Consumer satisfaction-based social commerce service quality management

Social commerce (s-commerce) is a social media service enabling consumers' participation in the online marketing and sale of products and services. This study aims to (a) identify key functional and hedonic quality factors that affect consumer satisfaction based on consumers' perspective and (b) analyze the degree of efficiency of the quality-satisfaction relationship to propose distinct and actionable improvement strategies from the firms' perspective. The results identified the following key quality determinants: functional aspects of durability and safety, and hedonic aspects of enjoyment, awareness, novelty, and image. The result implies that most s-commerce service firms fail to efficiently convert the enhancement of safety, awareness, and novelty into consumer satisfaction. This study contributes to the stream of literature on both s-commerce and service operations management by determining key service quality elements based on consumers' perceptions and providing a decision-making aid to firms for quality-satisfaction efficiency improvement.