Study on Customer’s Perceived Quality and Satisfaction Based on Group-on Model
|School||Huazhong University of Science and Technology|
|Course||Management Science and Engineering|
|Keywords||Customer satisfaction Customer loyalty Group buying Perceived quality Exploratory Factor Analysis Confirmatory Factor Analysis|
With the rise of Group-on model in America, the new model of group buying in Chinahas developed rapidly. A large number of group-buying websites came into being. There aremore and more consumers for group buying, and lots of research on group buying for now.Many scholars have made some research on the operation mode, marketing strategy,consumers’ purchase intention and so on. This study suggests that in the competitive marketof group buying, developing loyal consumers and developing new consumers is veryimportant for the group-on company to survive. Therefore, empirical research on groupbuying is made from the prospective of customer satisfaction.This paper aims in researching the influencing factors of customer satisfactory based ongroup-on model. This study builds the structural equation model of five latent variables suchas perceived quality, price advantage, conversion cost, customer satisfactory, satisfactoryloyalty, on the basis of existing literature of customer satisfactory and customer loyalty.Perceived quality consists of product quality, site quality, service quality, information quality.Then through the questionnaire online, I select the valid samples and work on the descriptiveanalysis, exploratory factor analysis, the test of reliability and validity using the SPSSsoftware. The questionnaire is corrected after pre-test analysis. Then all of the valid samplesare processed with confirmatory factor analysis. Then I test the goodness of fit of thestructural equation model through the AMOS software, and modify the model according tothe result, finally determine the best research model on group buying customer satisfactory.Through the combination of quantitative analysis and qualitative analysis, literaturereview and empirical analysis, I reached the following conclusions: In the group buyingmarket, to a large extent the perceived quality would affect the degree of customersatisfactory; the customer satisfactory has a significant positive impact on the customerloyalty; the customer loyalty is not relevant to the conversion cost; the price advantagedoesn’t have a significant impact on the customer satisfactory; In the four dimensions, theproduct quality has the greatest influencing coefficient on the perceived quality.