Customer Satisfaction: Role of Web Experience Dimension in the Pre-Purchase Customer Decision-Making Stage

Abstract

The purpose of the research is to propose strategies for the marketers, they can use on websites/social media platform to help information overloaded customers in their pre-purchase decision-making information search phase to make a right purchase decision. Good pre-purchase decision taken by customers would create post-purchase customer satisfaction, which ultimately can enhance customer loyalty. Semi-structured interviews were conducted with ten interviewees to collect data by using thematic analysis technique. Data was collected from Saudi Arabia; generalizability to other countries might be restricted because of the cultural differences in online customer behaviors. Results derived from the interviews indicated that Alternatives with filtration option and information with timely interaction could increase customer satisfaction. The paper identifies the opportunities and suggestions to businesses/marketers about the use of information, interactivity, and Alternatives to improve the functionality and usability of the websites. Considering the rapid development of web sites and social media and their diffusion in marketing actions, this paper is a step towards the strategies businesses utilize on websites/social media platforms to help customers to take a safe purchase decision in their pre-purchase decision-making stage.