[[alternative]]Customer Satisfaction in Virtual TV Shopping Channel- A Case Study of Eastern Home Shopping

[[abstract]]Vying within the fast paced, ever changing times of the age of information, people are continuously innovating new things to supersede old traditions. The shaping of the virtual shopping channel has enabled consumers with more alternatives compared to that of the past, offering consumers another mode of shopping. Using all kinds of multimedia in forms of display, a lively atmosphere having an alluring effect, providing consumers with more information, directly speaking out to the consumers themselves, stimulating consumers buying power, and as television shopping has taken off, it has gradually altered consumers mindset. In fact, domestic television shopping channels have existed quite some time already, in 1991, after local cable system operators took the lead in this market, it resulted in disaster of service and quality. Congested with poor quality and cheap products, it resulted in the lost of faith by consumers as they were constantly being swindled. It was not until a 24-hour service specialty-shopping channel surfaced, the Eastern Home Shopping (EHS) channel, did it gradually change attitudes of consumers to give rise to consumer satisfaction. Creating a vast merchandise-selling machine, among virtual channels it shined brightly as an emerging selling channel. Conducting a research study of television shopping, using the shopping channel members as the subjects, random calls were made to probe into the degree of satisfaction customers felt towards virtual shopping. It was discovered that 95% of the interviewees were satisfied with television shopping, among which they felt the greatest satisfaction was the convenience of the purchasing method. As regards to merchandise, customers also held a great level of satisfaction to the diversity of products EHS provided. And service bore the highest marks with EHS’ policy of a “10 day inspection period”. The image as an enterprise was also highly recognized, as EHS possessed a well public image in charity work. During the research, it was also discovered that different demographics of customers had a different affect on terms of merchandise, service, and the public image of the enterprise. Probing into how virtual shopping has had an affect on TV shopping as a whole, where in terms of providing selectivity of merchandise in TV shopping, providing customer satisfaction through service, possessing a good public image are all key factors in providing customer satisfaction to TV shopping. The results of this study not only lie close to the current situation of the industry, but by providing TV shopping with these key factors to customer satisfaction, only then will virtual shopping head in the direction of proper management contributing to improvements made to a customer satisfaction guarantee.