Research On The Evaluation System Of Group Buying Website Based On Customer Satisfaction

The year of2010witnessed the rapid development of a new purchasingmode---online group buying. The rise of this group purchasing mode is originallycontributed by the successful operation of an American group purchasing websitenamed Groupon. Groupon’s successful group purchasing mode set off the upsurge ofstarting business among people around the world and was widely imitated. In China, thegroup purchasing industry experienced its incredible boom which was described asBai-Tuan-Da-Zhan or Qian-Tuan-Da-Zhan within a single year. Low starting costand simple operating procedures are the main reason why the group purchasing industryhas attracted a great number of Chinese entrepreneurs. However, group purchasingwebsites in China have not achieved so much reputational and financial success as thosein foreign countries, which mainly results from the emerge of a huge flock of grouppurchasing websites of varied qualities and the serious homogeneous phenomenon itbrought about, thus exerting a bad influence on satisfaction of customers and thehealthy development of the group purchasing market as a whole.At present, theoretical research on the evaluation of group purchasing websites isrelatively insufficient and empirical studies on it are also rare. Most researchers focuson explaining relevant phenomena about online group buying and new grouppurchasing websites, analyzing their current state, characteristics, existing problems anddeveloping prospect. In order to solve these limitations and fill some gap in thisresearch field, the author chooses some new group purchasing websites as her researchobject and adopts an empirical study. The present research is theoretically andpractically significant in establishing group purchasing websites evaluation systembased on customer satisfaction.First and foremost, this thesis systematically depicts fundamental theories oncustomer satisfaction, online purchasing, and e-commerce websites and so on, primarilyestablished an evaluation index system for group purchasing websites based oncustomer satisfaction through literature review and interviews and designs thequestionnaires. Then, the questionnaires are issued online and data is collected andanalyzed with the software SPSS17.0. According to the analytical results, verificationsand modifications are done to this system and the weights of all the indexes in thesystem are computed scientifically. Finally, a reasonable evaluation index system forgroup purchasing websites based on customer satisfaction is established. Based on this system, some effective strategies and advice are proposed to group purchasing websitesowners.