A Cross-National Comparison of the Determinants of Customer Satisfaction with Online Stores

Abstract

Customer experiences with shopping have been found to vary across different national cultures. However, few empirical studies have examined the differences in the relationship of customer satisfaction in online shopping with its determinants across national cultures. This study employs Hofstede's cultural values to examine the relative influence of the determinants of customer satisfaction in online shopping across the US and South Korea. The results indicate that the levels of relationship of customer satisfaction with its determinants were influenced by national cultures. For example, time saved was found to be a more important factor for customer satisfaction for US customers, compared to Korean customers. Website aesthetic quality, risk, and customer support were found to be more critical factors for Korean customer satisfaction. The results of the study will be useful in understanding the role of culture in customer satisfaction and help provide guidelines for developing online stores with a global reach.

KEYWORDS:

• National Cultural Differences
• Customer Satisfaction
• Technology Mediated Service Encounters
• Online Shopping
• Internet Retailers

Additional information

Notes on contributors

Kyootai Lee

Kyootai Lee is an assistant professor in Technology Management at Ulsan National Institute of Science and Technology. He holds his Ph.D. in Business Administration at University of Missouri - St. Louis. His papers appeared and are forthcoming in IRMJ, JITM, JOCEC, and JGITM and several conference proceedings (e.g. SIGMIS conference and AMCIS). His current research interests include individual and organizational innovativeness, quantitative methodologies, and management of software firms.

Kailash Joshi

Kailash Joshi is Professor of MIS at University of Missouri, St. Louis. He received his Ph.D. in MIS from Indiana University. Prior to joining academics, he worked in industry in the areas of purchasing, materials, production, and systems for nine years. His other papers have appeared in MIS Quarterly, Decision Sciences, IEEE Engineering Management, Information Systems Journal, Information and Management, DataBase, JITM, Journal of Data Warehousing, Journal of Purchasing and Material Management, and Production and Inventory Management Journal.

Mueun Bae

Mueun Bae is a professor of Business Administration at the Inha University in Korea. He received his PhD from Saint Louis University. Now, he is serving as a member of the editorial board inKorean Customer Satisfaction Academic Association.