Modeling the Consumer Satisfaction: Perspective from Service Quality

Abstract

Amidst the backdrop of burgeoning online retail and escalating consumer complaints, this study delves into the factors influencing consumer satisfaction on the Pinduoduo (PDD) e-commerce platform in China. The research endeavors to achieve three primary objectives: (1) to empirically validate the impact of PDD's customer service quality on consumer satisfaction; (2) to explore the nuanced influence of perceived quality and perceived value on consumer satisfaction; and (3) to proffer actionable recommendations for enhancing customer service quality. Employing a quantitative research methodology, data were meticulously collected from a sample of 417 PDD users aged 24 to 43 through an online questionnaire. Structural equation modeling (SEM) was subsequently employed to rigorously analyze the interrelationships between service quality, consumer expectations, perceived quality, value, and satisfaction. The findings of this study unequivocally demonstrate that (1) PDD's customer service quality exerts a statistically significant and positive impact on consumer satisfaction; (2) perceived value wields a significant positive influence on satisfaction, whereas the impact of perceived quality is comparatively minor; and (3) consumer expectations positively affect both perceived value and overall satisfaction. These results underscore the importance of customer service quality, perceived value, and the fulfillment of consumer expectations in elevating consumer satisfaction on e-commerce platforms. Avenues for future research include investigating age-related disparities in satisfaction, integrating qualitative research methods to gain deeper insights, and refining the CCSI model to enhance its applicability within the dynamically evolving digital landscape.