Developing online customer satisfaction strategic maps: with Iranian online retailing case studies

With the growing online shopping in every society, especially in recent years in the developing countries like Iran, customer acquisition and retention have found an important role in business success. Retailers have moved toward value creation for customers. In virtual markets, customers are engaged to online retailers with value added features. Understanding the needs and demands of customers are preconditions for value creation, so effective factors for customer satisfaction must be determined and then be improved. Identifying priority of the factors is another useful task for each company with resource restriction. This paper attempts to develop the index for online customer satisfaction. Furthermore, the paper investigates the importance of each effective feature in online shopping with AHP analysis and develops the strategic maps for four online retailers of healthy-beauty, flower, content and decorative products. With theses maps online retailers can investigate specific areas in which the improvem...