Name：Chloe Student ID NO.：25510991
What are the most important factors that influence customer satisfaction when buying online?
Over last few decades, it is generally realized that the high-speed internet service has increased significantly, and it has been deeply into people’s daily life. Outcomes of the applications, the internet technology provides a powerful vehicle for online marketing，it also convenient for people to shopping online . Customers do not need to go to shopping mall, and with computers at home they can buy what they want. In recent years, an increasing number of companies providing various products set up on internet, meanwhile the number of online customers grows rapidly. However, only when the e-customers are satisfied with the goods and services which are supplied online, can the business attract more consumers. Therefore, companies need to improve customer satisfaction to survive in this competitive market. The consumer satisfaction can be influenced by a lot of factors. The important factors are the quality of consumer services，good web site design，the quality of online banking，delivery and product quality.
It is a curial factor that the quality of consumer services affect customer satisfaction. Improving customer service, such as special treatment benefits, is an effective way for firms to achieve a good reputation. Thus the businesses online have an advantage over their competitors. For one hand, the clarity of products change, return, and refund polices is the main point to improve customer satisfaction. For another hand, communicating with consumer kindly and solving customers’ problem effectively can improve customer satisfaction. There would be a chat room where consumers are able to communicate with sellers online. When consumers are worried about the products such as the quality, the color, and the size and they do not familiar with the website, they will ask the custom service workers. At that time, workers need to communicate with customer in appropriate ways. For example, using warm words and answering consumer question in time can make them feel pleased (). Thus, good communicate can enhance the customer satisfaction.
Good web site design enhances usability, thus affecting the satisfaction of customer. It can not only improve the usability, but also provide an important platform for the interface between customer and the internet. Good web site design is about easy to operate search engines, a good information system and whether provide a forum function. The easy to operate search engines includes offering consumers simple search paths, and fast presentations. Most of successful marketers provide a textbox which is useful for customers to search the products they want (). The results will presented immediately on the screen. That can save consumers time, thus have influence on customer satisfaction. From another perspective, a good information system is a necessity for the business on the internet. When customers select the products online, there may be a selection menu, which lists the products that can make customers feel confused. If the business provide the information about the brand, type, style, color, function, customers will make comparisons more easily and make a decision faster (). Accuracy of information is also concerned with the reliability of website. Liu et al. (2008) point that information quality has significant effect on consumer satisfaction in information accuracy, information comprehensibility, information completeness, and information relevance. Therefore, information quality has significant impact on customer satisfaction. Thirdly, providing a forum function can improve the level of customer satisfaction. This can provide a platform where consumers are able to post their comments about the products and seek further information (). It can also encourage customers to share the use experience with others and provide various...
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