Consumer’s person’s satisfaction depends on the link
Consumer’s satisfaction is not a new notion. Many researchstry to search its axiom and effects, because it is remarked as an importantmeasure tool of a company’s success and a leading indicator of a company’s financial performanceand value of stakeholder (Ramasubbu,Mithas , 2008). In traditional environment, customer satisfaction can be seen as the estimation of a product or service with considered totheir consumers’ needs and expectations.
It is seen as the summary psychological status outcome that the sensitivitysurrounding opposed expectations are together with theprior feeling of consumers about experienceBilly, Rob & Ivan (2008). Theory of Helson statesthat the degree of a person’s satisfaction depends on the link betweenthe beginning expectations created and the outcomes obtained (Flavian,Guinaliu , 2006). Two different concept ofconsumer’s satisfaction was mention: transaction-specific and cumulative (Chang & Chen, 2008). Thetransaction-specific views consumer’s satisfaction as apost-selection estimation judgment of a specificpurchase occasion. From a transactional point of view satisfaction would infact depend on each exchange.
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In comparison, accumulative consumer’ssatisfaction is an overall estimation based on the total experience with thegoods and services of a particular firm over time. From cumulativepoint of viewwith each new interchange, thepersonal’s perception is supplied by new information (Casalo, Flavian , 2008). E-commerce satisfaction (electronic satisfaction) is another kind of consumer’ssatisfaction that evoked within the ecommerce (electronic commerce) context. Itis defined as “the gratification of the consumer with respect to his or her prior purchasing experience with a givenelectronic companies (Chang & Chen, 2008).
Satisfaction with e-commerce store, like satisfaction with brick and stone stores, is not derived solely from satisfaction with regards to theproduct purchased but also with regards to the convenience and the site design.These elements are identified to be the main determinantof e-store satisfaction, which in turn affect the decision to re-support a website (ibid).Zviran, Glezer &Avni (2006) study described that websites have different, hidden, andsubjective factors that originated from the interaction between users and theseweb-based systems. These factors affect the total satisfaction of users.
Section 2.2 discussed important factors thataffect the consumer’s satisfaction on the webenvironment. Billy, Rob & Ivan (2008) developed and empirically tested a theoretical model of the impactof website quality on consumers’ satisfaction and purchase intentions in theChinese context.
Results indicated that website quality has a direct and positive impact on the consumer’s satisfaction and that satisfaction also has a direct and positive impact on purchase intentions. While the influence of website quality on purchaseintentions exists, consumers’ satisfaction does significantlymediate this effect.Additionally, the previous study foundthat the website’s quality influenced consumers’ purchase intentions through their satisfaction with website functionality and usability features. (Casalo, Flavian & Guinaliu, 2008) study results revealed the existence of a positive and significant influenceof reputation and satisfaction on website loyalty. This study also confirmedthe influence of usability on consumers’satisfaction and showed that usabilityplayed a special role in the loyalty formation process.
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