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ERIC Number: EJ1026879
Record Type: Journal
Publication Date: 2014
Pages: 11
Abstractor: As Provided
ISSN: ISSN-1547-9714
Using Research Case Studies in eCommerce Marketing Courses: Customer Satisfaction at Point-of-Purchase and Post-Purchase
Nawi, Noorshella Che; Fong, Michelle; Tatnall, Arthur
Journal of Information Technology Education: Research, v13 p15-25 2014
This paper describes a research case study of Internet apparel marketing by small businesses in Malaysia which can beneficially be included in postgraduate business courses for understanding the importance of measuring customer satisfaction at point-of-purchase and post-purchase in online purchases. The sample size in this research is 154 respondents in Malaysia who purchased apparel online and provided their satisfaction level at point-of-purchase and post-purchase stages. Seven-point Likert scale was used to measure the attitude of these respondents in regard to their customer satisfaction. Of the 154 respondents, 64 answered the surveys in Bahasa Melayu (the national language in Malaysia) while the remaining 90 answered in the English language. The case study shows that there are significant differences in all customer satisfaction items between point-of-purchase and post-purchase stages. The results are also different in these items when respondents were differentiated based on the language they used in answering the surveys. Hence, it is important to show students the need to take account of online post-purchase satisfaction as part of the cumulative experience of the online purchaser. Focusing primarily on point-of-purchase satisfaction could mislead an online retailer particularly if dissatisfaction arose in the aftermath of the purchase experience. In addition, examining customer satisfaction in terms of groups (such as language in this case study) could provide further insight into the significant differences between point-of-purchase and post-purchase in online purchase.
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Malaysia
Grant or Contract Numbers: N/A