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Relating e‐satisfaction to behavioral outcomes: an empirical study

Relating e‐satisfaction to behavioral outcomes: an empirical study Prior work has examined antecedents and behavioral outcomes of satisfaction in an offline setting but few studies explore whether the findings hold for increasingly important online settings. This paper extends the prior work to explore the antecedents of e‐satisfaction and the relations between e‐satisfaction and two new behaviorial outcomes related to an online setting; customers' stated purchasing behavior (i.e. conversion) and actual browsing behavior (i.e. stickiness). Using a sample of 145 predominantly multi‐channel retail firms, the paper highlights two main results. First, existing models that examine the antecedents and consequences of satisfaction in the offline setting, also apply to an online setting. Second, Web site characteristics had a significant impact on all three types of behavioral outcomes, while Web site customer service was a significant driver of only retention/referral outcomes. Further, Web site customer service may be a necessary but not sufficient condition to achieving favourable outcomes in online settings. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Services Marketing Emerald Publishing

Relating e‐satisfaction to behavioral outcomes: an empirical study

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Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
0887-6045
DOI
10.1108/08876040410542281
Publisher site
See Article on Publisher Site

Abstract

Prior work has examined antecedents and behavioral outcomes of satisfaction in an offline setting but few studies explore whether the findings hold for increasingly important online settings. This paper extends the prior work to explore the antecedents of e‐satisfaction and the relations between e‐satisfaction and two new behaviorial outcomes related to an online setting; customers' stated purchasing behavior (i.e. conversion) and actual browsing behavior (i.e. stickiness). Using a sample of 145 predominantly multi‐channel retail firms, the paper highlights two main results. First, existing models that examine the antecedents and consequences of satisfaction in the offline setting, also apply to an online setting. Second, Web site characteristics had a significant impact on all three types of behavioral outcomes, while Web site customer service was a significant driver of only retention/referral outcomes. Further, Web site customer service may be a necessary but not sufficient condition to achieving favourable outcomes in online settings.

Journal

Journal of Services MarketingEmerald Publishing

Published: Jun 1, 2004

Keywords: Customer satisfaction; Retailing; Worldwide web; Customer retention; United States of America

References