Factors affecting customer satisfaction on online shopping holiday

Published: 24 March 2021

Authors: S-Y. Tzeng, M. Ertz, Myung-Soo Jo and Emine Sarigöllü

Publication: Marketing Intelligence and Planning, Forthcoming


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.


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