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Group Number: 6: A Study On The Consumer Satisfaction On Lazada of USC School of Business and Economics Students

The document discusses consumer satisfaction with online shopping, specifically on the Lazada platform, among students at the University of San Carlos School of Business and Economics. It first provides theoretical background on the concept of consumer satisfaction, defining it as an emotional or cognitive response that occurs after a consumption experience or is based on multiple experiences. It then reviews related literature on trends in online shopping and factors that influence consumer trust in online purchases. Specifically, it discusses how the COVID-19 pandemic has affected online shopping habits in Kosovo and the relationship between consumer trust and determinants of online shopping based on a survey of 250 respondents.

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Sam de Ramos
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80 views

Group Number: 6: A Study On The Consumer Satisfaction On Lazada of USC School of Business and Economics Students

The document discusses consumer satisfaction with online shopping, specifically on the Lazada platform, among students at the University of San Carlos School of Business and Economics. It first provides theoretical background on the concept of consumer satisfaction, defining it as an emotional or cognitive response that occurs after a consumption experience or is based on multiple experiences. It then reviews related literature on trends in online shopping and factors that influence consumer trust in online purchases. Specifically, it discusses how the COVID-19 pandemic has affected online shopping habits in Kosovo and the relationship between consumer trust and determinants of online shopping based on a survey of 250 respondents.

Uploaded by

Sam de Ramos
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 3

Sam Adrian T.

de Ramos BSBA-OM 3

GROUP NUMBER: 6

A Study On The Consumer Satisfaction On Lazada of USC School of Business and


Economics Students

Theoretical Background

The term satisfaction is of Latin origin: “satis” meaning enough and “facere” meaning to do, the two
words together suggesting that what is looked for is provided to the point where enough (Vanhamme,
2001). This meaning is also found in the Larousse French dictionary (1983) where satisfaction is defined
as a state resulting from the fulfillment of what we asked for or wanted. Giese and Cote (2000)
identified three general components for the definition of consumer satisfaction:

● consumer satisfaction is an emotional and / or cognitive response;

● the response refers to a specific orientation - expectations, consumption, experience;

● the response occurs in a particular moment- after consumption, by choice or it relies on multiple
experiences aggregation.

Literature regarding satisfaction starts from the idea that satisfaction is either a process or a response to
a process which consists of comparing the expectations consumers form, with the perceived
performance of the object of satisfaction – the online store, the purchased product / service, the
purchased brand.

Consumer satisfaction is a theoretical construct for which the marketing literature shows a growing
importance. Increasing concern for the study of customer satisfaction in the online environment starts
from the consensual finding that in the online distribution, as in the traditional distribution, satisfaction
is crucial to the performance of the organization, being at the same time, an important predictor for
consumer loyalty and, consequently, for the lifetime and success of any business.

Reference:
https://www.researchgate.net/publication/289378947_Determinants_of_online_store_customer_satisf
action
5 Review of Related Literature:

THE TRUTH ABOUT ONLINE CONSUMERS

Enabled by technology, the continued year over year growth in online shopping has been fueled by a
new generation of consumers who want greater convenience, value and options. For consumer
businesses, this trend poses both challenges and significant opportunities. Competition is no longer
limited to local shops during business hours. Consumers today are shopping all the time and
everywhere; and in a truly global online marketplace, products can easily be purchased from retailers
and manufacturers located anywhere in the world—or from those with no physical retail locations at all.
Consumer demand for richer experiences and greater convenience means that retailers need to rethink
their strategy, both online and in stores. Having the right product mix is no longer sufficient to attract
the new wave of consumers including Millennials, who are entirely focused on one transaction—theirs.
Creating an online shopping experience enhanced by technology such as augmented and virtual reality
or 3D is becoming at least as important as providing convenient and personalized ordering, payment and
delivery options. However, despite the rise of online shopping, ecommerce still makes up a relatively
small percentage of total retail spending. Retailers’ brick and mortar strategies also need to evolve to
continue to draw customers into their stores, and to compete with the online retailers opening their
own physical outlets. Increasingly, we are seeing innovative marketing strategies, as well as new
technologies such as smart shelves, robots, self-checkout, and interactive and virtual reality, being
deployed in stores as retailers strive to compete on all fronts.

Reference: https://assets.kpmg/content/dam/kpmg/xx/pdf/2017/01/the-truth-about-online-
consumers.pdf

The Trust in Online Shopping during COVID-19: Case Study from


Kosovo
Consumer trust with online shopping is directly dependent on a few factors. There is a
constant dilemma in the market related to the question which online shopping
determinants affect the customer trust. Online purchasing is becoming increasingly
common as a purchasing mode. This paper deals with the analysis of customer
satisfaction, with the aim of utilizing the empirical research on the Kosovo market in
COVID-19 period in order to determine the connection between customer trust and
certain determinants of online shopping. The paper was conducted using the
questionnaire instrument and there are two hundred and fifty (250) respondents from
Kosovo. Moreover, in the paper three (3) hypothesis are presented the results that
come out of it are very interesting. For hypothesis testing and recommendation was
used Correlation Analysis.

Reference: https://www.scirp.org/journal/paperinformation.aspx?paperid=108915

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