The development of e-business and intensified competition in online environment made e-marketing activities and especially customer satisfaction an important part of these businesses. Previous research took the online customer satisfaction from marketing or from technical perspective. Although these approaches helped improve our understanding, a framework to integrate them is missing from the current literature. In this study, the customer satisfaction is taken into account using an integrative view of these multiple perspectives. A survey is conducted with 1312 customers of 5 online stores. Marketing and technical constructs were incorporated into a Structural Equation Modeling (SEM) to understand the effect of each variable on customer satisfaction. The analysis results show that although these constructs do have a significant influence on customer satisfaction, not all the variables of each construct have the same effect. Thus it is important to take an integrative approach and improve key marketing and technical factors.
Agarwal, R., and Prasad J., (1998), “A conceptual and operational definition of personal innovativeness in the domain of information technology,” Information Systems Research, Vol. 9, No. 2: 204-215.
Ahituv, N., (1980), “A Systematic Approach Toward accessing the Value of an Information System,” MIS Quarterly, 21, 61-75.
Alpert, J., (2008), “Rich media, richer results”, Sales and Marketing Management, Vol. 160, No. 4:27, 2008.
Anvari, R., and Amin, S.M., (2010), “Commitment, involvement and satisfaction in relationship marketing,” Contemporary Research in Business, Vol. 1, No. 11: 51-70.
Banerjee, A., (1992), “A Simple Model of Herd Behavior,” Quarterly Journal of Economics, Vol. 107, No. 3:797-817.
Bansal, H. S. and Voyer, P. A., (2000), “Word-of-Mouth Processes within a Services Purchase Decision Context,” Journal of Service Research, Vol. 3, No. 2:166-177.
Bauer, R. A., (1960), “Consumer Behavior as Risk Taking,” Dynamic Marketing for a Changing World, 389-398.
Bayley, G., and Nancarrow, C., (1998), “Impulse Purchasing: A Qualitative Exploration of the Phenomenon,” Qualitative Market Research: An International Journal, Vol. 1, No. 2:99-114.
Bickart, B., & Schindler, R. M., (2001), “Internet Forums as Influential Sources of Consumer Information,” Journal of Interactive Marketing, Vol. 15, No. 3:31-40.
Brown, L. G., (1989), “The Strategic and Tactical Implications of Convenience in Consumer Product Marketing,” Journal of Consumer Marketing, Vol. 6, No. 3:13-19.
Casalo, L. V., Flavián, Carlos., and Guinalíu, M., (2008), “The Role of Satisfaction and Website Usability in Developing Customer Loyalty and Positive Word-of-Mouth in the e-Banking Services,” The International Journal of Banking Marketing, Vol. 26, No. 6:399.
Chen, L., and Holsapple, C.W., (2013), “E-Business Adoption Research: State of the Art,” Journal of Electronic Commerce Research, Vol. 14, No. 3:261-286.
Cho, Y. C., (2010), “Assessing Customer Satisfaction And Acceptance On Perishable Goods In the "Telepresent" Environments,” Journal of Business & Economics Research, Vol. 8, No. 9:23-35.
Collier, J.E., and Bienstock, C.C., (2006), “Measuring Service Quality in E-Retailing,” Journal of Service Research, Vol. 8, No. 3:260-275.
DeLone, W. H., and McLean, E. R., (2003), “The DeLone and McLean Model of Information Systems Success: A Ten-Year Update,” Journal of Management Information Systems, Vol. 19, No. 4:9-30.
Devaraj, S., Fan, M., &Kohli, R., (2002), “Antecedents of B2C Channel Satisfaction and Preference: Validating e-Commerce Metrics,” Information Systems Research, Vol. 13, No. 3:316.
Donthu, N., and Garcia, A., (1999), “The Internet Shopper,” Journal of Advertising Research, Vol. 39, No. 3:52-58.
Donthu, N., & Gilliland, D., (1996), “The Infomercial Shopper: Who are the people who buy the majority of the often pricey merchandise sold via infomercials?” Journal of Advertising Research, Vol. 36, No. 2:69-76.
Giebelhausen, M.D., Robinson, S.G., and Cronin Jr., J.J., (2011), “Worth waiting for: increasing satisfaction by making consumers wait,” Journal of the Academy of Marketing Science, Vol. 39:889-905.
Godes, D., &Mayzlin, D., (2004), “Using Online Conversations to Measure Word of Mouth Communication,” Marketing Science, Vol. 23, No. 4:545–560.
Hair, J.F.Jr., Black, W.C., Babin, B.J., Anderson, R.E., and Tatham, R.L., (2006), Multivariate Data Analysis, 6thed, New Jersey: Prentice Hall.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., &Gremler, D. D., (2004), “Electronic Word-of-Mouth via Consumer- Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet? ” Journal of Interactive Marketing, Vol. 18, No. 1:38-52.
Hung, S.Y., Chen, C.C., Hung, H.M., and Ho, W.W., (2013), “Critical Factors Predicting the Acceptance of Digital Museums: User and System Perspectives,” Journal of Electronic Commerce Research, Vol. 14, No. 3:231-243.
Jaiswal, A. K., Niraj, Rakesh., and Venugopal, Pingali., (2010), “Context-general and Context-specific Determinants of Online Satisfaction and Loyalty for Commerce and Content Sites,” Journal of Interactive Marketing, Vol. 24, No. 3:222.
Joseph, C. J., & Taylor, S. A., (1992), “Measuring Service Quality: A Reexamination and Extension,” Journal of Marketing, Vol. 56, No. 7:, 55-68.
Kassim, N., and Abdullah, Nor. Asiah., (2010), “The effect of perceived service quality dimensions on customer satisfaction, trust, and loyalty in e-commerce settings; A cross cultural analysis,” Asia Pacific Journal of Marketing and Logistics, Vol. 22, No. 3:, 351.
Kim, J., and Lennon, S.J., (2010), “Information available on a website: Effects on consumers' shopping outcomes,” Journal of Fashion Marketing and Management, Vol. 14, No. 2:247.
Kim, M., Kim, J-H., and Lennon, S.J., (2006), “Online Service Attributes Available on Apparel Retail Websites: An E-S-QUAL Approach,” Managing Service Quality, Vol. 16, No. 1:51-77.
Kwak, H., Fox, R. J., and Zinkhan, G. M., (2002), “What Products Can Be Successfully Promoted and Sold via the Internet? ” Journal of Advertising Research, Vol. 42, No. 1:23-38.
Lee, J. A., & Kacen, J. J. (2008), “Cultural influences on consumer satisfaction with impulse and planned purchase decisions,” Journal of Business Research, Vol. 61, No. 3:265-272.
Liang, T. P., and Lai, H. J. (2002), “Effect of store design on consumer purchases: An empirical study of on-line bookstores,” Information Managemnet, Vol. 39, No. 6:431-444.
Limayem, M., Khalifa, M., &Frini, A., (2000), “What Makes Consumers Buy from Internet? A Longitudinal Study of Online Shopping,” IEEE Transactions on Systems, Man and Cybernetics-Part A, Vol. 30, No. 4:421-432.
Lin, H.-F., (2007), “The Impact of Website Quality Dimensions on Customer Satisfaction in the B2C E-commerce Context,” Total Quality Management & Business Excellence, Vol. 18, No. 4:363-378.
Liu, C., Arnett, K.P., Capella, L.M., and Taylor, R.D., (2001), “Key Dimensions of Web Design as Related to Consumer Response,” Journal of Computer Information Systems, Vol. 42:47-69.
Lu, J., Yao, J., and Yu, C., (2005), “Personal Innovativeness, Social Influence and Adoption of Wireless Internet Services via Mobile Technology,” Journal of Strategic Information Systems, Vol. 14, No. 3:245-268.
Madu, C.N., and Madu, A.A., (2002),“Dimensions of e-Qaulity,” International Journal of Qualiyt and Reliablity Management, Vol. 19, No. 3:264-259.
McKinney, V., Yoon, K., and Zahedi, F.M., (2002) “The Measurement of Web-Customer Satisfaction: An Expectation and Disconfirmation Approach,” Information Systems Research, Vol. 13, No. 3:296-315.
Morton, F.S., “Consumer Benefit from Use of the Internet,” NBER Innovation Policy & the Economy (MIT Press), Vol. 6, No. 1:67-90, 2006.
Otim, S., and Grover, V., (2006), “An Empirical Study on Web-Based Services and Customer Loyalty,” European Journal of Information Systems, Vol. 15, No. 6:527-541.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L., (1988), “SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality,” Journal of Retailing, Vol. 64, No. 1:12-41.
Parasuraman, A., Zeithaml, V., and Malhotra, A. (2005),“E-S-Qual: A Multiple-item Scale for Assessing Electronic Service Quality,” Journal of Service Research, Vol. 7, No. 3:213-233.
Park, C.-H., and Kim, Young-Gul. (2006) “The Effect of Information Satisfaction and Relational Benefit on Consumers' Online Shopping Site Commitments,” Journal of Electronic Commerce in Organizations, Vol. 4, No. 1:70-90.
Riegner, C., (2007), “Word of Mouth on the Web: The Impact of Web 2.0 on Consumer Purchase Decisions,” Journal of Advertising Research, Vol. 47, No. 4:436.
Robinson Jr., L, Marshall, G.W., and Stamps, M.B., “Sales force use of technology: antecedents to technology acceptance,” Journal of Business Research, Vol. 58, No. 12:1623-1631, 2005.
Shimp, T. A., and Bearden, W. O. (1982) “Warranty and Other Extrinsic Cue Effects on Consumers' Risk Perceptions,” Journal of Consumer Research, Vol. 9, No. 1:38
Sirgy, M. J., (1982) “Self-Concept in Consumer Behavior: A Critical Review,” Journal of Consumer Research, Vol. 9, No. 3:287-300
Spears, N., “ Just Moseying Around and Happening Upon It Versus a Master Plan: Minimizing Regret in Impulse versus Planned Sales Promotion Purchases,” Psychology & Marketing, Vol. 23, No. 1:57-73, 2011.
Spreng, R. A., Harrell, G. D., &Mackoy, R. D., “Service Recovery: Impact on Satisfaction and Intentions,” Journal of Services Marketing, Vol. 9, No. 1:15-23, 1995.
Tan, S. J. (1999),“Strategies for Reducing Consumers’ Risk Aversion in Internet Shopping.Journal of Consumer Marketing,” Journal of Consumer Marketing, Vol. 16, No. 2:163-180
Tanimoto, J., &Fujii, H., (2003) “A Study on Diffusional Characteristics of Information on a Human Network Analyzed by a Multi-Agent Simulator,” The Social Science Journal, Vol. 40, No. 3:479-485.
Torkzadeh, G., and Dhillon, G., (2002), “Measuring Factors that Influence the Success of Internet Success,” Information Systems Research, Vol. 13:187-204
Tuzovic, S. (2010) “Frequent (flier) frustration and the dark side of word-of-web: exploring online dysfunctional behavior in online feedback forums,” The Journal of Services Marketing, Vol. 24, No. 6:446-457
Van der Heijden, H., Verhagen, T., &Creemers, M., (2003) “Understanding Online Purchase Intentions: Contributions from Technology and Trust Perspectives,” European Journal of Information Systems, Vol. 12, No. 1:41-48
Vijayasarathy, L. R., & Jones, J. M., (2001) “Do Internet Shopping Aids Make a Difference? An Empirical Investigation,” Electronic Markets, Vol. 11, No. 1:75-83
Wolfinbarger, M., &Gilly, M. C., (2003) “eTailQ: Dimensionalizing, Measuring and Predicting eTail Quality,” Journal of Retailing, Vol. 79, No. 3:183-198
Zeithaml, V. A., Parasuraman, A., &Malhotra, A., (2002) “Service Quality Delivery through Web Sites: A Critical Review of Extant Knowledge,” Journal of the Academy of Marketing Science, Vol. 30, No. 4:362-375
Zhang, J., and Daugherty, T. (2009) “Third-Person Effect and Social Networking: Implications for Online Marketing and Word-of-Mouth Communication,” American Journal of Business, Vol. 24, No. 2:53-63
Dincer, C., & Dincer, B. (2015). Key Factors of Online Customer Satisfaction. International Journal of Academic Research in Business and Social Sciences, 5(7). 84-96.
Copyright: © 2015 The Author(s)
Published by Knowledge Words Publications (www.kwpublications.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode
