Group buying customer satisfaction survey - a quantitative research study based on Chinese customers’ perspectives
Liu, Yu (2013)
Liu, Yu
Laurea-ammattikorkeakoulu
2013
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201304154404
https://urn.fi/URN:NBN:fi:amk-201304154404
Tiivistelmä
The group buying concept refers to the practice of customers collaborating in the bulk purchase of a product in order to obtain a discount from the seller. The concept was first introduced into China in 2010. Since then group buying websites have expe-rienced rapid growth, with group buying websites numbering, 1700 websites in 2011 in China alone. Although group buying websites were profitable, they still face a number of problems, which could affect their brand image and profitability, as cus-tomer satisfaction is fundamental to companies.
The purpose of this thesis project was to examine the level of satisfaction of Chinese customers who utilize group buying services and to investigate any factors which could have a negative effect on customer satisfaction level.
A quantitative research method was used in this research study through a survey conducted on 278 representative customers. The questionnaire included 20 questions and was designed to investigate the customers’ opinions of the group buying services. 278 participants participated in the survey, which resulted in 269 valid responses.
The results of this study revealed that the current customer satisfaction level of group buying websites is good. However, a number of problems are affect customer satisfaction. The group buying websites should pay attention when selecting retailers. When constructing their databases, group buying websites should be careful to build secure information systems, and use a third-party payment system in order to im-prove the security level. Finally, the group buying websites should improve the quali-ty of their customer service, as after sales service quality could improve customer satisfaction level and company image.
The purpose of this thesis project was to examine the level of satisfaction of Chinese customers who utilize group buying services and to investigate any factors which could have a negative effect on customer satisfaction level.
A quantitative research method was used in this research study through a survey conducted on 278 representative customers. The questionnaire included 20 questions and was designed to investigate the customers’ opinions of the group buying services. 278 participants participated in the survey, which resulted in 269 valid responses.
The results of this study revealed that the current customer satisfaction level of group buying websites is good. However, a number of problems are affect customer satisfaction. The group buying websites should pay attention when selecting retailers. When constructing their databases, group buying websites should be careful to build secure information systems, and use a third-party payment system in order to im-prove the security level. Finally, the group buying websites should improve the quali-ty of their customer service, as after sales service quality could improve customer satisfaction level and company image.