Aplikace modelování strukturních rovnic na proces utváření spokojenosti a věrnosti zákazníků při nákupech na slevových portálech

Abstract

This dissertation focuses on customers’ satistaction and customers’ loyalty in the online shopping. Half of the citizens of the Czech Republic use the online shopping regularly nowadays. The online group buying is a part of e-commerce. Although the online group buying is popular between customers, it presents certain risks for traders. One of the risks belongs to the low level of customer loyalty; it means a low rate of repeat purchases at one of the online group buying auctions. Customers are primarily oriented towards the profitability of offers. However, loyal customers bring many benefits to vendors. Therefore, e-commerce and social commerce managers should deal with creating of loyal customers instead of trying to attract new customers. Achieving of a higher level of customers’ satisfaction with the purchase is one of the possible ways to how to do it. The aim of this dissertation is to identify the model of online group buying customers’ behaviour with the proof of the links between customers’ satisfaction with the purchase and customers loyalty using statistical method of a structural equation modeling. The expectation - confirmation model and DeLone and McLean IS success model were applied for the identification of variables and constraints in the designed model. These models were extended by another factor, specifically by a trust. The factors contributing to shaping of customers’ behaviour were analyzed from the online group buying customers’ perspective and from the perspective of vendors’ customer. Data obtained by the electronic questioning was initially analyzed using a factor analysis with the aim of grouping variables into factors that can be crucial to customers’ satisfaction and loyalty. Subsequently, the models of online group buying customers’ satisfaction in terms of the dual role of customers were compiled using the results of the factor analysis. These models were analyzed and validated using the method of a structural equation modeling. Based on these results, the statistically significant variables were applied for compiling of the models of the process of the online group buying customers satisfaction and loyalty creating. The method of a structural equation modeling was applied to analyse and validate the proposed models. The impacts between variables were demonstrated and quantified in the conducted analysis. The most important results learned from the application of statistical methods in customers’ behaviour are summarized in the conclusion. The results are compared with results especially of foreign authors’ researches. The dissertation also includes the restrictions of the research and proposals for a further scientific work.