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Antecedents and consequences of online customer satisfaction: A holistic process perspective

机译：在线客户满意度的前因和后果：全过程视角

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This paper examines the determinants and consequences of online customer satisfaction by considering the entire online shopping experience, based on data collected from our survey of UK consumers in 2016. We found evidence that post online purchase experiences including experiences with order fulfilment, ease of return and responsiveness of customer service are the most significant contributors to online customer satisfaction. Security assurance, customisation, ease of use, product information and ease of check-out, all have significant impact but at much lower levels. The effect of website appearance on customer satisfaction is not significant. Our findings show that online customer satisfaction leads to repurchase intention, and a likelihood of making positive recommendations to others, but not willingness to pay more. We also found the effects of product information, customisation, order fulfilment and responsiveness of customer service on customer satisfaction are stronger for experience products than search products, while there is no significant difference in the effects of other determinants for search products and experience products. Several theoretical and managerial implications are provided, based on our findings.
机译：本文根据2016年我们对英国消费者的调查收集的数据，通过考虑整个在线购物体验来研究在线客户满意度的决定因素和后果。我们发现证据表明，在线购物体验包括订单履行，退货便利性和客户服务的响应能力是在线客户满意度的最重要因素。安全保证，自定义，易用性，产品信息和易于结帐，均会产生重大影响，但级别要低得多。网站外观对客户满意度的影响并不明显。我们的发现表明，在线客户满意度会导致回购意向，并有可能向他人提出正面建议，但不会愿意付出更多。我们还发现，体验产品的产品信息，定制，订单履行和客户服务响应速度对客户满意度的影响要强于搜索产品，而搜索产品和体验产品的其他决定因素的影响没有显着差异。根据我们的发现，提供了一些理论和管理意义。

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