Table IV Consumer satisfaction and...

Table IV

Consumer satisfaction and convenience survey

	Alpha		Bravo		Charlie		Delta		Echo		Foxtrot		Golf
	Mean	SD	Mean	SD	Mean	SD	Mean	SD	Mean	SD	Mean	SD	Mean	SD
Consumer satisfaction (n=77)
Product availability^a	7.55	1.90	7.86	1.63	7.78	1.84	8.40	1.66	8.17	1.96	7.57	2.05	7.65	1.88
Ease of ordering	7.81	1.66	7.99	1.64	8.01	1.76	8.66	1.54	8.44	1.72	8.21	1.46	7.97	1.99
Product information	7.71	1.66	7.75	1.69	7.73	1.68	8.45	1.71	8.17	1.78	7.84	1.61	7.39	1.93
Product prices	6.49	2.09	7.38	1.72	7.38	1.67	8.38	1.68	7.83	2.00	7.70	1.59	7.12	1.69
Website performance	7.49	1.92	7.79	1.75	7.73	1.77	8.38	1.91	NA	NA	7.73	1.90	7.42	1.76
App performance^a	6.73	2.29	6.91	2.07	6.61	2.17	7.62	2.24	8.01	1.93	6.79	2.14	6.14	2.21
Product selection	7.44	1.85	7.49	1.62	8.64	1.56	8.68	1.43	8.09	1.97	7.69	1.70	7.51	1.54
Shipping and handling charges, and delivery options	7.03	1.89	7.35	1.88	7.10	1.91	8.09	1.72	8.00	2.10	7.35	2.00	6.60	2.28
Order fulfillment^a	8.01	1.67	7.95	1.67	7.87	1.63	8.65	1.44	8.39	1.69	8.05	1.75	7.53	1.72
On-time delivery	8.19	1.71	8.17	1.67	8.23	1.51	8.38	1.86	8.62	1.67	8.25	1.55	8.06	1.74
Customer support	7.71	1.72	7.61	1.63	7.60	1.95	8.03	1.88	7.87	1.94	7.38	1.97	7.26	1.98
Product met expectations	8.10	1.67	8.12	1.47	8.12	1.65	8.38	1.41	8.34	1.74	8.17	1.49	8.16	1.35
Order tracking/status information	7.74	1.89	7.69	1.78	7.66	1.81	8.27	1.78	8.18	1.92	7.77	1.69	7.04	2.14
Delivery speed^a	7.96	1.80	8.17	1.48	7.23	1.56	8.00	1.78	8.60	1.73	8.22	1.45	7.81	1.81
Total average (10.0)	7.57	1.84	7.73	1.69	7.69	1.75	8.31	1.72	8.21	1.86	7.77	1.74	7.40	1.86
Consumer convenience (n=77)
Physical convenience in receiving order^{a, b}	7.70	2.07	7.86	1.88	7.83	2.07	8.35	1.90	8.27	1.90	7.78	1.91	7.56	2.11
Physical convenience in returning product^a	6.91	2.20	7.04	2.11	7.34	2.06	7.56	2.40	7.45	2.28	7.22	2.00	6.75	2.13
Time convenience in receiving order^a,c	7.73	1.98	7.81	1.93	7.84	1.84	8.26	1.93	8.30	1.85	7.78	1.81	7.42	2.04
Time convenience in returning product^a	7.17	2.13	7.06	2.22	7.49	2.01	7.55	2.37	7.44	2.31	7.43	1.85	7.03	2.12
Total average (10.0)	7.38	2.10	7.44	2.04	7.63	2.00	7.93	2.15	7.87	2.09	7.55	1.89	7.19	2.10

	Alpha		Bravo		Charlie		Delta		Echo		Foxtrot		Golf
	Mean	SD	Mean	SD	Mean	SD	Mean	SD	Mean	SD	Mean	SD	Mean	SD
Consumer satisfaction (n=77)
Product availability^a	7.55	1.90	7.86	1.63	7.78	1.84	8.40	1.66	8.17	1.96	7.57	2.05	7.65	1.88
Ease of ordering	7.81	1.66	7.99	1.64	8.01	1.76	8.66	1.54	8.44	1.72	8.21	1.46	7.97	1.99
Product information	7.71	1.66	7.75	1.69	7.73	1.68	8.45	1.71	8.17	1.78	7.84	1.61	7.39	1.93
Product prices	6.49	2.09	7.38	1.72	7.38	1.67	8.38	1.68	7.83	2.00	7.70	1.59	7.12	1.69
Website performance	7.49	1.92	7.79	1.75	7.73	1.77	8.38	1.91	NA	NA	7.73	1.90	7.42	1.76
App performance^a	6.73	2.29	6.91	2.07	6.61	2.17	7.62	2.24	8.01	1.93	6.79	2.14	6.14	2.21
Product selection	7.44	1.85	7.49	1.62	8.64	1.56	8.68	1.43	8.09	1.97	7.69	1.70	7.51	1.54
Shipping and handling charges, and delivery options	7.03	1.89	7.35	1.88	7.10	1.91	8.09	1.72	8.00	2.10	7.35	2.00	6.60	2.28
Order fulfillment^a	8.01	1.67	7.95	1.67	7.87	1.63	8.65	1.44	8.39	1.69	8.05	1.75	7.53	1.72
On-time delivery	8.19	1.71	8.17	1.67	8.23	1.51	8.38	1.86	8.62	1.67	8.25	1.55	8.06	1.74
Customer support	7.71	1.72	7.61	1.63	7.60	1.95	8.03	1.88	7.87	1.94	7.38	1.97	7.26	1.98
Product met expectations	8.10	1.67	8.12	1.47	8.12	1.65	8.38	1.41	8.34	1.74	8.17	1.49	8.16	1.35
Order tracking/status information	7.74	1.89	7.69	1.78	7.66	1.81	8.27	1.78	8.18	1.92	7.77	1.69	7.04	2.14
Delivery speed^a	7.96	1.80	8.17	1.48	7.23	1.56	8.00	1.78	8.60	1.73	8.22	1.45	7.81	1.81
Total average (10.0)	7.57	1.84	7.73	1.69	7.69	1.75	8.31	1.72	8.21	1.86	7.77	1.74	7.40	1.86
Consumer convenience (n=77)
Physical convenience in receiving order^{a, b}	7.70	2.07	7.86	1.88	7.83	2.07	8.35	1.90	8.27	1.90	7.78	1.91	7.56	2.11
Physical convenience in returning product^a	6.91	2.20	7.04	2.11	7.34	2.06	7.56	2.40	7.45	2.28	7.22	2.00	6.75	2.13
Time convenience in receiving order^a,c	7.73	1.98	7.81	1.93	7.84	1.84	8.26	1.93	8.30	1.85	7.78	1.81	7.42	2.04
Time convenience in returning product^a	7.17	2.13	7.06	2.22	7.49	2.01	7.55	2.37	7.44	2.31	7.43	1.85	7.03	2.12
Total average (10.0)	7.38	2.10	7.44	2.04	7.63	2.00	7.93	2.15	7.87	2.09	7.55	1.89	7.19	2.10

Notes: ^aNew item; ^btime convenience in terms of time commitment required; ^cphysical convenience in terms of physical effort required

Source: Adapted from Thirumalai and Sinha (2005) based on Bizrate online customer survey items and scales

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