Customer Satisfaction Measurement with Online Group-Buying Auctions on the British Market

Abstract

The aim of this thesis was to examine attributes that may influence British customer´s online group buying satisfaction, including those which are mostly ignored by many studies and from total online shopping experience perspective. In this thesis is proposed model of satisfaction with online group buying website Groupon, including nine attributes which are significant predictors of online customer experience. There were defined nine hypothesis based on those attributes. Questionnaire of this research was distributed online throw social media and included numerous statements which respondents were supposed to rank from strongly disagree to strongly agree on 7 point Likert scale. Also, respondents were asked to evaluate their perception of importance of all those attributes. After data collection there was used Spearman´s correlation coefficient for analysis together with defining its intervals and in the end compared with respondent´s evaluation of importance of all attributes. All defined hypotheses were confirmed except for one. Lastly, in the end of this thesis there is discussion about all findings and recommendations which should Groupon follow.