Customer experience about service quality in online environment:

A case of Iran

Presenter: Laura ChenInstructor ： Dr. Pi-Ying HsuDate: 2014/4/5

CITATION

Sorooshian, S., Salimi, M., Salehi, M., Nia, N. B., & Asfaranjan, Y. S. (2013). Customer Experience about Service Quality in Online Environment: A Case of Iran. Procedia-Social and Behavioral Sciences, 93, 1681-1695.

Contents

INTRODUCTION1

LITERATURE REVIEW2

METHODOLOGY3

RESULTS4

CONCLUSIONS5

CRTIQUES AND SUGGESTIONS6

INTRODUCTIONBackgroundLiterature ReviewThe purpose of the Study

INTRODUCTIONBackgroundLiterature ReviewThe purpose of the Study

Background

Nowadays, online product communities have

changed with the presence, support, and

competition created by corporations such as Sony,

Microsoft, IBM, and motorcycle manufacturer like

Ducati. (Nambisan & Watt, 2011)

Literature Review

Online product communities have such unique

characteristics and facilities that we have in effect to

consider a concept which could redefine the

customer’s online community experience. (Nambisan & Watt, 2011)

The purpose of the study

This study aimed to identify the main dimension of

customer experience in online environment, and

measure the impact of these main components

including pragmatic, hedonic, sociability and

usability experience on service quality.

LITERATURE REVIEWResearch FrameworkService QualityCustomer ExperienceHypotheses

LITERATURE REVIEWResearch FrameworkService QualityCustomer ExperienceHypotheses

Research framework

Service quality

Pragmatic experience

Usability experience

Sociability experience

Hedonic experience

Cu

stom

er Exp

erience

Service quality

Service quality is an assessment, which defines the abilities of a

delivered service to meet the needs of the customers. (Lewis & Booms, 1983)

Expanding the concept of online service quality might result in

questionable reliability, diminished adequacy and efficacy or

constrained predictive validity. (Parasuraman et al., 2005)

Customer experience

Customer experience is considered the entire

interaction among customers and products,

companies, or other segment of a firm that derives a

reaction. It is a general view that sees an individual

compared to a customer in a distinct way.(LaSalle et & Britton, 2003)

Pragmatic dimension

The factor of dimension is related to user’s goal

orientation behavior and show if users have found the

experience with the online team useful, worthy or

valuable. (Mathwick et al., 2001)

HA1: Service quality is significantly and positively affected by Pragmatic Experience.

HA0: Service quality is not significantly nor positively affected by Pragmatic Experience.

Hedonic dimension

This factor indicates users’ feeling of excitement

presented in the place where their desired goals are a

vital issue. (Mummalaneni, 2005)

HB1: Service quality is significantly and positively affected by Hedonic Experience.

HB0: Service quality is not significantly nor positively affected by Hedonic Experience.

Sociability experience

This dimension is considered as the social experience

which a member extracts from his/her association with

the online goods community.(Preece, 2000)

HC1: Service quality is significantly and positively affected by Sociability Experience.

HC0: Service quality is not significantly nor positively affected by Sociability Experience.

Usability experience

The usability dimension of online customer experience

is defined as the customers’ experience in surfing and

using the online community environment. Thus, this

dimension reflects an aspect of technology. (Nambisan & Watt, 2011)

HD1: Service quality is significantly and positively affected by Usability Experience.

HD0: Service quality is not significantly nor positively affected by Usability Experience.

METHODOLOGYSample & ProcedureInstrument & Reliability

METHODOLOGYSample & ProcedureInstrument & Reliability

Sample & Procedure

17

Instrument

The result indicate that the Cronbach’s Alpha value is greater than 0.7 and according to Nunnally (1978) that shows that all items are acceptable.

RESULTSFactor AnalysisRegression

RESULTSFactor AnalysisRegression

Factor analysis

Regression’s results

Model Summary

Model R R SquareAdjusted R

SquareStd. Error of the Estimate

1 .772 .596 .585 .68962

59.6% of the customer value is affected by the four identified independent variables.

Regression’s results

Unstandardized Coefficients

StandardizedCoefficients

Model B Std. Error Beta T Sig.

Constant -.501 .279 -1.796 .075

PRAGMATIC .172 .058 .164 2.949 .004

HEDONIC .488 .061 .478 7.940 .000

SOCIABILITY .330 .54 .329 6.072 .000

USEABILITY .197 .063 .187 3.112 .002

HA1: Service quality is significantly and positively affected by Pragmatic Experience.

HB1: Service quality is significantly and positively affected by Hedonic Experience.

HC1: Service quality is significantly and positively affected by Sociability Experience. HD1: Service quality is significantly and positively affected by Usability Experience.

ConclusionConclusion

Conclusion

Companies should make their online service more

pleasant for their customers, and let customers feel

that using the online service is useful, informative,

productive and valuable.

Conclusion

Companies should try to design online services that

are easy for the different levels of customers on the

move to improve service quality.

Critiques &SuggestionsCritiques &Suggestions

Critiques and suggestions

Critiques

Suggestions

1. Finding customers with enough experiences

2. Small sample size

3. The population is comprised of users in Tehran only.

Increase sample size

Extend the research location

Include customers with or not with enough experiences