Satisfaction Trust and Loyalty of Repeat Online Consumer within the Japanese Online Supermarket Trade

Abstract

Japanese consumers are changing their consumption patterns, following those of the Europeans and Americans (Salsberg, 2010). Generally known to be brand and quality conscious, Japanese are not willing to sacrifice quality and convenience for discounted and online purchases. Japanese consumers pick and choose their products differently. In general, the modified structural equation model shows that all relationships proposed by the theoretical model were significant except for two (i.e. product towards satisfaction and distribution towards e-satisfaction). The results suggest that to determine an online repeat shopper's e-satisfaction, companies need to focus their attention on their promotional activities, pricing and shopper's experience. On the other hand, when companies are seeking to determine an online repeat shopper's e-trust, companies need to focus their attention on product, promotional pricing and shopper's experience. Most importantly, the results show that between e-trust and e-satisfaction, e-satisfaction has a more significant impact on repeat online shoppers’ loyalty.

Boosting Customer E-Loyalty: An Extended Scale of Online Service Quality

“…Customer satisfaction is vital for the sustainability of any business, and is indeed one of the major investigated areas as it supports businesses in their attempts to increase profitability and achieve excellence [1]. It has been argued by Kashif et al [44] that satisfied customers are willing to retain a viable relationship with a company by constantly re-purchasing its services/products.…”

“…Thus, the survival and profitability of organizations are heavily dependent on customer satisfaction. Customer satisfaction is viewed as a key outcome of a customer's assessment of overall purchasing and consumption experiences with regard to products/services [1]. It represents a comparison between purchasing and consumption expectations and experience [46].…”

“…Online businesses are often challenged when it comes to keeping their existing customers while simultaneously targeting new customers [1]. In the online environment, Anderson and Srinivasan [2] (p. 125) refer to loyalty to as "a customer's favorable attitude towards an electronic business, resulting in repeat purchasing behavior".…”

“…In other words, customer satisfaction is considered as the outcome of a comparison between expectations and experience, and satisfaction is attained when the final deliverable(s) meets or even exceeds the customers' expectations. Moriuchi and Takahashi [1] point out that satisfaction evaluates a customer's overall purchasing and consumption experience in terms of a product/service over a period of time. The more the gap between expectations and actual performance is reduced, the greater is the consumer's satisfaction.…”

E-Satisfaction as A Reflection of E-Marketing and E-Sequal in Influencing E-Loyalty on E-Commerce

“…Hence the hypothesis proposed in this research is e-sequal have a significantly positive influence on e-satisfaction. H1: E-sequal have a significantly positive influence on esatisfaction The basis of the company's marketing activities is to generate customer satisfaction and loyalty [16] to get new customers and retain existing customers [2] by maintaining good relationships with these customers. To maintain customer relationship, company needs to create and improve customer satisfaction [4] by proper marketing activities [2].…”