Evaluation of Customer Satisfaction in the Digital Environment: Development of a Survey Instrument

Evaluation of Customer Satisfaction in the Digital Environment: Development of a Survey Instrument

Hamed Taherdoost (Research Club, Hamta Group, Canada)
DOI: 10.4018/978-1-7998-5175-2.ch011

Abstract

Internet has become an important tool to deliver products, information, and services. Thus, customer satisfaction is increasingly recognized as a significant aspect of online business activities and is considered as a key determinant for successful digital services. Furthermore, since keeping current customers is more profitable than acquiring new clients, it is vital to gain customer satisfaction to achieve organizational goals. This introduces a new requirement to measure customer satisfaction as a factor for continuous business improvement. Therefore, there is a clear need for a theoretical survey instrument that integrates all aspects of customer satisfaction in the digital environment. The chapter responds to this need by its exploratory nature. In the first step, exploratory analysis is used to extract all customer satisfaction dimensions. Then, the exploratory factor analysis is used to cluster the factors effectively; thereby, further analysis including content validity, discriminate, and constructive testing is used to test the proposed survey instrument.
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Introduction

In today’s advanced development in ICT, Internet has become an important tool to deliver the products, information, and services of organizations, governments and also individuals (Alawneh et al., 2013). The Internet is one of the major means for communication between companies and clients. Its main feature is the ability to exchange complex information in a friendly environment (NIST-Special-Publication-800-16). Generally, businesses and organizations use the Internet for customer service (IS07498-2). Most companies place great emphasis on customer satisfaction (Taherdoost, 2018a). This introduces a new requirement to measure customer satisfaction as a factor for continuous business improvement (Thomas et al., 2013).

Customer satisfaction as a baseline standard of performance will help organizations to achieve their goals and objectives (Hussain et al., 2014). Chen (2012) articulated that customer satisfaction is one of the factors that influence on clients’ intention to use e-service and also repeating the usage. On the other hand, according to Boulter (2014), keeping current customers is more profitable than acquiring new clients. Thus, it can be realized that customer satisfaction is a key factor for e-service usage and will lead to loyalty (Gummerus et al., 2004).

Consumer’s satisfaction is not a new concept and many studies try to find its antecedents and consequences, because it is considered as a significant measure of an organization’s success (Ramasubbu et al., 2008) especially in Information System (Montesdioca and Maçada, 2014, DeLone and McLean., 1992), however, customer satisfaction is multi-dimensional factor including marketing, behavioural and technical aspects (Alawneh et al., 2013).

In order to explain the system use, it is essential to develop tools to measure and analysing customers’ satisfaction (Legris et al., 2003) although there are some scholars that developed instruments to evaluate user satisfaction based on the information and system characteristics (Bailey and Pearson, 1983, Baroudi and Orlikowski., 1988, Doll and Torkzadeh., 1988, Ives et al., 1983). Furthermore, although there are some developed tools to assess web-based services (Cho and Park, 2001, Huang et al., 2004, Muylle et al., 2004) still certain modifications are needed to provide more accurate instrument relevant to web-based service (Tojib et al., 2006). However, there is still not widely accepted the consensus on the satisfaction constructs thus it is significant to provide a set of dimensions which influence customer satisfaction (Al-Kasasbeh et al., 2011).

Information technology researchers evaluated the processes and factors influencing on information technology success and value from the perspective of user perceptions about information technology and how it impacts their work (Wixom and Todd, 2005, Taherdoost, 2019), however, this examinations have been done in various studies (such as general computing by (Doll and Torkzadeh., 1988), data warehouse (Chen et al., 2000) and decision support system (McHaney and Cronan, 1998) in different ways (DeLone and McLean., 1992). Hoffman and Bateson (2010) articulated that every client shares his/her usage experience with nine people, so if they are unsatisfied with the provided service, others may not intend to use the service and the system may fail.

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