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A new understanding of satisfaction model in e‐re‐purchase situation

Hong‐Youl Ha (Kangwon National University, Chuncheon, South Korea)
Swinder Janda (Kansas State University, Manhattan, Kansas, USA)
Siva K. Muthaly (Swinburne University of Technology, Hawthorn, Australia)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 27 July 2010




The purpose of this paper is to investigate the satisfaction consequences in repurchase situations.


Online travel services are chosen because customers in these types of services had direct contact with firms. A conceptual model of CS‐RPI link is developed and used to test proposed hypotheses. A total of 514 respondents are used to test the proposed model.


The empirical findings indicate that psychological mediators are useful when repurchase situations are considered. The study provides the roles of positive attitude in the formation of CS‐RPI link. Also, three factors: adjusted expectations, trust, and positive attitude, are found to have a significant mediating influence on the link of CS‐RPI.

Research limitations/implications

Future researchers attempting to replicate and extend these findings may wish to collaborate with companies marketing products and services online and track customers' actual behaviors. This would be an excellent way to validate the current model relationships, particularly those involving repurchase intentions and customer satisfaction.

Practical implications

The results can be used by web site designers to tailor their sites' features and marketing analysts to monitor the changes of click‐through rates as a parameter of the CS‐RPI. The discovery of significant interrelationships between satisfaction and trust, such as adjusted expectation, positive attitude and repurchase intention, reinforces the importance of the psychological state when repurchasing behavior is considered. For instance, it was observed that the three mediators result in lower levels of the indirect effect, but this is not limited in the whole process of the CS‐RPI.


The conceptual framework is tested in an understudied e‐service context that is characterized by consumer‐focused competition. This context is noteworthy because no research has investigated determinants between the two parties. Research suggests that companies should understand how to capture determinants on post‐satisfaction, since competing businesses are only a mouse‐click away in e‐commerce settings.



Ha, H., Janda, S. and Muthaly, S.K. (2010), "A new understanding of satisfaction model in e‐re‐purchase situation", European Journal of Marketing, Vol. 44 No. 7/8, pp. 997-1016.



Emerald Group Publishing Limited

Copyright © 2010, Emerald Group Publishing Limited

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