Meranie spokojnosti zákazníkov so sociálnym obchodovaním v rámci zľavových portálov na trhu v Južnej Kórei

Abstract

The main subject of the thesis is measurement of the customer satisfaction with group-buy social commerce and coupon sites on the South Korean market. The aim of the thesis is to design a model in regards to Expectation - Confirmation theory and thus to identify the factors that affect the satisfaction of a Generation "Y" members and their interest in repeat purchases. The main focus of research within the thesis is on the perceived value of customer interactions across the social commerce sites, trust, website´s quality, customer satisfaction and repeat purchase intention. Partly the paper is devoted to describe the customer experience with social commerce websites in South Korea and the specification of their purchase. As an appropriate method of research have been chosen an online survey using the questionnaire. Essential part of the work is dedicated to the Structural Equation Modelling, which was used to examine the variables in the designed model corresponding to the conditions on the South Korean market. The result of structural equation modelling is establishing an effect the compliance customer expectations and reality within the purchase, to the final customer satisfaction.