Developing an index of online customer satisfaction

This paper integrates and applies the concept of ‘satisfaction’ from three fields: management information systems (MIS), marketing and e-commerce. E-customers are viewed as both computer users and customers and as a result researching customer satisfaction in e-commerce needs to integrate aspects of satisfaction from each of these fields. This study defines e-customer satisfaction and develops an index using a weighted sum model. The index is tested using a Korean sample. Analyses suggest an acceptable model and a generalisable set of measures from which managers and researchers evaluate online satisfaction and, especially, marketing strategies in financial services industries.

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