Assessment of customer satisfaction with their online shopping experience, including their point of purchase, inventory picking and delivery quality as well as a comparison of their online versus in-store shopping experiences. / To establish an online grocery shopping service and to attract customers to it is an
expensive operation. In order to recoup those expenses, and ultimately make a profit,
an online retailer needs to ensure that customers remain loyal and make repeat
purchases for as long as possible. Although customer satisfaction does not
guarantee loyalty, dissatisfied customers generally take their business elsewhere at
the first opportunity.
This study investigates the overall level of satisfaction amongst a small sample of
Woolworths’ online customer base. In pursuit of this, a multi-dimensional model was
developed for assessing customer satisfaction in various areas, highlighting those
which may require improvement. The impact of certain key demographic data on
these dimensions was also investigated. Since satisfaction is not enough to
guarantee loyalty, an assessment of the perceived value in making purchases online
is also undertaken in an attempt to ascertain purchase intentions.
The key findings of this study revealed a relatively high level of customer satisfaction
as well as significant perceived value in shopping online when measured against the
sacrifices made. However, a main area for improvement is to enhance the customer’s
perception of the value they receive. The demographic variables of age, gender and
language had no significant impact on any dimension, while the customer’s
connection type was found to have a significant impact on their satisfaction pertaining
to the performance of the Web site. Finally, it was established that there is a strong
association with the Woolworths brand and corporate image, even though the online
shopping initiative was launched as a separate brand.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:unisa/oai:uir.unisa.ac.za:10500/149 |
| Date | January 2005 |
| Creators | Croker, Andrew David |
| Publisher | Unisa |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Thesis |
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