| Groupon was launched in America in November 2008, which achieved break even after seven months. Owing to its great success, online group buying becomes very popular worldwide. In China, the first online group buying website based on the model of Groupon was built in January 2010, and then more and more similar websites are set up. In order to sustain and develop in the increasingly intense competition, the online group buying websites should satisfy the demands of customers and upgrade the satisfaction index. Therefore, it is very significant and meaningful to construct a customer satisfaction index (CSI) system for evaluating online group buying.Through the analysis of the characteristics of online group buying and its influencing factors, this thesis presents a customer satisfaction index system for evaluating online group buying based on the domestics and overseas research results about CSI and the CSI systems for evaluating online shopping proposed by the former scholars. And then the thesis makes the empirical analysis on the rationality of the index system and the key influencing factors in the CSI of online group buying, and builds its evaluation model. Finally, the thesis puts forward relevant proposals with reference to the development of online group buying.It is obtained from the empirical analysis that the customer evaluation index system including website design, product property, security, quality after service of group buying sites and service quality of original sellers, as well as the 15 sub-dimensions can basically make reasonable evaluation for customer satisfaction of online group buying. In addition, the five dimensions of influencing customer satisfaction in the order of degree are respectively service quality of original sellers, product property, quality after service of group buying sites, security and website design. Furthermore, the customer satisfaction of online group buying is between relatively satisfactory and unsatisfactory. |
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