Understanding Digital Customer Satisfaction in the Era of 4th Industrial Revolution

Abstract

Industrial revolution 4.0 has inevitable impact on production and Business. In business, customer satisfaction is pivotal and significant. In this technological advancement and revolution, digital customer satisfaction trend can be definitely transformed over the time. This study would like to find out the several factors which have diversified impact on digital customer satisfaction in the era of 4th industrial revolution in developing country like Bangladesh. The major 8 divisions have been targeted as population for covering the context of this study. Traditional buyer and digitalized customer are identically differing in this digitalized world. Digital customers know better their need and usage of technology. Though digitalization is a fact now, customer satisfaction can be diversified by several factors. There have been several impactful variables whose have significantly influenced customer satisfaction. This study has found five major latent constructs- Digital literacy, perceived benefits, perceived risk, quality factors and customer attitude for understanding. This factor contains several variables which also play very pivotal role for customer satisfaction. Therefore, these variables have been examined by exploratory factor analysis and confirmatory factor analysis. Using Likert method, a questionnaire was prepared for survey along with some demographic information. The survey has been executed on small size of sample. Responses from survey were used to analyze the factors using SPSS and smart PLS. As for analysis, factors have been loaded using Oblique method of rotation. In such way, underlying latent factors for consumer satisfaction have been explored and explained. The selected variables have been positively correlated and the entire developed hypotheses are being accepted by the alternative. In CFA model the variables direct relation has been examined and projected. Finally, several practical and theoretical implications have been drawn along with direction for future researcher in the later part of this paper.