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Consumer Satisfaction on Online Services in Kosovo

Authors
  • Beqaj, Besim
  • Krasniqi, Arta
  • Beqaj, Valon
Type
Published Article
Journal
Zagreb International Review of Economics and Business
Publisher
Sciendo
Publication Date
Dec 01, 2019
Volume
22
Issue
s2
Pages
39–53
Identifiers
DOI: 10.2478/zireb-2019-0026
Source
De Gruyter
Keywords
License
Green

Abstract

This paper aims to analyse and examine consumer behaviour based on different variables (age, gender, level of education, income, customer care, delivery time), and the impact of those variables on consumer satisfaction on domestic and foreign online services in Kosovo. The data represented in the paper have been collected on 2017 and 2019. The majority of demographic variables (except gender and income) as independent variables have shown to be significant in explaining consumer satisfaction from online services. On the contrary, the level of customers’ gender and income have shown to be statistically insignificant (p=0.143 and p=0.264 respectively; where α=5%). In addition, income has shifted from being insignificant in 2017 to significant in 2019. It can be inferred that the strongest correlation has shifted towards the price level of the 4 P’s of Marketing with total customer satisfaction from online services (r=.996), followed by customer care (r=.990).

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