CUSTOMER SATISFACTION OF GOODS PURCHASING SERVICE VIA E-MARKETPLACE: COMPARISON BETWEEN LNW AND WE LOVE SHOPPING

Abstract

The purposes of this research were to compare levels of customer satisfaction of goods purchasing via E-marketplace between Lnw shop and We love shopping, and to determine factors affecting level of customer satisfaction of those customers. Conceptual framework was based on American Customer Satisfaction Index model. Stratified random sampling technique was applied to select 415 customers to answer self-reported questionnaire. Data were analyzed by bivariate analysis and regression model analysis. Research findings revealed that levels of customer satisfaction of Lnw shop and We love shopping had no significant difference; and factors that significantly affected customer satisfaction consisted of quality of goods and services of the website. These results implied that customers who choose to buy products and are satisfied with products because the products have a good quality.