THE DETERMINANTS OF CUSTOMER SATISFACTION IN ONLINE AND OFFLINE MEDIUM
ABSTRACT: This research
explores the factors that influence customer satisfaction in online and offline
environment. The main objective of this research is to discover in-depth
knowledge about determinants of customer satisfaction both in online and
offline environments. This research builds a conceptual framework where
customer satisfaction is being influenced by common factors and specific
factors in online and offline medium. To that extend, the use ofregression
analyses was suitable in order to explore the relationship between theaforementioned
factors and customer satisfaction in online and offline environments. This research
finds that, the ease of obtaining information is the only common factor
significantlyaffects the general customer satisfaction in online service. In
addition, the specific factorssuch as interactivity of website and trust are
also statistically significant increasing the customer satisfaction in online
service. In offline service, there are 3 common factors that significantly
increase the customer satisfaction. Those factors are the ease of obtaining information,
frequency of use, and payment equity. Personal interaction as a specific factor
is also proved to have a significant effect on customer satisfaction.
Author: Raja Sharah Fatricia
Journal Code: jpmanajemengg110022
