E-satisfaction: a qualitative approach

Abstract

Consumption is a fundamental activity among people living in the XXI century society and researches treat satisfaction as a key variable in models of consumer behavior. We can find in the bibliography many variables related to consumption and satisfaction experiences. This situation becomes more complicated considering Internet commerce as a new consumption stage that in a few years has experienced a significant growth because bibliography about Internet commerce is not growing as fast as this kind of commerce. Considering this situation, the present research has as main objective the study of the esatisfaction phenomenon from a qualitative approach. We have worked for this purpose from the point of 20 expert views and 4 focus groups. Our results show that providers concerns lie on both service and product quality as key determinants of customer satisfaction. Nevertheless, customers are more attentive to the classical variables reported by the satisfaction bibliography. In this study we also present the advantages and disadvantages perceived by consumers and providers in the Internet commerce.