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Service Quality affecting Consumer Satisfaction in Pinduoduo Platform

Wuyan Zhu, Nutteera Phakdeephirot, Songyu Jiang


We aimed (1) to validate the impct of Pinduoduo customer service on consumer satisfaction, (2) to Explore the influence of perceived quality and perceived value on consumer satisfaction with Pinduoduo, and (3) to provide recommendations for stakeholders to enhance customer service quality and guidance for optimizing customer service quality. This research designed a questionnaire to collect data
from 442 users. The research reveals the complex relationship between perceived quality and perceived value on consumer satisfaction with
PDD. Despite the relatively minor impact of perceived quality, the significant positive influence of perceived value emphasizes its crucial role
in the satisfaction enhancement process. Ultimately, we offer targeted recommendations for PDD’s stakeholders to enhance customer service


Consumer Satisfaction; Service Quality; CCSI Model; Perceived Quality

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Included Database


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DOI: http://dx.doi.org/10.18686/fm.v9i2.12440