Customer’s is seen as the summary psychological status

Customer’s satisfaction is not a new notion. Many
researchs try to search its axiom and effects, because it is remarked
as an important measure tool of a company’s success and a leading indicator
of a company’s financial performance and value of stakeholder
(Ramasubbu,Mithas & Krishnan, 2008). In traditional
environment, customer satisfaction can be seen as the
estimation of a product or service with considered to their
consumers’ needs and expectations. It is seen as the
summary psychological status outcome that the sensitivity
surrounding opposed expectations are together with the prior feeling
of consumers about experience Billy, Rob & Ivan
(2008). Theory of Helson states that the degree of a person’s
satisfaction depends on the link between the beginning
expectations created and the outcomes obtained
(Flavian,Guinaliu , 2006). Two
different concept of consumer’s satisfaction was mention:
transaction-specific and cumulative (Chang
& Chen, 2008). The transaction-specific views
consumer’s satisfaction as a post-selection estimation
judgment of a specific purchase occasion. From a transactional point
of view satisfaction would in fact depend on each exchange. In comparison,
accumulative consumer’s satisfaction is an overall estimation based on the
total experience with the goods and services of a particular firm over
time. From cumulative point of viewwith each
new interchange, the personal’s perception is supplied by
new information (Casalo, Flavian , 2008). E-commerce satisfaction (electronic satisfaction) is
another kind of customer’s satisfaction that evoked within the
e-commerce (electronic commerce) context. It is defined as “the
gratification of the consumer with respect
to his or her prior purchasing experience with a given
electronic companies (Chang & Chen, 2008).
Satisfaction with ecommerce store, like contentment with brick and stone stores, is not derived solely
from contentment with regards to the product purchased but
also with regards to the convenience of the website design.
These elements are identified to be the main determinant of e-commerce
website satisfaction, which in turn affect the
decision to re-support a
website (ibid).Zviran, Glezer &Avni (2006)
study described that websites have different, hidden, and
subjective factors that originated from the interaction between users and these
web-based systems. These factors affect the total satisfaction of users.
Section 2.2 discussed prominent factors that affect the
consumer’s satisfaction on the web environment. Billy, Rob &
Ivan (2008) developed and empirically tested a theoretical
model of the impact of website quality on consumers’ satisfaction and
purchase intentions in the Chinese 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 purchase
intentions exists, customer’ satisfaction does significantly
negotiate this effect.Additionally, the earlier study found
that 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
influence of reputation and satisfaction on website loyalty.
This study also confirmed the influence
of usability on consumers’satisfaction and showed
that usability played a special role in the loyalty formation
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