Website Quality and Customer Satisfaction

This assignment investigates the impact of website quality on customer satisfaction and purchase intention. It delves into the influence of perceived playfulness, flow, reputation, and various website attributes on consumer behavior. The research draws upon academic literature and theories such as Perceived Performance Theory and Value Percept Disparity Theory to analyze the relationship between these factors.

Research Methods
Literature review of the Relationship Between the
Quality of Website and Customer Satisfaction

Table of Contents
1.1 Introduction...........................................................................................................................2
1.2 Meaning and significance of customer satisfaction..............................................................2
1.3 Satisfaction foundation..........................................................................................................3
1.4 Models of customer satisfaction ...........................................................................................4
1.5 Defining e-service quality.....................................................................................................5
1.6 Dimensions of E-service quality...........................................................................................5
1.2 Different quality factors of ASOS and ZARA websites ......................................................6
1.3 Quality of websites influencing buying decisions for ASOS and ZARA.............................8
1.4 Quality factors lead to consumer satisfaction.......................................................................9
1.5 Relationship between quality of website and purchase intention of buyers.......................10
1.6 Relationship between quality of website and customer satisfaction 300............................11
1.7 Factor needs to be consider during the use of website 400.................................................11
REFERENCES..............................................................................................................................13
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CHAPTER 2: LITERATURE REVIEW
1.1 Introduction
Literature review are the secondary sources which consists of views and opinions of
people. In dissertation, respective chapter tend to have very important role (Literature review,
2016). This is because, it is with the help of this chapter scholar of the study can prepare base for
its research. Thus, it can direct its efforts in terms of attaining formulated aim and objectives of
the study in an effectual manner. Here, in the present study assistance has been taken from
number of secondary sources. It consists of books, journals and online articles. These sources
have played very effectual role in the task to fulfil the objectives of dissertation.
1.2 Meaning and significance of customer satisfaction
According to the view point of (Chiu and et. al., 2014) Customer satisfaction is the
degree to which buyers feel satisfied with the goods and services which is being purchased and
experience by them. In addition to this, (Edward, 2012) has depicted that customer satisfaction is
the buyers feeling of disappointment and pleasure resulting from outcome of product with his/her
expectation. Furthermore, as per the view point of Flanagin and et.al., (2014) customer
satisfaction define as the aspect which entail that whether buyers are happy with the goods and
services which is being given by firm or not. In accordance with the given context, it can be said
that for any firm it is very essential that it should enhance as well as maintain satisfaction level of
its buyers. In this regard, Hsu, Chang and Chen (2012) have entailed that high level of customer
satisfaction will help in enhancing sales and profits of enterprise. In this regard, it has been seen
that buyers will repeatedly purchase the goods and services of enterprise if they feel highly
satisfied with the same. Furthermore, the buyers who will feel highly satisfied will also influence
their friends and family members with regard to purchase the goods and services from the
specific firm. Overall, it can be said that high level of satisfaction among customers will help in
raising the sales and profits of firm.
Besides this, Chiu and et.al., (2014) have depicted that customer satisfaction will also
help in reducing negative word-of-mouth. Word of mouth is the type of promotional approach
wherein a buyer who continuously uses the goods and services of firm will tend to deliver the
information about the product to other individual. Here, word-of-mouth publicity is done by
buyers on the basis of their experience. For example, if buyers have positive experience from the
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firm at that time they will feel highly satisfied and will communicate positive about firm's
services as well as product. Thus, it is correct to said that for any firm it is very essential that it
should make efforts in terms of maintaining the satisfaction level of its buyers in an effectual
way. This is because, if this is not done then in this situation it will become very difficult for
enterprise whether it is manufacturing or service firm with respect to attract large number of
buyers towards enterprise in an effectual way.
1.3 Satisfaction foundation
There are different theories are examined which are used as a base for customer
satisfaction model. The detailed explanation about the theories are depicted in below:
Expectation and dis-confirmation
According to the view point of Edward (2012) expectation and dis-confirmation theory
entail that the concept such as satisfaction is majorly the function of dis-confirmation which will
gradually turn into performance and expectation. Furthermore, the given model also depict that
perceived quality of product tend to confirm or dis-confirm satisfaction. For example, the buyers
will highly satisfy when they get product which is above the level of perceived expectation.
However, negative result will be found in reverse circumstances.
Value percept disparity theory
As per the view point of AUTH the given theory consider satisfaction as an emotional
response and it is being triggered by cognitive evaluation process (Value percept disparity
theory, 2016). In this context, given theory tend to entail that buyers feel highly satisfied when
firm fulfils their needs and wants rather than expectation. Thus, the given theory entail that firm
should make efforts in terms of fulfilling the demands of its buyers in an effectual manner. This
is because, if this is not done then profits of enterprise will be affected in a negative way.
Perceived performance theory
Achiu and et.al., (2014) have stated that customer feel dissatisfied because of the actual
performance which is being given by the employees who are working within enterprise. Thus,
here author have depicted that the thing which buyer's expect from the firm does not cause major
effect on their level of satisfaction. This thing state that initial expectation as well as actual
performance should be considered independently. Thus, these should not be compared with the
past experience of buyers. Overall, it can be said that these all given models gives different views
and opinions regarding customer satisfaction (Perceived performance theory , 2016).
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1.4 Models of customer satisfaction
According to the researchers there are different models and structure that form customer
satisfaction. Model include Continuous Growth in customer satisfaction model. The foremost
model focuses on different components that ensure continuous improvement within the customer
satisfaction through following proper series of action that is determining or listening to the
demand and requirement of customers, measuring their feedback and comments, developing
action accordant with the comment and last step in the cycle is implementing the develop action
and monitor it to ensure the customer satisfaction.
As per this model perceived service quality along with value affects the satisfaction level
of the customers. Further, service quality is based on two dimensions which involve core quality
along with basic service contracted for rational quality (Flanagin and et. al., 2014). This model
takes into consideration various elements such as perceived value which is regarded as benefits,
customer satisfaction which is overall assessment of service provider and future intentions are
present which started likelihood of returning to the service provider is. Therefore, in this way
customer satisfaction depends on large number of factors such as relational quality, perceived
value, core quality, switching intention and loyalty intention.
Antecedents and customer satisfaction of cyber shopping store
This model entail that there are five basic antecedents of customer satisfaction which are
very effective for online shopping in internet. Herein, according to the view point of Hsu, Chang
and Chen (2012) five factors of customer satisfaction with respect to cyber shopping store are 1.
Giving quick response as per the needs of buyers. 2) well structured information system and
network facilitates. 3) secure transaction and reliable information. 4) detail information about
goods and services. 5) Availability of variety of products in internet etc. Herein, it has been
stated by Flanagin and et.al., (2014) that these all given factors will lead to have direct effect on
satisfaction level of buyers. For example, the buyers tend to feel highly dissatisfied when firm
will not given quick response to the feedback which is being given by them. Thus, due to this
they will move on the services which is being given by some other firm. This will have effect on
the market share of enterprise.
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1.5 Defining e-service quality
As per the view of Adams and et.al. (2011), in current era the use of internet for meeting
marketing goals and objectives has been increased. In this respect, the service quality is
considered as one of significant factor in determining the success of tool. It is also referred as
comparison of expectations about a service with performance. A business that focuses on high
service quality can easily accomplish the customer needs which is beneficial to have
improvement in customer satisfaction (Adams and et.al. 2011). Aziz and Yasin, (2014) has
observed that e-quality is defined as the overall evaluation or judgement of excellence by
customers while they are accessing e-service. It has been noticed that the e-service quality is
being measured by analysing the pre use perception and post use perception of website services.
In order to have effective consideration of service quality while operating a website it is
significant for businesses to ensure about flexibility, convenience and efficiency (Aziz and
Yasin, 2014). It has been noticed that the in traditional approach the customers are also attracted
towards quality evaluation so that their needs can be accomplished in appropriate manner.
Canzer, (2012) has stated that customer overall evaluation in respect to quality of e-services in
present virtual market is considered as e-service quality (Canzer, 2012).
1.6 Dimensions of E-service quality
According to Canzer (2012), service quality in virtual world is considered as significant
aspect that plays key role in effectiveness of e-commerce activities. It means if website is not
designed as per quality standards then it may affect the overall development in negative manner.
It has been noticed that with an improved focus on advancement in e-service quality the
businesses can have better opportunities in the market (Canzer, 2012). Overall effectiveness of
services can also be improved by ensuring about e-service quality. Chaffey (2007) has stated that
it is also significant for higher level of customer satisfaction and retention that may lead business
to impressive level of success. In addition to this, it can be said that the businesses need to focus
on few elements that are essential for effective website operations (Chaffey, 2007). Classification
can be as frequency to change, number of links on website, complexity consideration, number of
pictures, enhancement and other firms advertisement on portal. By having effective focus on
these aspects the management can easily improve the overall quality of website. If management
is not focused towards these dimensions then business may face critical issues that may impact
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overall development in negative manner. Other than this, privacy, personalisation and prices are
also referred as key dimensions that may affect the overall quality of web portal.
1.2 Different quality factors of ASOS and ZARA websites
As per the opinion of Flanagin and et. al., (2014), in regard to succeeding in online
business for the long term, a company is required to develop effective and good quality websites
which attracts consumers to purchase goods. However, whether individuals are a news blog,
content driven website or an e-commerce store it is significant for each and every individual to
develop effective design and quality websites which fulfil the needs of their customers. It should
be easy to handle and thus it will further help in positively responding to the needs of the
clients. However, Kim and Lennon (2013) argued that quality website will help in growing both
in terms of loyal followers but also in terms of trust that helps in increasing number of visitors to
the website. High quality websites does not only require good content but there are several other
factors such as accessibility, optimization, usability, design, trust, information quality etc. which
needs to be involved order to improve website quality. Following are different factors such as;
 Unique content: It is essential for the businesses to adopt unique content as compared to
other websites so that it helps in attracting large number of customers as stated by Chiu
and et. al., (2014). Thus, providing unique information about products it assists the
consumers to make purchase decision.
 Expertise: As per the view Cheung and Thadani (2012), content is produced by experts
and thus it requires effective research and experience. For instance, ASOS and ZARA are
retail fashion businesses and thus their websites involves lot of information regarding
clothing and fashionable products, therefore the company is required to appoint expert
people so that they can give professional advice for the website and maintain its quality.
 Accessibility: Moreover, a high quality website can be accessed with every computer
device such as tablet, mobile and laptop. Thus, such users should not identify any
usability issues so that websites can be easily accessed. A poor quality website with low
functionality on multiple platforms here could put off some consumers, and drive away
sales.
 Usability: Liu, Li and Hu (2013), noted that users can easily navigate websites and thus it
should be user friendly to deliver the best information about available products and its
related information such as price, competitor's price, product quality etc.
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 Optimization: It is another crucial quality factor undertaken by the organizations to
develop their websites. Optimizing websites for search engines has many benefits but it is
crucial for the firm to optimize websites and help the users to provide information
whenever they search information related to fashion or clothing trends in market as per
Hsu, Chang and Chen (2012).
 Reliability: As per view of Kim and Lennon (2013), it is considered as measure that
allows customers to trust on information which is being shared on website. If content
provided on web portal is not covering reliability aspects then it may affect the overall
quality of website which may affect working and performance of organisation (Kim and
Lennon, 2013). It is essential for management to make sure that the accuracy of content is
need to be maintained so that prompt delivery of services is being accomplished.
 Attentiveness: Chiu and et. al., (2014) has asserted that attentiveness is also needed to
be maintained by the management so that service standards can be accomplished. If
attentive response is not provided to customers in respect to their comments and queries
then it will affect the overall development in negative manner (Chiu and et. al., 2014).
Individualized attention need to be considered by the management so that quick
responses can be renders . Executives of retail firm need to be available so that customer
questions can be resolved in appropriate manner.
 Ease of use: Cheung and Thadani (2012) has contended that the ease of use is considered
as factor that plays key role in success. If convenience and easy use is not provided to
customer’s then it has direct negative impact on the customer satisfaction. Management
need to ensure that the website is well organised, structured so that quality standards can
be maintained. By making assure about understandable content and proper allocation of
navigation tools are also beneficial to improve the quality of web portal (Cheung and
Thadani, 2012). Moreover, the terms and conditions also need to be considered in
appropriate manner so that overall performance can be improved in order to lead business
to impressive level of success.
 Security: According to Shin and et. al., (2013) the security is referred as factor that may
affect the effectiveness of website. It has been noticed that any kind of avoidance in
respect to security influences the overall development of organisation. It is essential to be
consider in significant manner because it relates directly with the personal information of
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users. If security standards are not well maintained then it may increase the chance to
enhance the ratio of personal information lacking (Shin and et. al., 2013). It is essential
for management to have implications of standards that can reduce purchase risk.
 Credibility: It is referred as business history of online retailers because it creates better
brand image. As per view of Chen and Teng (2013), if website reference is not provided
on any other website then it may affect the credibility of portal. In order to meet the
customer satisfaction standards the management need to ensure about credibility of
website (Chen and Teng, 2013).
1.3 Quality of websites influencing buying decisions for ASOS and ZARA
As per the opinion of Shin and et. al., (2013), website quality can be evaluated on the
basis of how well the website provides assistance to consumers with their shopping experience.
It is essential for the customers to evaluate websites' information quality so that its content can be
informative in regard to influencing buyers to make purchasing decisions. Also navigation of
websites should be easier so that it helps in informing the users regarding different areas and
information contained within the website and the way it helps in achieving results. Organizations
are required to make the appearance of websites attractive so that individuals can be better
influenced towards the website and thus make purchasing decisions faster, this helps in
increasing sales and profitability of the company. Furthermore, Chen and Teng (2013), viewed
that there are eight categories in which the websites are analysed such as navigation,
communication, ease of use, visual impact, individual impact, finding information, useful
content, external integration and communication. All these factors needs to be considered by
retail organizations at the time of developing the website so that it looks attractive to consumers
and helps them in making decisions.
According to the Cheng and Huang (2013), implementing the theory of reasoned action
as it helps individuals to develop beliefs that influences attitudes and thus turn customer’s
intentions and behaviours towards purchasing products. Also, it can be assessed that usefulness,
ease of use and quality information helps in influencing consumer’s behaviour to make repeat
purchase with the help of websites. Chang and Tseng (2013) stated that dimensions of visual
appeal, innovativeness and flow of emotional appeal helps in developing consumer’s attention
and appeal to enhance purchasing decision of the individuals.
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Manylagbor (2011), suggested that quality websites help in providing information to
consumers regarding different factors such as system quality, information quality, user
satisfaction etc. It has been noticed that all these factors assist the consumers in identifying the
information quality which influences tbe usage and user satisfaction to attain desired results.
Furthermore, it can be assessed that developing effective website quality with appropriate
information and features assists in enhancing customer usage so that purchasing decisions can be
improved, and clients are inclined to purchase more from the website. Thus, it is essential for the
company to influence consumers by providing them with the best quality products or services in
order to satisfy the needs of consumers. With the help of attractive websites, it assists businesses
to influence individuals towards purchasing from the website and thus enhance sales of products
and services.
1.4 Quality factors lead to consumer satisfaction
According to the opinion of Flanagin and et. al., (2014), it is stated that customers play a
significant role in organizational success. Therefore, it is essential for the company to adopt
different strategies that are required to be obtained to maintain consumer satisfaction and thus it
will ultimately helps in enhancing the sales and profitability of firm in the market. Organizations
operating its business across different retail sectors such as fashion and clothing are required to
involve best quality features within their products and thus it should be displayed attractively
upon websites which will help in improving customer satisfaction so that desired objectives can
be obtained. However, Kim and Lennon (2013), argued that developing quality of websites
assists in enhancing business opportunities and thus large number of customers can be attracted.
Also, it is significant for the firm to deliver best quality products or services so that maximum
satisfaction can be attained. Hence, quality factors play a crucial role to lead firm towards
consumer satisfaction.
As stated that Chiu and et. al., (2014), it is essential for the organisation to undertake
effective quality factors within their website and thus develop it efficiently so that consumer
needs and preferences can be satisfied. It also helps in attaining maximum satisfaction in relation
to enhance sales and profitability of the firm. Consumers are always aiming to obtain maximum
satisfaction from products or services which they purchase. Hence, the company is required to
maintain their policies and procedures regarding product quality so that desired goals can be
attained. Also, firm obtain reviews from customers regarding improvement in quality which
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assists in enhancing consumer satisfaction. However, Cheung and Thadani (2012), noticed that
satisfaction of clients helps the organization in increasing repeat purchase and thus it brings
desired outcomes in an effective way. Therefore, it is essential for businesses to obtain client’s
feedback to review their requirements and thus attain satisfaction. Thus, customer satisfaction
assists in enhancing sales and profitability of firm in the marketplace.
1.5 Relationship between quality of website and purchase intention of buyers
As per the opinion of Liu, Li and Hu (2013), there is an effective relationship between
website quality and the purchasing intention of buyers so that sales and profitability of firm can
be enhanced. There is a relationship between qualities of website as it influences the buyers to
develop purchase intention and enhance sales and profitability of firm. It is significant for the
organisation to develop attractive website which involves different features to make customers
satisfied. Through developing effective websites, it helps consumers to make purchases with
confidence and thus buy goods so that the companies sales and profitability of the firm can be
enhanced. However, Shin and et. al., (2013), argued that buying behaviour of client’s can be
identified through their purchasing habits and thus it further identifies that best quality goods can
be delivered to consumers and attain desired targets. For instance, if the website quality is not
appropriate that it will fail to attract consumers towards organisation and thus it will decrease its
sales to a great extent.
Chen and Teng (2013), noticed that websites helps in providing best information to
consumers so that they can enhance customers' viability and attract them towards firm. It also
helps in enhancing brand value of the firm within the market. With the help of proper
relationship being developed between the website quality and customer satisfaction it influences
people to purchase products or services and attain desired goals.
Chang and Tseng (2013), examined that individual possess trust and relation between
purchase intention and enhancing sales within firm. Thus, it is essential for the organisation to
develop its website effectively to attract clients towards the firm and thus achieve desired
satisfaction. Also, it is crucial for the enterprise to clarify that perceived value functions and
quality helps in developing relationship between perceived trust and purchase intention to
develop effective relationship with each other and attain desired results. Thus, it is essential for
the organization to develop effective relationships so that trust and confidence can be developed
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among clients and businesses regarding product quality so that sales and profitability of firm can
be obtained and continue to grow in the future.
1.6 Relationship between quality of website and customer satisfaction 300
As per view of Liao and Cheung (2011), website service quality has great relation with
customer satisfaction so it is necessary for management of retail firms to ensure about it in
appropriate manner. Customer satisfaction is considered as combination of both cognitive and
affective components. Cognitive elements are referred as assessment of quality dimensions. In
this management need to focus on factors like emotions, attributions and perceptions of equity
(Liao and Cheung, 2011). In other aspect, it can be stated that the customer satisfaction is
significantly a cognitive comparison between expectations and perceptions of basic service
quality dimensions. Morteza (2011) has contended that if quality of e-commerce services is not
appropriate then it will impact the emotions and attribution of individual which may affect the
customer satisfaction. It means it is necessary for business entity to make sure that the service
quality is well maintained so that goals and objectives can be accomplished in effective manner
(Morteza, 2011). In other words, it can be stated that the relationship between satisfaction and
service quality can be evaluated by assessing the delivery of online service. For example, the
information about products and services is not delivered in appropriate manner then it impacts
the satisfaction aspects. It also indicates that the service quality and satisfaction level of
customers have great relation with each other.
Edward (2012) has asserted that if quality of website is not appropriate then it will have
impact on the customer satisfaction. For example, the customer is accessing Zara website to
purchase product and services but the colour combination in regard to background and content is
not appropriate. In such condition, the customer will not able to understand the information
provided on portal. It will have direct negative impact on the customers belief and their
satisfaction level (Edward, 2012). It also indicates that the service quality and customer
satisfaction has great relation with each other.
1.7 Factor needs to be consider during the use of website 400
According to Mathur and Evans (2013), there are number of factors that need to be
consider effectively by the management so that customer satisfaction can be improved in
appropriate manner. If company is not concerned about classified factors then it will impact
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overall development in negative manner. Classification of factors can be as good visual design,
content, navigation, security, etc (Mathur and Evans, 2013).
In addition to this, it can be said that the business firm need to ensure that the website
need to cover good visual design so that more and more customers can be attracted towards it. If
visual aspects are not well managed then it will have direct impact on the customer belief which
may affect overall business in diverse manner. It has been noticed that the success of website is
dependent upon its design so management need to consider it in appropriate manner for meeting
goals and objectives. Liao and Cheung (2011) has also asserted that in order to ensure about
visual elements the business firm need to consider factors like logo, white space, theme, layout,
colours and font. If logo of ZARA is not visualised effectively on the web portal then it will have
direct impact on the business firm success. It is significant for organization to make sure that the
theme is selected in such manner that it attracts customers and force them to have its
accessibility. Nature of business also need to reflect under website theme (Liao and Cheung,
2011). Morteza (2011) has contented that these aspects also have direct impact on the customer
satisfaction. It means management of business firms need to ensure about it in effective manner.
Navigation facilitates individual to access and search information effectively on the website. If
company has not considered it effectively then customers will feel barrier in accessing the
information. It may affect the customer perception which has direct influence on the customer
satisfaction (Morteza, 2011). GPS of web portal is essential because it allows to search
information in convenient manner.
Edward (2012) has suggested that by having improved focus on theme, structure, design,
etc the businesses may attract more and more customers towards businesses. It is beneficial to
have improvement in customer base that have direct relation with customer satisfaction. Security
of payment is also need to be consider effectively by the management to make sure that the
service quality of e-commerce services are well maintained. It may lead business to impressive
level of success (Edward, 2012).
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