A new understanding of satisfaction model in e‐re‐purchase situation

Abstract

PurposeThe purpose of this paper is to investigate the satisfaction consequences in repurchase situations.Design/methodology/approachOnline travel services are chosen because customers in these types of services had direct contact with firms. A conceptual model of CS‐RPI link is developed and used to test proposed hypotheses. A total of 514 respondents are used to test the proposed model.FindingsThe empirical findings indicate that psychological mediators are useful when repurchase situations are considered. The study provides the roles of positive attitude in the formation of CS‐RPI link. Also, three factors: adjusted expectations, trust, and positive attitude, are found to have a significant mediating influence on the link of CS‐RPI.Research limitations/implicationsFuture researchers attempting to replicate and extend these findings may wish to collaborate with companies marketing products and services online and track customers' actual behaviors. This would be an excellent way to validate the current model relationships, particularly those involving repurchase intentions and customer satisfaction.Practical implicationsThe results can be used by web site designers to tailor their sites' features and marketing analysts to monitor the changes of click‐through rates as a parameter of the CS‐RPI. The discovery of significant interrelationships between satisfaction and trust, such as adjusted expectation, positive attitude and repurchase intention, reinforces the importance of the psychological state when repurchasing behavior is considered. For instance, it was observed that the three mediators result in lower levels of the indirect effect, but this is not limited in the whole process of the CS‐RPI.Originality/valueThe conceptual framework is tested in an understudied e‐service context that is characterized by consumer‐focused competition. This context is noteworthy because no research has investigated determinants between the two parties. Research suggests that companies should understand how to capture determinants on post‐satisfaction, since competing businesses are only a mouse‐click away in e‐commerce settings.

Evolving the online customer experience … is there a role for online customer support?

“…The findings of the in-depth interviews and the online experiment highlighted the overlapping features of each of the variables. Previous studies (Khalifa;Liu, 2007;Song;Zinkhan, 2008;Novak, 2009;Ha et al, 2010;Rose et al, 2012) have outlined that numerous variables are capable of influencing the customer experience, however this study extends the current body of literature by introducing a new higher order variable and asserting the equal importance of each of these variables together influencing the customer's experience, proving hypothesis H1(a-e). The findings of this research show that the combined variable of 'website characteristics' has a direct and indirect effect on the customer experience through the length of time spent on the website, requiring to seek customer support and through the success of the search.…”

“…The first contribution is the introduction of exploring the online customer experience within a utilitarian context of online business support. Past research has explored the customer experience in relation to the online shopping environment (Ha et al, 2010;Khalifa;Liu, 2007;Novak, 2009) and investigating outcomes of repurchase intention (Rose et al, 2012). This paper has provided theoretical insight into a utilitarian search for online information during the customer's journey to finding information.…”

Customer Satisfaction as Mediator Between Website Service Quality and Repurchase Intention: An Emerging Economy Case

“…Bansal et al (2004) found website characteristics, the specific website's value, and its relative value as important drivers of website satisfaction. Ha et al (2010) highlighted the role of positive attitude in the formation of a customer-satisfaction and repurchase intention. There is a significant relationship between website quality and user satisfaction, and this relationship affects the actual use of online services (Li and Jiao 2008, Gounaris et al 2010, Udo et al 2010.…”

How the Perceptions towards e-Retailer Image Affect the e-Consumer Behavior: Factors & Procedure Involved

“…In such matter, there is a study stated that fashion, preferences, style, purchasing behavior and the view the social group can influence the consumer to be committed to use e-retailing or not (Liao & Shi, 2009). On top of that, a research also mentioned that the higher the positive experiences gained by the consumer, the higher the chances of expectations in future purchases (Ha, Janda & Muthaly, 2010). The mission of Amazon.com has always "to be Earth`s most customercentric company" , to provide positive experiences by having many products available on sale, conveniently with a reasonable price (Amazon.com, 2014).…”