Measuring and analysing customer satisfaction with multi-criteria satisfaction analysis MUSA model: an electronic retailing case study

The purpose of this paper is to measure customer satisfaction in electronic retailing and analyse the situation of electronic retailer for recognising weak and strong points of a company's performance and also construct the satisfaction functions according to each criterion. Our research is based on an electronic retailing case study. Multi-criteria satisfaction analysis MUSA model is used for measuring electronic customer satisfaction and creating satisfaction functions. Improvement diagram and some indices are used for recognising the company's situation. The paper shows that the MUSA model is a very useful method for customer satisfaction measurement and provides some useful parameters for customer analysis. Using this model in our case study shows that: 1 quality of products is the most important criterion for customers; 2 the electronic retailing should keep website security, product quality and fulfilment activities in order to enhance customer satisfaction; 3 the satisfaction functions of most criteria are convex in most intervals.