Měření spokojenosti zákazníků slevových portálů na kanadském trhu

Abstract

The aim of the thesis is to identify the factors that affect customer satisfaction with online group buying in the canadian market conditions according to the proposed structural model. Mainstay of the paper investigates if reciprocity, trust and vendor`s creativity affect user satisfaction and intention toward online group buying. Social exchange theory was used to identify these factors. The method of structural equation modelling is used to evaluate validity and reliability of the proposed model. It was found that the proposed model in not optimal in the canadian market so a more suitable structural model for the canadian conditions was created. The remaining part of the thesis investigates customer experience and satisfaction with online group buying.