfaction models are discussed?
The study primarily focuses on the Expectancy Disconfirmation Model and the Equity Theory. It analyzes their relevance to online customer satisfaction measurement and highlights areas needing further research.
What are the key themes explored in this research?
Key themes include customer satisfaction measurement methodologies, the applicability of the Expectancy Disconfirmation Model to online contexts, evaluation of internet-based research methods (email surveys, WWW surveys, online focus groups), analysis of the advantages and limitations of online customer satisfaction research, and the practical application and challenges of online customer satisfaction surveys.
What internet-based research methods are evaluated?
The study evaluates the effectiveness and suitability of email surveys, WWW surveys, and online focus groups for measuring customer satisfaction. It analyzes their advantages and disadvantages in the context of online research.
What specific aspects of online customer satisfaction measurement are addressed?
The study examines the online measurement of derived satisfaction, the measurement of exceptional experiences, methods for assessing important product attributes online, and the use of internet-specific target groups (newsgroups and virtual communities) for customer satisfaction research.
What is the structure of the study?
The study is structured into six chapters: an introduction, a review of customer satisfaction models, an exploration of customer satisfaction measurement methods, an overview of internet services and research methods, an analysis of customer satisfaction measurement on the internet, and a practical application of online customer satisfaction surveys with real-world results and analysis.
What are the key findings or conclusions of the study (as summarized)?
The study's findings likely detail the effectiveness and limitations of different online customer satisfaction measurement methods. It probably offers practical recommendations for researchers and businesses looking to conduct effective online customer satisfaction surveys, highlighting challenges and best practices.
What are the key words associated with this study?
Key words include: Customer satisfaction, expectancy disconfirmation model, internet research methods, online surveys, email surveys, WWW surveys, focus groups, virtual communities, research methodology, data collection, sampling, and market research.
What is the intended contribution of this research?
The study aims to contribute both academically and practically. Academically, it advances the understanding of online customer satisfaction measurement. Practically, it provides guidelines and insights for businesses and researchers seeking to conduct effective and reliable online customer satisfaction surveys.
Where can I find more detailed information?
The provided text offers a detailed table of contents, chapter summaries, and key themes, allowing for a more in-depth understanding of the study's content. Access to the full research paper would offer a complete understanding of the study's methodology, data analysis, and detailed findings.
- Citar trabajo
- Katja Hofmeier (Autor), 1999, Customer Satisfaction Measurement on the Internet, Múnich, GRIN Verlag, https://www.grin.com/document/185298
