Internet Marketing and Customer Satisfaction in Emerging markets: the case of Chinese Online Shoppers

Maktoba Omar, Ian Bathgate, Sonny Nwankwo

Research output: Contribution to journalArticlepeer-review

31 Citations (Scopus)


– The purpose of this paper is to examine the factors that influence customer satisfaction among Chinese online shoppers. It applies the normative categories identified in the literature and tests them for effect in the emerging Chinese online consumer market.

– Electronic survey instrument was used to obtain data from Chinese online shoppers. The survey covered 15 composite items that could potentially influence the level of customer satisfaction related to online shopping experience. These, in turn, were further decomposed to six driving factors (convenience, product performance, customer services, security concerns, web site interactions, and web site sensory stimulations).

– It was possible to identify and classify the most critical moderators of online customer satisfaction (most of which are consistent with similar studies in the West). Paradoxically, the data also revealed the existence of some behavioral differences which are context‐specific.

Research limitations/ implications
– As is usually the case with online surveys, there was limited scope for free‐response data to be generated. Also, the study concerned itself with the factors influencing customer satisfaction, but did not examine the relationship with online purchase intention and loyalty.

– This paper provides some fascinating insights into the factors that moderate the level of customer satisfaction among Chinese online shoppers. These are likely to become the important determinants of success (or failure) of companies' customer satisfaction management programs related to online shopping in China and, therefore, of practical value to companies engaging in internet marketing.
Original languageEnglish
Pages (from-to)224 - 237
Number of pages13
JournalCompetitiveness Review: An International Business Journal
Issue number2
Publication statusPublished - 2011


  • Customer satisfaction
  • Internet shopping
  • China
  • Emergin markets


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