CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
The use of e-commerce websites can lead to accepting and satisfying intentions and then influence customer satisfaction behavior towards an e-commerce websiteCustomer satisfaction is how satisfied a customer is with the supplied product/service. It is closely related to interpersonal trust [Geyskens, Steenkamp, Scheer, and Kumar 1996].
[Zins 2001], stated, it is expected that a higher level of customer satisfaction will lead to greater loyalty. However, the impact of satisfaction on customer loyalty is rather complex. Fisher [2001] believes that customer satisfaction accounts for only part of why people change product or service providers. Other studies have shown that customer satisfaction is a leading factor in determining loyalty [Anderson and Lehmann 1994]. Anderson and Srinivasan [2003] found that both trust and perceived value, as developed by the company, significantly accentuate the impact of satisfaction on e-Journal of Electronic Commerce Research, VOL 12, NO 1, 2011 Page 81commerce loyalty. In a more recent study by Cyr [2008] it was found that website satisfaction is strongly related to loyalty in three countries: Canada, Germany, and China.
Generally, loyalty has been defined as the repeat purchasing frequency or the relative volume of same-brand purchasing. Oliver [1997] defines customer loyalty as a deeply held commitment to re-buy or re-patronize a preferred product/service consistently in the future, thereby causing repetitive same brand or same brand set purchasing, despite situational influences and marketing efforts having the potential to cause switching behavior. In e-commerce, loyal customers are considered extremely valuable. Today, e-retailers are seeking information on how to build customer loyalty. Loyal customers not only require more information themselves, but they serve as an information source for other customers. Building customer loyalty is one of the biggest challenges for business to customer e-commerce. Several antecedents of customer loyalty have been proposed. Customer satisfaction and trust have been brought forward as a precondition for patronage behavior [Pavlou 2003] and the development of long-term customer relationships [Papadopoulou, Andreou, Kanellis, and Martakos 2001].
The study by Kassim and Ismail [2009] found that services quality and vendor’s assurance to online customers, contribute to building trust and satisfaction thereby improving customer loyalty. These study shall therefore determine the role of e-commerce in improving customer service.
1.2 STATEMENT OF THE PROBLEM
E-commerce constitute a significant business process of transacting modern business services as vast population of people are hooked to online services through the internet and various websites.
However, creating customer satisfaction is pivotal to enhance customer loyalty and repeat patronage which is dependent on a number of factors.
The problem confronting this research is to investigate the role of e-commerce in improving customer satisfaction. With a case study of JUMAI
1.3 RESEARCH QUESTION
What is the nature of e-commerce?
What is customer satisfaction and what factors determine customer satisfaction in e-commerce?
What is the role of e-commerce In improving customer satisfaction?
How does JUMAI e-commerce improve customer satisfaction?
1.4 OBJECTIVE OF THE STUDY
To appraise the nature of e- commerce business services
To appraise customer satisfaction and factors determining customer satisfaction
To determine the role of e-commerce in improving customer satisfaction
To determine the JUMAI e-commerce services in improving customer satisfaction
