Customer Satisfaction with Goods and Services Purchased on Deal Sites: Impact of Trust, of Personality Traits, and of Age

Frantisek Sudzina, Antonin Pavlicek

Research output: Contribution to book/anthology/report/conference proceedingArticle in proceedingResearchpeer-review

Abstract

Purpose: The body of literature about deal sites is growing but there seems to be a gap when it comes to (negative) customer satisfaction. Part of the reason may be that there are no or only very few problems in some countries. Therefore, for research of the problematic use of deal sites, it is necessary to select a country in which problems exist. Some reputable deal sites in the Czech Republic accidentally sold coupons for non-existing services. Stories about such practices were published in Czech newspapers. The aim of the research was to investigate if trust, personality traits, age or gender influence whether customers are more prone to purchase problematic goods and services on deal sites, i.e. to experience problems with purchased coupons.
Methodology/Approach: The research was conducted in the Czech Republic using an on-line questionnaire. Respondents were university students. Data were collected between December 2016 and January 2017. Big Five Inventory-10 was used to measure personality traits, and the Single Item Narcissism Scale (SINS) was used to measure narcissism. Two poles of the dichotomous question used since 1960 to measure societal trust were used separately to measure trust and mistrust. All these statements were measured on a Likert scale. Additional independent variables are age, and gender. In the first model, the dependent variable is if and if so, what problem the respondent experienced with purchased goods or services, such as the company did not exist, it was not possible to make an appointment, or other problems. Multinomial logistic regression was used to test the model. The first category - no problem (not the last category) was used as the reference category. The second category - the company did not exist - was excluded from the analysis because there were only two cases. In the second model, the dependent variable is the percentage (predefined intervals) of problematic purchases. Ordinal logistic regression was used to test the model. In the third model, the dependent variable is if the purchased goods or services were of lower quality. Binomial logistic regression was used to test the model. SPSS was used for statistical analysis.
Findings: In the first model, respondent's age significantly influenced having other problem with coupons compared to not having any problem. The impact of mistrust was borderline significant. There is borderline significant impact of neuroticism and trust on respondent having a problem to make an appointment compared to not having any problem. Influence of mentioned independent variables but neuroticism was positive, i.e. the higher value, the higher chance of experiencing a problem. In the second model, although the impact of extroversion on percentage of problematic purchases on deal sites was borderline significant when tested multivariately, its was not significant when it was alone in a model, i.e. tested bivariately. In the third model, the impact of narcissism on experiencing quality problems was borderline significant, and positive, i.e. more narcissistic, more likely experienced a lower quality of goods or serviced purchased on deal sites. Narcissism was significant when it was alone in a model, i.e. tested bivariately.
Originality/Value of paper: The research identified factors linked to problematic use of deal sites. Since it is now clear what personality traits are likely to lead customers to experiencing lower satisfaction, future research can use constructs with more items to measure the identified traits. Moreover, since it was narcissism that led to experiencing lower quality of purchased goods and services, more consideration should be given to the research design to establish if narcissists are more likely to purchase coupons for goods and services that turn out to be of a lower quality, or if they have a higher standard/expectation, or if they only remember it better and report it more than others.
Original languageEnglish
Title of host publicationChallenges and Opportunities of Quality and Sustainability in the 4th Industrial Revolution : 20th QMOD-ICQSS Conference: International Conference on Quality and Service Sciences
EditorsSu Mi Dahlgaard-Park, Jens J. Dahlgaard
Number of pages9
Place of PublicationLund
PublisherInt. QMOD-ICQSS conference proceedings
Publication date2017
ISBN (Electronic)978-91-7623-086-2
Publication statusPublished - 2017
EventInternational Conference on Quality and Service Sciences: Challenges and Opportunities of Quality and Sustainability in the 4th Industrial Revolution - Konventum, Helsingør, Denmark
Duration: 5 Aug 20177 Aug 2017
http://www.ism.lu.se/en/qmod/20th-qmod-conference

Conference

ConferenceInternational Conference on Quality and Service Sciences
LocationKonventum
CountryDenmark
CityHelsingør
Period05/08/201707/08/2017
Internet address

Keywords

  • customer satisfaction
  • deal sites
  • personality traits
  • empirical research
  • quantitative methods

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