Ashley Mubiru
Staff Writer
Yingxia Cao, associate professor of decision sciences, talked about online customer service experiences in China and Taiwan
Tuesday for the Faculty Lecture Series.
During her lecture, “Post-Purchase Shipping and Customer Service Experiences in Online Shopping and Their Impact on Customer Satisfaction: An Empirical Study with Comparison,” Cao discussed the importance of shipping, explaining that shipping can lead to growth, by bringing in more customers, thus bringing in more money.
Cao explained e-commerce, how commercial transactions work and its endurance.
Cao said that for her research, she surveyed various groups of people to see who shops online, and she found that older generations do not online shop as much as the younger ones.
Online shoppers in China are very common. The importance of customer satisfaction affects future shopping, and shipping service leads to customer satisfaction.
“Shipping and tracking is incredibly important, yet return isn’t as important in China,” Cao said.
This is because there are a lot of imitation products. The authenticity and value of products is diminished by the amount of knock-offs, Cao said.
“I don’t really shop online, because I don’t like that I can’t have it as soon as I purchase it,” sophomore psychology major Gina Garcia said.
A couple of students were asked about their opinion of online shopping.
“I have had many friends who received items that did not live up to their expectations,” junior political science major Emilie Brekke said.
Cao said people in Taiwan value proper shipping just as most westernized cultures do.
One of the many reasons may be because Taiwanese buyers are not required to pay added tax.
Online shopping is popular in Taiwan because it is easy to use and relatively inexpensive.
“Since it was looking at China and the differences of what they find important, I found that insightful. Finding that Taiwanese people may be more western minded culturally because they’re concerned more about shipping as opposed to the customer service elements.”
“I do a lot of my shopping online, so I find shipping important, and receiving my items not damaged,” Sean Robinson, senior psychology major said.
Ashley Mubiru can be reached at ashley.mubiru@laverne.edu.
Ashley Mubiru
