Customer Satisfaction Measurement on the Internet

Table of Contents

1. Introduction

1.1 Definition of Subject Matter and Problem Statement

1.2 Subquestions

1.3 Intended Academic and Practical Contribution

1.4 Chapter Conclusion

2. Customer Satisfaction Models

2.1 The Expectancy Disconfirmation Model

2.2 The Equity Theory

2.3 Ongoing Research

2.4 Chapter Conclusion

3. Customer Satisfaction Measurement

3.1 Measurement Approaches

3.1.1 Event-specific Methods

3.1.2 Attribute-specific Methods

3.1.3 Methods to assess Important Product Attributes

3.2 The Research Process

3.3 Chapter Conclusion

4. The Internet

4.1 Internet Services

4.2 Internet Research Methods

4.2.1 E-mail Surveys

4.2.1.1 Advantage and Disadvantages

4.2.2 WWW-Surveys

4.2.2.1 Advantages and Disadvantages

4.2.3 Online Focus Groups

4.2.3.1 Advantages and Disadvantages

4.3 Internet-specific Target Groups

4.3.1 Newsgroups and Mailinglists

4.3.1.1 Advantages and Disadvantages

4.3.2 Virtual Communities

4.3.2.1 (Potential) Advantages and Disadvantages

4.4 Chapter Conclusion

5. Customer Satisfaction Measurement on the Internet

5.1 Online Measurement of Derived Satisfaction

5.1.1 E-mail Surveys

5.1.2 WWW-Surveys

5.1.3 Comparability/Combination of Methods

5.2 The Online Measurement of Exceptional Experiences

5.3 Online Methods to Assess Important Product Attributes

5.3.1 In-Depth Interviews

5.4 ‘CS’ Research using Internet-specific Target Groups

5.4.1 Virtual Communities

5.5 The Online Research Process

5.5.1 The Decision-Making Framework

5.6 Chapter Conclusion

6. Online Customer Satisfaction Surveys In Practice

6.1 Methodological Considerations

6.1.1. Definition of the Population

6.1.2 Data Collection Method and Questionnaire Design

6.1.3 Sampling Frame

6.1.4 Sampling Procedure and Sampling Elements

6.1.5 Data Collection

6.2 Survey Results

6.2.1 Demographics

6.2.2 E-mail Surveys

6.2.2.1 Differences between Countries

6.2.2.2 Differences between Firm Sizes

6.2.3 WWW-Surveys

6.2.3.1 Differences between Countries

6.2.3.2 Differences between Firm Sizes

6.2.4 Online Methods to Assess Important Product Attributes

6.2.4.1 Differences between Countries

6.2.4.2 Differences between Firm Sizes

6.3 Chapter Conclusion

7. Conclusion

Objectives & Core Themes

This thesis investigates the research question: "How can customer satisfaction measurements be realized on the Internet?" By reconciling academic marketing theory with the practical constraints and capabilities of digital mediums, the work establishes a comprehensive decision-making framework for conducting online customer satisfaction surveys.

• Theoretical foundations of customer satisfaction models
• Comparative analysis of Internet research methods (E-mail vs. WWW surveys)
• Methodological requirements for representative online sampling
• Practical application and industry standards for online CS research
• Decision-making frameworks for selecting appropriate research tools

Excerpt from the Book

Summary of Chapters

1. Introduction: Introduces the research scope, defines the problem statement, and outlines the sub-questions and intended academic contributions.

2. Customer Satisfaction Models: Reviews the theoretical underpinnings of satisfaction research, focusing on the Expectancy Disconfirmation Model and Equity Theory.

3. Customer Satisfaction Measurement: Examines various measurement methodologies and the seven-step research process required for valid customer satisfaction investigations.

4. The Internet: Provides a technical and functional overview of Internet services and methods relevant to marketing research.

5. Customer Satisfaction Measurement on the Internet: Evaluates the suitability of digital methods for measuring derived satisfaction and exceptional experiences, culminating in a decision-making framework.

6. Online Customer Satisfaction Surveys In Practice: Presents the results of a survey among market research agencies to compare theoretical recommendations with real-world industry practices.

7. Conclusion: Summarizes the key findings and highlights the necessity for further research into the reliability of online survey methodologies.

Keywords

Customer Satisfaction, Internet, Marketing Research, Expectancy Disconfirmation Model, E-mail Surveys, WWW-Surveys, Online Research, Digital Methodology, Derived Satisfaction, Sampling Frame, Virtual Communities, Questionnaire Design, Online Focus Groups, Data Collection, Research Process

Frequently Asked Questions

What is the primary focus of this research?

This thesis examines the feasibility and methodology of measuring customer satisfaction using the Internet as the primary research medium.

Which theoretical model is considered the standard in this work?

The author adopts the Expectancy Disconfirmation Model as the underlying construct, as it provides a robust and empirically validated framework for product-related satisfaction.

What are the main research methods evaluated?

The study evaluates E-mail surveys, World Wide Web (WWW) surveys, and Online Focus Groups.

What is the core conclusion regarding survey methods?

While the Internet offers administrative speed and global reach, WWW-surveys are generally superior to E-mail for complex surveys, provided specific sampling conditions are met.

How is the gap between theory and practice addressed?

The author conducted a survey among marketing research agencies in English-speaking countries to identify if professional practices align with academic recommendations.

Why are online Focus Groups deemed problematic?

Due to the lack of a controlled laboratory environment and the moderator's inability to observe non-verbal cues or guarantee undivided attention, their results are currently considered unreliable.

What recommendation is given for E-mail survey consent?

E-mail surveys should strictly be sent only with prior explicit consent from customers within an existing business relationship to avoid negative perceptions related to spam.

Are Virtual Communities recommended for satisfaction surveys?

No; due to the high risk of biased, open discussions resulting from posting survey invitations in these environments, they are not currently suitable for representative research.