Customer Satisfaction with Online Retail Transactions

Abstract

The development of information and communication technology (ICT) and its wide application in marketing led to the development of online retailing where customers now shop from the convenience of their homes and/or offices. This has redefined customer satisfaction as customers can go online to read and learn product reviews before making purchases. With the emergence of social media, customer engagement is rife and can create value for the firm. Several models have been employed in studying customer satisfaction with online retailing. These include the disconfirmation of expectations model, perceived performance model, rational expectations model, expectations-artifact model, attribution model, cognitive dissonance model, comparison level model, contrast model, and the Kano model. This chapter is on customer satisfaction with online retail transactions. It looked at the concept, models, and customer engagement; and stressed the need for a holistic/multidimensional approach to engagement as a way of enhancing engagement in the present information, communication and technology (ICT)-driven age. The methodology involves the review and analysis of published works/researches and reports as well as review and analysis of messages and posts by online vendors to customers. It also includes observations and notice of transactions from customers as they receive wares from online vendors.