Linking consumer satisfaction to consumer behavior and retailer revenues: an empirical analysis of e-commerce performance influencers

摘要

The aim of this research was to develop a validated set of actions that would lead to sustainable improvements in business performance and consumer attitudes for a production e-commerce website in the United States. In order to achieve the research objective a participatory action research methodology was utilized to generate quantitative and qualitative data and analysis through a mixed-methods approach. At completion, this effort was responsible for the development of new organizational knowledge and a series of managerial and business practice changes. The resulting business practice changes were credited with both short and longer-term business performance improvements. From an academic perspective, this research is one of the first to test a number of literature supported theories at real-world scale on a production e-commerce website. Of particular note are findings that extend the extant research into website consumer satisfaction measurement and the relationship between consumer feedback recency and issue identification. This thesis also highlights the importance of action research as a catalyst for organizational and individual meta-learning.