Customer Satisfaction Measurement on the Internet
- Art: Diplomarbeit
- Autor: Katja Hofmaier
- Abgabedatum: Mai 1999
- Umfang: 102 Seiten
- Dateigröße: 5,5 MB
- Note: 1,5
- Institution / Hochschule: Universiteit Maastricht Niederlande
- ISBN (eBook): 978-3-8324-1580-8
-
ISBN (Paperback) :
978-3-8324-1580-8 P - ISBN (CD) :978-3-8324-1580-8 CD
- Sprache: Englisch
- Prämierung:
- Arbeit zitieren: Hofmaier, Katja Mai 1999: Customer Satisfaction Measurement on the Internet, Hamburg: Diplomica Verlag
- Schlagworte: Research, World Wide Web, www
In den Warenkorb
38,00 €
Diplomarbeit von Katja Hofmaier
Abstract:
Based on the Expectancy Disconfirmation Model as the underlying construct, methods to measure customer satisfaction with products and the steps to be undertaken in the research process are investigated. The measurement of Derived Satisfaction using (dis)confirmation was found to be the appropriate approach to 'CS' measurement. The Critical Incidents Technique can be used to assess the influence of exceptional experiences and the customers' evaluation of value-added services. The method of Focus Group interviewing is most appropriate for the exploration of important product attributes with customers while In-Depth Interviews structure salespeople- and executive interviews. It was also shown that during the research process, several points specific to 'CS' measurements need to be accounted for.
The Internet services currently used by marketing and social researchers include E-mail, mailinglists, newsgroups, Internet Chat, the World Wide Web (WWW) and Virtual Worlds. Virtual Worlds, being most advantageous for observational studies, are not useful for customer satisfaction research. Virtual Communities, in turn, have some promising characteristics for future use. Internet research methods based on these services include E-mail surveys, WWW-surveys and online Focus Groups. Common advantages of E-mail- and WWW-surveys include administrative and response speed, cost savings and global reach of respondents. Their greatest common disadvantage is the non-representativeness of the respondents for the larger population as well as their self-selection. Unless access is restricted to a known population, probability sampling is impossible when using the World Wide Web. Because of its serious disadvantages, the use of online Focus Groups is not (yet) advisable.
Based on these insights, the Internet was found to be an advantageous medium for customer satisfaction studies only if specific conditions are met. Companies need to investigate on a case-by-case basis if the online measurement of customer satisfaction is possible in their specific situation. The recommendations that were made are summarized in the online research process and the decision-making framework.
The results of a survey among market research agencies show that practitioners are to a large extent aware of the limitations within which the Internet can be used for customer satisfaction surveys. However, especially WWW-surveys sometimes are conducted in a way that does not lead to representative results.
Table of Contents:
| Abstract | I | |
| Table of Contents | II | |
| List of Abbreviations | V | |
| List of Figures | VI | |
| List of Tables | VII | |
| 1. | Introduction | 1 |
| 1.1 | Definition of Subject Matter and Problem Statement | 1 |
| 1.2 | Subquestions | 2 |
| 1.3 | Intended Academic and Practical Contribution | 3 |
| 1.4 | Chapter Conclusion | 4 |
| 2. | Customer Satisfaction Models | 5 |
| 2.1 | The Expectancy Disconfirmation Model | 5 |
| 2.2 | The Equity Theory | 7 |
| 2.3 | Ongoing Research | 9 |
| 2.4 | Chapter Conclusion | 10 |
| 3. | Customer Satisfaction Measurement | 12 |
| 3.1 | Measurement Approaches | 12 |
| 3.1.1 | Event-specific Methods | 14 |
| 3.1.2 | Attribute-specific Methods | 14 |
| 3.1.3 | Methods to Asess Important Product Attributes | 17 |
| 3.2 | The Research Process | 18 |
| 3.3 | Chapter Conclusion | 23 |
| 4. | The Internet | 24 |
| 4.1 | Internet Services | 24 |
| 4.2 | Internet Research Methods | 27 |
| 4.2.1 | E-mail Surveys | 27 |
| 4.2.1.1 | Advantages and Disadvantages | 29 |
| 4.2.2 | WWW-Surveys | 31 |
| 4.2.2.1 | Advantages and Disadvantages | 32 |
| 4.2.3 | Online Focus Groups | 33 |
| 4.2.3.1 | Advantages and Disadvantages | 34 |
| 4.3 | Internet-specific Target Groups | 36 |
| 4.3.1 | Newsgroups and Mailinglists | 36 |
| 4.3.1.1 | Advantages and Disadvantages | 36 |
| 4.3.2 | Virtual Communities | 37 |
| 4.3.2.1 | (Potential) Advantages and Disadvantages | 37 |
| 4.4 | Chapter Conclusion | 38 |
| 5. | Customer Satisfaction Measurement on the Internet | 40 |
| 5.1 | Online Measurement of Derived Satisfaction | 40 |
| 5.1.1 | E-mail Surveys | 40 |
| 5.1.2 | WWW-Surveys | 43 |
| 5.1.3 | Comparability/Combination of Methods | 47 |
| 5.2 | The Online Measurement of Exceptional Experiences | 49 |
| 5.3 | Online Methods to Asess Important Product Attributes | 50 |
| 5.3.1 | In-Depth Interviews | 50 |
| 5.4 | 'CS' Research using Internet-specific Target Groups | 51 |
| 5.4.1 | Virtual Communities | 51 |
| 5.5 | The Online Research Process | 53 |
| 5.5.1 | The Decision-Making Framework | 54 |
| 5.6 | Chapter Conclusion | 57 |
| 6. | Online Customer Satisfaction Surveys in Practice | 59 |
| 6.1 | Methodological Considerations | 59 |
| 6.1.1 | Definition of the Population | 59 |
| 6.1.2 | Data Collection Method and Questionnaire Design | 60 |
| 6.1.3 | Sampling Frame | 61 |
| 6.1.4 | Sampling Procedure and Sampling Elements | 62 |
| 6.1.5 | Data Collection | 62 |
| 6.2 | Survey Results | 62 |
| 6.2.1 | Demographics | 63 |
| 6.2.2 | E-mail Surveys | 65 |
| 6.2.2.1 | Differences between Countries | 66 |
| 6.2.2.2 | Differences between Firm Sizes | 66 |
| 6.2.3 | WW-Surveys | 67 |
| 6.2.3.1 | Differences between Countries | 69 |
| 6.2.3.2 | Differences between Firm Sizes | 70 |
| 6.2.4 | Online Methods to Assess Important Product Attributes | 71 |
| 6.2.4.1 | Differences between Countries | 73 |
| 6.2.4.2 | Differences between Firm Sizes | 73 |
| 6.4 | Chapter Conclusion | 74 |
| 7. | Conclusion | 76 |
| References | 78 | |
| Appendix | A | |
| Table of Contents | III | |
| Table of Contents | II |
In den Warenkorb
38,00 €
Link zur Arbeit:
http://www.diplom.de/ean/9783832415808
Arbeit zitieren:
Hofmaier, Katja Mai 1999: Customer Satisfaction Measurement on the Internet, Hamburg: Diplomica Verlag
Schlagworte:
Research, World Wide Web, www
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