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

Abstract

Abstract. The purpose of this research is to develop a research model to understand the important dimensions of website service quality and its influence on repurchase intention. The study also analyzes the mediating effect of customer satisfaction on repurchase intention. The results of empirical analysis confirmed that website quality can be conceptualized as a composite of navigation, ease of understanding, information usefulness, website design, ease of use, security and privacy, ease of ordering, and customization. Second, website quality positively affects repurchase intention and customer satisfaction. Third, website service quality can affect repurchase intention by enhancing mediators like customer satisfaction, as it has full mediating effect on repurchase intention. This study has developed the instrument dimensions of website service quality in online shopping context. The study has also refined the scale of repurchase intention by including "cash-on-delivery" (COD) mode of payment as a new dimension to inculcate confidence for online shopping in emerging economies. Supplemental Material:The online appendix is available at https://doi

The influence of website quality on consumer’s e-loyalty through the mediating role of e-trust and e-satisfaction: An evidence from online shopping in Vietnam

“…As seen, websites are crucial components for succeeding e-commerce strategies for any organization. Effective use of this tool may increment customer satisfaction, website retention and repeat purchases, as well as lowering customers' tendency to switch to another website service provider (Tandon, Kiran, & Sah, 2017). Different features (e.g., content, functionality) affect customer loyalty to the website, depending on the website domain.…”

“…Therefore, loyalty results from positive attitudes regarding the website. Different researches confirm the relationship between website quality and e-loyalty (Tandon et al, 2017;Tirtayani & Sukaatmadja, 2018). So, the following hypothesis is proposed:…”

“…As a matter of fact, "e-satisfaction is considered an important factor in encouraging site stickiness, or loyalty, to an e-vendor's website" (Polites et al, 2012). Tandon et al (2017) also theorized that because the Internet provides a simple mechanism for accessing other ecommerce vendors, the act of switching e-commerce partners requires minimal effort. Lacking strong customer satisfaction, consumers would not remain loyal to the service provider.…”

“…Lacking strong customer satisfaction, consumers would not remain loyal to the service provider. For some authors, the link between them is evident and "intuitive" (Tandon et al, 2017;Tirtayani & Sukaatmadja, 2018).…”

“…The author states that e-trust and esatisfaction are the mediating factors on the connection between website and e-loyalty because lack of e-trust and e-satisfaction could be the main reason customers decide not to shop online or they could consider switching to another website. Moreover, some studies have shown that the direct relationships between website quality and e-loyalty (e..g., Tandon et al, 2017), website quality and e-trust, e-trust and e-loyalty (e.g., Ghalandari, 2012;Tirtayani & Sukaatmadja, 2018), website quality and esatisfaction (e.g., Tirtayani & Sukaatmadja, 2018), e-satisfaction and e-loyalty (e.g., Safa & Solms, 2016;Taheri & Akbari, 2016). Based on the linking of the relationships mentioned above, the author state that there is a likelihood that e-trust and e-satisfaction mediate the relationships between website quality and e-loyalty.…”