Relating E-Satisfaction to Behavorial Outcomes: An Empirical Study

Journal of Services Marketing, Vol. 18, No. 4, pp. 290-303

Posted: 28 Oct 2003 Last revised: 2 May 2011

See all articles by Harvir S. Bansal

Harvir S. Bansal

Wilfrid Laurier University - School of Business & Economics

Gordon McDougall

Wilfrid Laurier University - School of Business & Economics

Shane S. Dikolli

Darden School of Business University of Virginia

Karen Sedatole

Goizueta Business School

Date Written: April 26, 2011

Abstract

Prior work has examined antecedents and behavioral outcomes of satisfaction in an offline setting but relatively little evidence explores whether the findings hold for increasingly important online settings. In addition, prior work has linked determinants of e-satisfaction to stated intentions about referrals, retention and a customer's willingness to pay more but not to stated purchasing or actual browsing behaviors. This paper extends the prior work to explore the antecedents of e-satisfaction, and the relations between e-satisfaction and two new behaviorial outcomes related to an online setting; customers' stated purchasing behavior (i.e. conversion) and actual browsing behavior (i.e. stickiness). Using a sample of 145 predominantly multi-channel retail firms and 683 firm quarters, the paper highlights two main results. First, existing models that examine the antecedents and consequences of satisfaction in the offline setting, also apply to an online setting. Specifically, Web site characteristics and customer service affected overall Web site satisfaction which, in turn, affected retention/referral, conversion, and stickiness. Second, Web site characteristics had a significant impact on all three types of behavioral outcomes, while Web site customer service was a significant driver of only retention/referral outcomes. An important implication of these results is that firms having online channels need to pay careful attention to the selection, design, and maintenance of Web site characteristics to ensure favourable behavorial outcomes. On the other hand, Web site customer service may be a necessary but not sufficient condition to achieving favourable outcomes from online settings.

Keywords: e-satisfaction, customer loyalty, customer retention, leading indicators

JEL Classification: M30, M31, M39

Suggested Citation

Bansal, Harvir S. and McDougall, Gordon and Dikolli, Shane Sami and Sedatole, Karen, Relating E-Satisfaction to Behavorial Outcomes: An Empirical Study (April 26, 2011). Journal of Services Marketing, Vol. 18, No. 4, pp. 290-303. Available at SSRN: https://ssrn.com/abstract=460421

Harvir S. Bansal

Wilfrid Laurier University - School of Business & Economics ( email )

Waterloo, Ontario N2L 3C5
Canada

Gordon McDougall

Wilfrid Laurier University - School of Business & Economics ( email )

Waterloo, Ontario N2L 3C5
Canada

Shane Sami Dikolli (Contact Author)

Darden School of Business University of Virginia ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States
4342431018 (Phone)

Karen Sedatole

Goizueta Business School ( email )

1300 Clifton Road
Atlanta, GA 30322-2722
United States

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