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  • Μικρογραφία εικόνας
    Τεκμήριο
    Factors affecting customers' satisfaction during the COVID-19 pandemic in Greek online retailing
    (2021-07-14) Kasimati, Georgia-Myrto; Athens University of Economics and Business, Department of Marketing and Communication; Painesis, Grigorios; Indounas, Konstantinos; Drosos, Dimitrios
    The already increased use of the Internet and e-commerce during the past years skyrocketed amid the COVID-19 pandemic, as the shutting down of brick-and-mortar stores led many consumers to make their purchases online. This study investigates which service qualities in the Greek online retailing are important for customers when they evaluate an online retailer and which of these services lead to customer satisfaction or dissatisfaction. Another purpose of this study is to identify shifts in factors affecting customers’ post-purchase satisfaction regarding the merchants' online service quality during the COVID-19 crisis. Although previous research has been conducted for service quality in the online context, no research has been done yet during the COVID-19 period in Greece. This research utilizes user-generated content in the form of online reviews and a content analysis approach has been performed on consumers’ comments.For the period before the outbreak of COVID-19 in Greece, the categories revealed are order timeliness, responsiveness, order status tracking, order condition and merchandise stock availability. During the pandemic eight categories were added apart from the aforementioned attributes: product price, contact, compensation, courtesy, purchase process, external collaboration, merchandise quality and order accuracy. Logistic regression analysis was performed to identify whether a relationship exists between the most frequently mentioned categories and customer satisfaction for both periods, pro and during the COVID-19 pandemic.