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Relating e‐satisfaction to behavioral outcomes: an empirical study

Harvir S. Bansal (Assistant Professor, Marketing, School of Business and Economics, Wilfrid Laurier University, Waterloo, Ontario, Canada)
Gordon H.G. McDougall (Professor, Marketing, School of Business and Economics, Wilfrid Laurier University, Waterloo, Ontario, Canada)
Shane S. Dikolli (Assistant Professor, Accounting, at the Department of Accounting, McCombs School of Business, The University of Texas at Austin, Austin, Texas, USA)
Karen L. Sedatole (Assistant Professor, Accounting, at the Department of Accounting, McCombs School of Business, The University of Texas at Austin, Austin, Texas, USA)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 June 2004

Abstract

Prior work has examined antecedents and behavioral outcomes of satisfaction in an offline setting but few studies explore whether the findings hold for increasingly important online settings. 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, 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. 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. Further, Web site customer service may be a necessary but not sufficient condition to achieving favourable outcomes in online settings.

Keywords

Citation

Bansal, H.S., McDougall, G.H.G., Dikolli, S.S. and Sedatole, K.L. (2004), "Relating e‐satisfaction to behavioral outcomes: an empirical study", Journal of Services Marketing, Vol. 18 No. 4, pp. 290-302. https://doi.org/10.1108/08876040410542281

Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited