How to Improve Customer Satisfaction Leading to Pay for Premium Service-Shanbay

Sammanfattning: With the increasing number of people studying online, self-aid learning platforms which help customers（users）study by themselves are more and more prevalent in China. Self-aid online learning is a relatively innovative field which has not been widely and thoroughly researched. This paper used Shanbay which is one of the largest self-aid English learning platforms in China as an example to investigate what and how factors influence customer satisfaction leading to their (re)purchase intention. Based on the previous models and empirical studies of some related fields, this paper outlined a new framework and generated eight propositions to explore these two research questions. Both free users and premium users of Shanbay were interviewed to gather the research material, and the data got from the interview were analyzed to develop the propositions. This paper found that positive service experience can facilitate customer satisfaction from their perceived utilitarian value and hedonic value. Among the proposed five factors influencing the two values, perceived usefulness was considered as the most important factor while perceived playfulness was the least one. What’ more, the relationship between customer satisfaction and (re)purchase intention was suggested to be positive in this paper.