Identifying opportunities for improvement in online shopping sites

Gerson Tontini

Journal of Retailing and Consumer Services, 2016, vol. 31, issue C, 228-238

Abstract: The aim of this study is to show how different methods may provide online shopping managers with information regarding which attributes affect customer satisfaction, and how to identify what to improve or offer in the market. For this purpose, 409 Brazilian users of online shopping answered questionnaires, evaluating 26 attributes. These attributes are grouped on five dimensions: Accessibility, Fault recovery, Security, Flexibility, and Interaction/feedback. The present study evaluates different actions suggested by Importance Performance Analysis (Martilla and James, 1977; Slack, 1994) and Improvement Gap Analysis (Tontini and Picolo, 2010), exploring the limitations and strengths of each method. The results show that Improvement Gap Analysis overcomes the limitations of Importance Performance Analysis, related to the nonlinear relationship between attribute performance and customer satisfaction.

Keywords: Online shopping sites; Customer satisfaction; Identifying opportunities for improvement; Improvement gap analysis; Importance performance analysis (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:31:y:2016:i:c:p:228-238

DOI: 10.1016/j.jretconser.2016.02.012

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