دانلود رایگان مقاله انگلیسی حمل پس از خرید و تجربه خدمات مشتری در خرید آنلاین و تاثیر آنها بر رضایت مشتری - امرالد 2017

Abstract

Purpose – The purpose of this paper is to understand the role of post-purchase logistic services on customer satisfaction and future purchase decision, to reveal any differences across China and Taiwan, to fill in a gap in the literature focused on post-purchase logistic activities related to shipping, return, and tracking, to provide managerial guidance in logistics for e-commerce, and to develop insights on logistic services for future research. Design/methodology/approach – Using a validated survey instrument, 384 respondents in China and 145 respondents in Taiwan are collected. The research model is analyzed using component-based estimation approach to structural equation modelling. Findings - The structural equation analysis of the study found that post purchase shipping and tracking have an impact on customer satisfaction in both China and Taiwan. It also found that customer service is the most significant factor among the examined antecedents for online shoppers in China. While, return service is more important for shoppers in Taiwan. Finally customer satisfaction played a stronger positive role for online shoppers in Taiwan as compared to their counterparts in China. Research limitations/implications - This research extended current literature about post-purchase logistic services in an online shopping environment with a literature-based research model and good empirical data support. However, one limitation of the study is that the data collected represents a cross-sectional sample, future research should examine longitudinal sample to study customers’ purchase intentions over-time. Practical implications - This study can help both scholars and practitioners understand the importance of tracking, return, shipping, and customer service in an online shopping environment and across countries. It provides insights on designing ecommerce relevant shipping services to satisfy and attract customers across countries. Originality/value - The study investigated how post-purchase activities contributed to customer satisfaction in online shopping and explored the influence of customer satisfaction on future purchase intention in China and Taiwan. This is one of the first studies available in the literature to provide empirical support and managerial insights about post-purchase activities regarding shipping, tracking, and returns for e-commerce with cross-regional comparison.

Conclusions

In sum, this study examined the impact of post-purchasing activities on online shopping satisfaction and future purchase intentions in China and Taiwan. The findings of this study suggest that customers’ post-purchase activities related to shipping and tracking play a significant role in online shopping for both Chinses and Taiwanese online shoppers. The results also show that customer service is the most significant factor among the examined antecedents for online shoppers in China. Return service is important for shoppers in Taiwan whereas there is limited return policy in China. In predicting customer future purchase intention, customer satisfaction played a stronger positive role for online shoppers in Taiwan as compared to their counterparts in China. Such differences in determinants of customer satisfaction may due to the market contexts in different parts of the world. Future studies may examine on the role of post-purchasing activities in other emerging economies.