Using Research Case Studies in eCommerce Marketing Courses: Customer Satisfaction at Point-of-Purchase and Post-Purchase

Autor/inn/en	Nawi, Noorshella Che; Fong, Michelle; Tatnall, Arthur
Titel	Using Research Case Studies in eCommerce Marketing Courses: Customer Satisfaction at Point-of-Purchase and Post-Purchase
Quelle	In: Journal of Information Technology Education: Research, 13 (2014), S.15-25 (11 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	1547-9714
Schlagwörter	Information Technology; Marketing; Foreign Countries; Surveys; Official Languages; Indonesian; Case Studies; Internet; Clothing; Small Businesses; Business Administration Education; Graduate Study; Likert Scales; Attitude Measures; English (Second Language); Second Language Learning; Retailing; Consumer Science; Satisfaction; Purchasing; Item Analysis; Teaching Methods; Malaysia + Suchen Sie Ihr Suchwort? Informationstechnologie; Ausland; Survey; Umfrage; Befragung; Office language; Amtssprache; Case study; Fallstudie; Case Study; Kleidung; Kleingewerbe; Aufbaustudium; Graduiertenstudium; Hauptstudium; Likert-Skala; English as second language; English; Second Language; Englisch als Zweitsprache; Zweitsprachenerwerb; Warenwirtschaft; Zufriedenheit; Beschaffungswesen; Kauf; Itemanalyse; Teaching method; Lehrmethode; Unterrichtsmethode
Abstract	This paper describes a research case study of Internet apparel marketing by small businesses in Malaysia which can beneficially be included in postgraduate business courses for understanding the importance of measuring customer satisfaction at point-of-purchase and post-purchase in online purchases. The sample size in this research is 154 respondents in Malaysia who purchased apparel online and provided their satisfaction level at point-of-purchase and post-purchase stages. Seven-point Likert scale was used to measure the attitude of these respondents in regard to their customer satisfaction. Of the 154 respondents, 64 answered the surveys in Bahasa Melayu (the national language in Malaysia) while the remaining 90 answered in the English language. The case study shows that there are significant differences in all customer satisfaction items between point-of-purchase and post-purchase stages. The results are also different in these items when respondents were differentiated based on the language they used in answering the surveys. Hence, it is important to show students the need to take account of online post-purchase satisfaction as part of the cumulative experience of the online purchaser. Focusing primarily on point-of-purchase satisfaction could mislead an online retailer particularly if dissatisfaction arose in the aftermath of the purchase experience. In addition, examining customer satisfaction in terms of groups (such as language in this case study) could provide further insight into the significant differences between point-of-purchase and post-purchase in online purchase. (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2017/4/10