Consumer Satisfaction on Online Services in Kosovo

Abstract

This paper aims to analyse and examine consumer behaviour based on different variables (age, gender, level of education, income, customer care, delivery time), and the impact of those variables on consumer satisfaction on domestic and foreign online services in Kosovo. The data represented in the paper have been collected on 2017 and 2019. The majority of demographic variables (except gender and income) as independent variables have shown to be significant in explaining consumer satisfaction from online services. On the contrary, the level of customers’ gender and income have shown to be statistically insignificant (p=0.143 and p=0.264 respectively; where α=5%). In addition, income has shifted from being insignificant in 2017 to significant in 2019. It can be inferred that the strongest correlation has shifted towards the price level of the 4 P’s of Marketing with total customer satisfaction from online services (r=.996), followed by customer care (r=.990).

Digital Marketing Communication in Developing Countries

“…Individual consumers use social media platformsnot only to make friends but also for business purposes (Kucukemiroglu andKara, 2015, Davies et al, 2016;Ludwing and De Ruyter, 2016;Beqaj et al, 2019). Consumers also use social media to express opinions about various products and services (Ho, 2017).…”

ISJM Volume 7, No.2 (2023)

“…Based on the importance of online shopping has increased the interest of the researcher to investigate what factors affect online shopping behavior and their relationship with consumer satisfaction. Researchers in the past attempted to explain the antecedents of online shopping and stated that demographic characteristics such as age, gender, education, income, and variety of products (Beqaj et al, 2019) play a significant role in purchase decisions and also in consumer satisfaction. Most of the studies that are conducted in emerging economies like Kosovo have investigated the factors that affect online shopping and what affects their satisfaction, but no one has studied how much our consumers who live in rural areas are inclined to buy online (Ismajli et al, 2022;Jashari & Rrustemi, 2017).…”

“…Therefore the purpose of this research is to assess the online shopping behavior of the rural consumer, to see how rural consumers engage in online shopping, Since rural customers stay in villages and are not familiar with online shopping, what percentage of rural consumers engage in online transactions and how they feel about online shopping. Consumer satisfaction and demographic factors affecting shopping behavior have been studied a lot (Beqaj et al, 2019;Davis, et al, 2021;Uzun & Poturak, 2014). Therefore, this study tries to investigate convenience, variety seeking, social influence, advertising, product, and trust as antecedents of online shopping behavior and their effect on consumer satisfaction.…”

Antecedents of online shopping behavior and their effect on consumer satisfaction

“…Based on the importance of online shopping has increased the interest of the researcher to investigate what factors affect online shopping behavior and their relationship with consumer satisfaction. Researchers in the past attempted to explain the antecedents of online shopping and stated that demographic characteristics such as age, gender, education, income, and variety of products (Beqaj et al, 2019) play a significant role in purchase decisions and also in consumer satisfaction. Most of the studies that are conducted in emerging economies like Kosovo have investigated the factors that affect online shopping and what affects their satisfaction, but no one has studied how much our consumers who live in rural areas are inclined to buy online (Ismajli et al, 2022;Jashari & Rrustemi, 2017).…”

“…Therefore the purpose of this research is to assess the online shopping behavior of the rural consumer, to see how rural consumers engage in online shopping, Since rural customers stay in villages and are not familiar with online shopping, what percentage of rural consumers engage in online transactions and how they feel about online shopping. Consumer satisfaction and demographic factors affecting shopping behavior have been studied a lot (Beqaj et al, 2019;Davis, et al, 2021;Uzun & Poturak, 2014). Therefore, this study tries to investigate convenience, variety seeking, social influence, advertising, product, and trust as antecedents of online shopping behavior and their effect on consumer satisfaction.…”