Analysis of customers' satisfaction with baby products: The moderating role of brand image |
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| Affiliation: | 1. UCSI Graduate Business School, UCSI University, 56000, Cheras, Kuala Lumpur, Malaysia;2. Department of Business Administration, College of Business and Administration, Princess Nourah bint Abdulrahman University, Riyadh, Saudi Arabia;3. Information Systems Dept., College of Computer Science and Information Systems, Najran University, Najran, Saudi Arabia;4. Computer Science Dept., College of Computer Science and Information Systems, Najran University, Najran, Saudi Arabia;5. Department of Computer Science and Engineering, Qatar University, Doha 2713, Qatar;6. Centre for Global Sustainability Studies (CGSS), Universiti Sains Malaysia, 11800 Penang, Malaysia;1. Business School, Department of Management, Unisinos University, Av. 950, Porto Alegre, RS, CEP | 93022-750, Brazil;2. Australian Institute of Business (AIB), Marketing from the University of South Australia, Level 16/1 King William St, Adelaide, SA, 5000, Australia;3. Fundação Getulio Vargas''s Sao Paulo School of Business Administration (FGV EAESP), Av. 9 de Julho, 2029, Bela Vista, São Paulo, CEP 01313-902, Brazil;4. Woxsen School of Business, Hyderabad, Telangana, 502345, India;1. Department of Business Administration, Alma College, Alma, USA;2. Department of Kinesiology, Michigan State University, East Lansing, USA;3. Global Urban and Infrastructure Research Center of the Institute of Urban Science, University of Seoul, Seoul, South Korea;1. Department of Advertising and Public Relations, Michigan State University, 404 Wilson Road, East Lansing, MI, 48824, USA;2. Michigan State University, Department of Horticulture, Plant and Soil Sciences, 1066B, East Lansing, MI, 48824, USA;1. The Business School, RMIT Vietnam, 702 Nguyen Van Linh Street, District 7, Ho Chi Minh City, Vietnam;2. School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing, 100876, People''s Republic of China;1. Department of Industrial and Management Engineering, Pohang University of Science and Technology, 77, Cheongam-ro, Nam-gu, Pohang-si, Gyeongsangbuk-do, 37673, South Korea;2. Department of Industrial & Data Engineering, Hongik University, Wausan-ro 94, Mapo-Gu, Seoul 04066, South Korea;3. Department of Mathematics, Sheoraphuli Surendranath Vidyaniketan For Girls'' High School, Hooghly, West Bengal 712223, India;4. Department of Mathematics, Meerut Institute of Engineering and Technology, Meerut, Uttar Pradesh, India;5. Department of Mathematics, Vardhaman College, Bijnor, Uttar Pradesh 246701, India;6. Department of Industrial Engineering, Yonsei University, 50 Yonsei-ro, Sinchon-dong, Seodaemun-gu, Seoul 03722, South Korea;7. Center for Transdisciplinary Research (CFTR), Saveetha Dental College, Saveetha Institute of Medical and Technical Sciences, Saveetha University, 162, Poonamallee High Road, Velappanchavadi, Chennai, Tamil Nadu 600077, India;1. Research Institute of Business Analytics and Supply Chain Management, College of Management, Shenzhen University, China;2. College of Business and Public Management, Wenzhou-Kean University, Wenzhou, China;3. The Business School, RMIT University, Ho Chi Minh City, Vietnam |
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| Abstract: | The previous experience of customers is assessed by textual reviews and ratings to reflect their levels of satisfaction with the service or product. Online reviews and ratings have played a vital role to assess the performance of the services or the quality of goods. This research explores customers' levels of satisfaction with baby products on Amazon.com through text mining and survey-based methodologies. The moderating role of a brand image is also investigated on the relationship between customers' satisfaction and recommendations to others. Two sources of data were utilized, online reviews from the Amazon portal and responses of the participants on a large-scale survey. The research model is developed based on the factors that were extracted from the text mining approach. Following that, a questionnaire was distributed and the collected data were inspected using Partial Least Squares Structural Equations Modeling (PLS-SEM). The findings revealed that several dimensions have an influential effect on customers' experiences with baby products, among which are comfortableness, material quality, easy use, easy return, design, price, packaging, and size information. In addition, the moderating influence of the brand image on the hypothesis between customers' satisfaction and recommendations to others was significant. By deploying the two-phase methodology, baby product vendors can understand the influential variables in customers' experiences and their impacts on customers’ satisfaction more accurately. |
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| Keywords: | Baby product Machine learning Satisfaction Analytic approach Brand image |
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