Determinants of Online Customer Satisfaction in an Emerging Market - a Mediator Role of Trust

• Autorzy: Nguyen Thi Tuyet Mai , Yoshi Takahashi , Nham Phong Tuan

Warianty tytułu

Determinanty satysfakcji klienta w Internecie na rynkach wschodzących - mediacyjna rola zaufania

• Języki publikacji: EN

Abstrakty

EN

Background. Customer satisfaction, in many cases affected by trust, is critical to the post-consumption intention and is regarded as the key success factor of sales in general and electronic commerce websites in particular. However few studies indicate clearly the determinants and especially their influential strengths on online customer satisfaction in emerging markets.
Research aims. This study investigates what factors determine customer satisfaction.
Methods. Conducted research is using data collected from 758 online customers in Vietnam, mostly young people.
Key findings. The particular contribution of these results shows that distributive fairness, customer interface quality, perceived security, perceived usefulness and trust are significant predictors of customer satisfaction; especially, the mediator role of trust is proved. (original abstract)

Tło badań. Satysfakcja klienta, w wielu przypadkach zależna od zaufania, jest kluczowa dla pokonsumpcyjnych zachowań kupujących i jest ogólnie postrzegana jako kluczowy czynnik sukcesu w sprzedaży, w szczególności w sprzedaży internetowej. Jednak nieliczne badania wyraźnie określają determinanty satysfakcji klientów (w szczególności silę wpływu poszczególnych czynników), w handlu elektronicznym na wschodzących rynkach.
Cele badań. Celem przeprowadzonych badań jest identyfikacja czynników determinujących satysfakcję klienta.
Metodyka. Przeprowadzone badania oparte są na analizie danych uzyskanych od 758 klientów sklepów internetowych w Wietnamie.
Kluczowe wnioski. Uzyskane rezultaty badań pokazują, że sprawiedliwość dystrybutywna, jakość interfejsu klienta, poczucie bezpieczeństwa, postrzegana użyteczność oraz zaufanie są istotnymi predyktorami satysfakcji klienta. W szczególności wykazana została mediacyjna rola zaufania. (abstrakt oryginalny)

Słowa kluczowe

EN

Internet; Trust; Customer satisfaction; e-commerce

PL

Internet; Zaufanie; Satysfakcja klienta; Handel elektroniczny

• Czasopismo: Współczesne Zarządzanie
• Rocznik: 2014
• Tom: 13
• Numer: nr 1
• Strony: 8--30

Twórcy

autor

Nguyen Thi Tuyet Mai

• Graduate School for International Development and Cooperation, Hiroshima University

autor

Yoshi Takahashi

• Graduate School for International Development and Cooperation, Hiroshima University

autor

Nham Phong Tuan

• Vietnam National University, Hanoi, Vietnam

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