| The personal luxury goods market,which includes apparel,fashion accessories,beauty,jewelry,and watches,is confronted with numerous unforeseeable obstacles.Luxury product buyers are frequently looking for exceptional quality and image in the brands they adore,and are willing to pay a premium for the item’s exclusivity Luxury brands,for example,face significant hurdles when it comes to going online because purchasing decisions are mostly based on emotion rather than product quality.A high level of service quality is another thing they place a premium on.Customers expect different services at online stores than they do in offline stores,such as safe delivery,secure payment,and quick responses to client emails or phone calls.Recent e-commerce and retail research has established a strong customer experience agenda in order to properly fulfill the expanding and rapidly changing expectations of online shoppers.But luxury providers seem yet to understand how to convey the‘luxury boutique experience online’.When luxury clients are exposed to a product,they experience emotions and make impulsive purchases.This suggests that the provider will have a lot of difficulty ‘communicating’ the product’s ‘attributes’ to emotionally engaged clients via the internet.The delivery of items in online purchasing plays a significant and delicate role in determining client satisfaction.The only time the customer comes into personal contact with seller is at the delivery time.This is a watershed moment in terms of satisfying high-end customers.Chinese mainland has been a driving force in the luxury business in recent years.The Chinese luxury sector is undergoing tremendous changes from offline to online and increasing percentage of consumers buying directly from Chinese mainland.China differs from foreign countries greatly in cultural tradition,logistic infrastructure and credit system.Chinese culture belongs to eastern culture system,and the infrastructure of logistics in China lags behind other developed countries.Prior researches indicate that culture,logistics and credit have important impact on customer behavior and satisfaction.Therefore,it is understandable that key drivers of online shopping customer satisfaction in China may be different from that of other countries.Converging technology and disappearing income difference across countries will not lead to homogenization of consumer behavior.Rather,consumer behavior will become more heterogeneous because of cultural differences.Few studies,however,have explored online shopping customer satisfaction on Chinese context,so little is known about the construct of Chinese online shopping customer satisfaction.This is significantly important to find out what satisfaction will Chinese customers find when they are willing to pay for luxury in an online shop and they find just another interface with a distant and automated service.They’ll feel infinitely more alone than going to a physical boutique and giving in to a little personal advice.The products will be the same but the value that customers gain during the experience means a very significant extra reward,and that is the percentage of luxury that they pay for before some materials or an emblem.According to previous research,no study has been conducted on online luxury customer satisfaction affected by delivery services.In this study,key factors related to delivery services that affect the satisfaction of online customers of luxury product are identified and generate a model through literature review and interview with experts and pundits.Parcel feature,delivery time,personalization,traceability and responsiveness of logistics company,deliveryman and delivery vehicle,price and environment aspects are the key delivery services factors influence on customer satisfaction.The main tool for collecting data in this research is a questionnaire filled by Chinese luxury consumers who have some online shopping experiences.To assess measurement model and its reliability and validity,Cronbach’s Alpha and the average variance extracted(AVE)of each construct are calculated.The model is empirically tested using structural equation modelling(SEM)in Smart PLS.It is shown the output of the SEM of the path model on luxury product delivery service factors.All hypothesizes are supported except hypothesis number 7.The findings of the study reveal that all factors have a positive impact on customer satisfaction,whereas price and environment do not have a significant impact on customer satisfaction.It shows that price does not have negative impact on customers.Environment aspects are not the main concern of luxury customers.This research will help online retailers to improve post purchase satisfaction and eventually increase online customers. |
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