1. Does eBay assess the entire consumption process of its consumers? Why or why not? Suggest different methods for assessing consumer satisfaction that may be useful in eBay’s case.
2. How does the consumption situation differ between eBay consumers and consumers at brick-and-mortar retailers?
3. How much did the ACSI score for eBay change from 2005 to 2006 by percentage? What is the significance of these scores and changes, as compared to other large Internet companies represented in the table?
4. Use the website for the ACSI scores (www.theacsi.org) to find out how the scores for eBay compare with brick-and-mortar retailers such as Kohl’s, J.C. Penney, Target, Dillard’s, Macy’s, Nordstrom, and Walmart. Explain your findings.
5. According to the expectancy/disconfirmation theory, what could be one of the problems eBay faces in attempting to increase its consumer satisfaction?