Title: Developing online customer satisfaction strategic maps: with Iranian online retailing case studies

Authors: Zahra Tabaei; Mohammad Fathian

Addresses: School of Industrial Engineering, Iran University of Science and Technology, Hengam Avenue, Resalat Square, Tehran, Iran. ' School of Industrial Engineering, Iran University of Science and Technology, Hengam Avenue, Resalat Square, Tehran, Iran

Abstract: With the growing online shopping in every society, especially in recent years in the developing countries like Iran, customer acquisition and retention have found an important role in business success. Retailers have moved toward value creation for customers. In virtual markets, customers are engaged to online retailers with value added features. Understanding the needs and demands of customers are preconditions for value creation, so effective factors for customer satisfaction must be determined and then be improved. Identifying priority of the factors is another useful task for each company with resource restriction. This paper attempts to develop the index for online customer satisfaction. Furthermore, the paper investigates the importance of each effective feature in online shopping with AHP analysis and develops the strategic maps for four online retailers of healthy-beauty, flower, content and decorative products. With theses maps online retailers can investigate specific areas in which the improvements have significant impacts.

Keywords: online satisfaction; customer satisfaction index; CRM strategic maps; online retailing; Iran; online shopping; customer acquisition; customer retention; value creation; customer loyalty; customer relationship management; AHP; analytical hierarchy process; etailing; electronic retailing.

DOI: 10.1504/IJECRM.2012.046471

International Journal of Electronic Customer Relationship Management, 2012 Vol.6 No.1, pp.87 - 112

Received: 08 May 2021
Accepted: 12 May 2021

Published online: 09 Apr 2012 *

Full-text access for editors Access for subscribers Purchase this article Comment on this article