Research on Customer Satisfaction in E-commerce Platforms—A Case Study of Taobao
- Author I-Ching Chen
- Co-Author Xinyan Xie
- DOI https://ww
- Country : China
- Subject : Economics and Management
Keywords : Customer Satisfaction, E-commerce Platform, Customer Complaint Handling, User Experience, CCSI.
Abstract
Based on the Chinese Customer Satisfaction Index (CCSI) model, this paper adds two variables specific to e-commerce platforms: user experience and customer complaint handling. Regression analysis is used to test the hypotheses. The research finds that factors such as expected quality, user experience, and customer complaint handling have a significant positive impact on customer satisfaction. Based on these findings, the paper proposes strategic recommendations and rational measures to improve customer satisfaction, aimed at helping e-commerce platforms optimize service processes and enhance customer satisfaction.
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