International Journal of Science and Research (IJSR)

International Journal of Science and Research (IJSR)
Call for Papers | Fully Refereed | Open Access | Double Blind Peer Reviewed

ISSN: 2319-7064

Downloads: 33 | Views: 78

Case Studies | Business Management | Madagascar | Volume 10 Issue 2, February 2021

Does the Purchase Method Influence Customer Satisfaction? A Case Study of Online and Direct Sales in Madagascar

Solofomiarana Rapanoel Tsirinirina | Ramanankonenana Tamby Misaina | Rakotovao Manovosoa Finaritra | Rakotomahenina Pierre Benjamin

Abstract: Since 2010, the Internet has revolutionized commerce in developing countries, including Madagascar. This has as a direct consequence the emergence and rapid spread of online transactions. Because customers have complex needs and high expectations, several factors need to be considered to achieve customer satisfaction. Product quality has always been a key factor of customer satisfaction and retention in traditional trade. However, this may no longer be the case with the advent of online commerce. This article highlights the elements likely to lead to customer satisfaction, with a focus on purchasing methods. The survey was conducted among a sample of 85 people from different socio-professional categories (SPCs), including students, private sector employees, civil servants, the unemployed, liberal professionals and stay-at-home persons. The results of a Multiple Correspondence Factor Analysis (MCA) show the relationships between satisfaction levels, purchasing methods and the products. Price remains the major decisive factor in traditional trade whereas a product/service combination is more prevalent in online trade.

Keywords: Retention, trust, marketing, e-commerce, customer

Edition: Volume 10 Issue 2, February 2021,

Pages: 1570 - 1576

How to Download this Article?

Type Your Email Address below to Receive the Article PDF Link

Verification Code will appear in 2 Seconds ... Wait