Factors Positively Affecting Customer Satisfaction of Tmall Consumers at Wuhan Institute of Technology in China

Abstract

The objective of this study was to examine the factors positively affecting customer satisfaction of Tmall customers in Wuhan Institute of Technology, China. The independent factors were product information, ease of use, interaction quality, responsiveness of customer service, customization, pricing policy, order fulfillment, and website appearance. The total sample size of 200 respondents was collected in Wuhan Institute of Technology in China using a questionnaire. Multiple Regression Analysis was applied to analyze the data. The result showed only website appearance with a regression coefficient of 0.406 and order fulfillment with a regression coefficient of 0.206 have a positive impact on customer satisfaction at 0.01 significant level (. 000). Nevertheless, product information, ease of use, interaction quality, customer service responsiveness, customization and pricing policies had no significant positive impact on customer loyalty.