THE EFFECTS OF MARKETING MIX, E-SERVICE QUALITY, AND E-RECOVERY SERVICE QUALITY ON CUSTOMER’S SATISFACTION OF MEB’S ELECTRONIC BOOKS WEBSITE AND APPLICATION

Abstract

The objectives of this research are 1) to study the differences of personal characteristics, 2) to study the marketing mix in e-commerce factors, 3) to study the electronic service quality factors, 4) to study the electronic recovery service quality factors, and 5) to study the overall factors affecting customer satisfaction of MEB's electronic books website and application. Questionnaires were used as a data collection tool, and samples were selected through a convenience sampling method from 400 samples of the customers receiving services from MEB's electronic books website and application. Descriptive statistical analysis and inferential statistical analysis were employed in this research. The result of testing hypothesis revealed as follows: 1) the personal characteristics including gender, age, marital status and average income per month had no significant difference affecting customer’s satisfaction, while different occupation and education affected customer’s satisfaction; 2) marketing mix in e-commerce factors consisting product, price, place, and promotion had effects on customer satisfaction; 3) electronic service quality (E-S-QUAL) factors which were efficiency, system availability, and privacy had effects on customer satisfaction; 4) electronic recovery service quality (E-RecS-QUAL) factors which were responsiveness, and contact affected customer satisfaction at significant level of 0.05 (p<0.05).