Metrics for assessing online customer satisfaction (e-satisfaction) are essential in gauging the success andfailure of e-commerce. The Internet business must determine and understand the values of its existing andpotential customers. Hence, it’s important for researchers to develop and validate a diverse array of metricsto comprehensively capture the attitudes and feelings of online customers. What factors make on-line shoppingappealing? What customer values take priority? This study’s purpose is to answer these questions, examiningthe role of several technology, shopping, and product factors using a conjoint analysis of consumer preferencesto measure e-satisfaction. The study will result in the development of an e-satisfaction conceptual model andmetric.
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