THE DETERMINANTS OF CUSTOMER SATISFACTION IN ONLINE AND OFFLINE MEDIUM

Abstract

This research explores the factors that influence customer satisfaction in online and offline environment. The main objective of this research is to discover in-depth knowledge about determinants of customer satisfaction both in online and offline environments. This research builds a conceptual framework where customer satisfaction is being influenced by common factors and specific factors in online and offline medium. To that extend, the use of regression analyses was suitable in order to explore the relationship between the aforementioned factors and customer satisfaction in online and offline environments. This research finds that, the ease of obtaining information is the only common factor significantly affects the general customer satisfaction in online service. In addition, the specific factors such as interactivity of website and trust are also statistically significant increasing the customer satisfaction in online service. In offline service, there are 3 common factors that significantly increase the customer satisfaction. Those factors are the ease of obtaining information, frequency of use, and payment equity. Personal interaction as a specific factor is also proved to have a significant effect on customer satisfaction.

Keywords: Customer Satisfaction, online and offline medium