With the increasing number of people studying online, self-aid learning platforms which help customers（users）study by themselves are more and more prevalent in China. Self-aid online learning is a relatively innovative field which has not been widely and thoroughly researched. This paper used Shanbay which is one of the largest self-aid English learning platforms in China as an example to investigate what and how factors influence customer satisfaction leading to their (re)purchase intention. Based on the previous models and empirical studies of some related fields, this paper outlined a new framework and generated eight propositions to explore these two research questions. Both free users and premium users of Shanbay were interviewed to gather the research material, and the data got from the interview were analyzed to develop the propositions. This paper found that positive service experience can facilitate customer satisfaction from their perceived utilitarian value and hedonic value. Among the proposed five factors influencing the two values, perceived usefulness was considered as the most important factor while perceived playfulness was the least one. What’ more, the relationship between customer satisfaction and (re)purchase intention was suggested to be positive in this paper.

Pre-sale activities of buying and post-sale activities of use are separated by time and judged in two time-place forms. Exchange value being one kind of judgment of desirability, separate from use value. However, traditionally marketing has not fully captured the co-creation of value in use, or therefore, how it affects the perceived value of the offering at purchase. The separation of purchase and use has been shown to create buyer uncertainty at the point of purchase about the future value created in use. Consider the decision to buy a service support contract for capital equipment in which the act and experience of use could continue for up to ten years after the decision to buy. At purchase, buyers may not be certain about the future state of use, i.e. whether or not equipment will fail, or indeed how the service will perform in the event of failure. While uncertainty about the state of use will continue across time, it has been argued uncertainty about how the service will perform may be resolved through repeat use or interaction. Through an exploratory case and a web-based survey of 95 organisational buyers of Product Service Systems (PSS) in capital equipment markets, this thesis finds customer-provider co-capability, which facilitates service performance in use, mediates the customer’s perceived risk of re-purchasing. As a result, this thesis makes a contribution to B2B marketing in identifying how value of the offering at purchase is affected by future customer-provider co-capability in use.