Does the Purchase Method Influence Customer Satisfaction? A Case Study of Online and Direct Sales in Madagascar

Since 2010, the Internet has revolutionized commerce in developing countries, including Madagascar. This has as a direct consequence the emergence and rapid spread of online transactions. Because customers have complex needs and high expectations, several factors need to be considered to achieve customer satisfaction. Product quality has always been a key factor of customer satisfaction and retention in traditional trade. However, this may no longer be the case with the advent of online commerce. This article highlights the elements likely to lead to customer satisfaction, with a focus on purchasing methods. The survey was conducted among a sample of 85 people from different socio-professional categories (SPCs), including students, private sector employees, civil servants, the unemployed, liberal professionals and stay-at-home persons. The results of a Multiple Correspondence Factor Analysis (MCA) show the relationships between satisfaction levels, purchasing methods and the products. Price remains the major decisive factor in traditional trade whereas a product/service combination is more prevalent in online trade.