DSpace at Bangkok University >
Cluster of New Media & Design >
School of Liberal Art and Tourism Management >
Bachelor Degree >
Independent Studies >

Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/5401

Title: Factors Positively Affecting Customer Satisfaction of Tmall Consumers at Wuhan Institute of Technology in China
Authors: Wang Yiqun
Keywords: Tmall Customer
Chinese Consumers Satisfaction
Issue Date: 2023
Publisher: Bangkok University
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.
Description: Independent Study (M.B.A.)--Graduate School, Bangkok University, 2021
Advisor(s): Penjira Kanthawongs
URI: http://dspace.bu.ac.th/jspui/handle/123456789/5401
Appears in Collections:Independent Studies
Independent Studies

Files in This Item:

File Description SizeFormat
wang.yiqun.pdf11.96 MBAdobe PDFView/Open
View Statistics

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.


  DSpace Software Copyright © 2002-2010  Duraspace - Feedback