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Customer satisfaction in the online purchasing environment for generation Y in Greece
(2022-04-03) Litaina, Dimitra; Λίταινα, Δήμητρα; Athens University of Economics and Business, Department of Marketing and Communication; Karantinou, Kalipso
This dissertation presents the thorough research and study of the Y generation (or Millenias) in terms of their purchasing behavior and satisfaction in an online environment. First, I studied the existing literature in depth to understand the dimensions that can lead a user to feel fully satisfied after an online purchase. Consequently, I discovered the research gaps so that I could structure my model. Then, I distributed a questionnaire in English and collected almost 120 answers. All respondents were within the age ranges [to include Generation Y – 1981-1996), and then I processed the data to come at some statistically valid conclusions. For the correct implementation of the questionnaire, I used questions (established scales) from other researchers so that I could process the results that would arise. After collecting the responses, I put all my data into SPSS and ran the model. Due to many independent variables I finally created 2 models, where one highlighted which attributions define the intention of a consumer to repeat a purchase from the same e-shop and the other which are the attributions that are statistically significant and define the final and overall satisfaction of a consumer. The conclusions reached were very interesting as no other similar research in Greece had been conducted in the specific age group. Finally, the research was conducted only through statistical analyses (SPSS), and hence there is an upportunity for further development of the subject and with a combination of other methods (eg. interviews).