Summary
Customers of online retailers
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Extract
Determinants of e-satisfaction in pre-order and post-order phases.
ABSTRACT
Even though customer satisfaction is crucial for the success of e-tailing businesses, very little is known about the key factors that make online consumers satisfied with their e-retailing experiences. This paper investigated the key factors of e-satisfaction from customer evaluations on reputation systems. Customer ratings on e-tailers were taken as a measure of customer e-satisfaction. Through content analysis, nine key determinants affecting e-satisfaction were identified in the pre-order and post-order shopping phases. A conceptual model of e-satisfaction was proposed. As hypothesized, e-satisfaction increased as the customer perception of an e-taller became more positive and decreased as the customer perception of an e-taller became negative in both the pre-order and post-order phases. The findings showed that the primary determinant in customers' positive reviews was on-time delivery and the primary determinant in the customers' negative reviews was customer support services. These two primary determinants in postorder phase appear to be the most important factors that influence customers' purchase decisions and adoption of e-tailers on the Internet. 1. INTRODUCTION Bringing customers back is a key to success for online businesses. A very low rate of returning customers has contributed to many dotcom failures. A one-time customer is too costly for a merchant to attract (O...See the full content of this document
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