Chinese customer satisfaction survey of online shopping:a case study of Taobao
Yue, Liang (2012)
Yue, Liang
Laurea-ammattikorkeakoulu
2012
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2012101014330
https://urn.fi/URN:NBN:fi:amk-2012101014330
Tiivistelmä
The internet has become an increasingly important part of people’s daily life, work, study, entertainment and, in the form of electronic commerce, shopping. Electronic commerce is experiencing rapid growth in China. There are many successful business-to-business, business-to-customer and customer-to-customer online shopping companies in China. As a consequence, competition between vendors is intense and customer satisfaction is a necessary requirement for success.
The purpose of this thesis was to research the customer satisfaction of Chinese customers of an online shopping vendor. As the most successful electronic com-merce platform in China, Taobao Trade Co Ltd (Taobao) was chosen as the case company. The thesis was a quantitative study. A questionnaire with 20 questions was designed to collect data from Taobao’s online customers. The objectives of the research were to obtain information about the level of satisfaction of the customers of Taobao to identify the company’s strengths and weaknesses, and with a summary of the results to offer recommendations to the company for the im-provement of their services.
The theoretical background of this thesis provides an overview of theories of customer satisfaction, electronic commerce, and services quality. This section examines the way in which e-commerce is conducted in China, and provides a basis for the empirical study. Online and printed sources were used in the literature review.
Customer satisfaction is the key to the success of a company. The outcome of this thesis was to determine the current level of customer satisfaction of Taobao, the services which need to be improved for customers, and to conclude with recommendations for the company’s further development.
The thesis study resulted in several recommendations. Firstly, Taobao should improve their exchange and refund products services. Secondly, there are many poor quality commodities sold through Taobao, and this situation should be monitored by the company. Thirdly, the seller customer customer’s business costs have increased significantly since Taobao began to charge a higher services fee. Fourthly, Taobao offers a large range of products, which requires much effort from customers in order to locate a suitable product. Consequently, Taobao should improve their search engine. Fifthly, there are many inaccurate comments about product that Taobao should correct and supervise. Finally, Taobao should consolidate their security system since it is currently vulnerable to fraudsters that can steal customers’ accounts.
The purpose of this thesis was to research the customer satisfaction of Chinese customers of an online shopping vendor. As the most successful electronic com-merce platform in China, Taobao Trade Co Ltd (Taobao) was chosen as the case company. The thesis was a quantitative study. A questionnaire with 20 questions was designed to collect data from Taobao’s online customers. The objectives of the research were to obtain information about the level of satisfaction of the customers of Taobao to identify the company’s strengths and weaknesses, and with a summary of the results to offer recommendations to the company for the im-provement of their services.
The theoretical background of this thesis provides an overview of theories of customer satisfaction, electronic commerce, and services quality. This section examines the way in which e-commerce is conducted in China, and provides a basis for the empirical study. Online and printed sources were used in the literature review.
Customer satisfaction is the key to the success of a company. The outcome of this thesis was to determine the current level of customer satisfaction of Taobao, the services which need to be improved for customers, and to conclude with recommendations for the company’s further development.
The thesis study resulted in several recommendations. Firstly, Taobao should improve their exchange and refund products services. Secondly, there are many poor quality commodities sold through Taobao, and this situation should be monitored by the company. Thirdly, the seller customer customer’s business costs have increased significantly since Taobao began to charge a higher services fee. Fourthly, Taobao offers a large range of products, which requires much effort from customers in order to locate a suitable product. Consequently, Taobao should improve their search engine. Fifthly, there are many inaccurate comments about product that Taobao should correct and supervise. Finally, Taobao should consolidate their security system since it is currently vulnerable to fraudsters that can steal customers’ accounts.