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Nonlinear impact of online retail characteristics on customer satisfaction and loyalty

Gerson Tontini (Department of Business Administration, Regional University of Blumenau (FURB), Blumenau, Brazil)
Júlio Cesar da Silva (Department of Business Administration, Regional University of Blumenau (FURB), Blumenau, Brazil)
Eliane Fátima Strapazzon Beduschi (West of Santa Catarina University (UNOESC), Maravilha, Brazil)
Elis Regina Mulinari Zanin (West of Santa Catarina University (UNOESC), Maravilha, Brazil)
Margarete de Fátima Marcon (Education College of Matelândia, Matelândia, Brazil)

International Journal of Quality and Service Sciences

ISSN: 1756-669X

Article publication date: 15 June 2015

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Abstract

Purpose

The purpose of this paper is to consider the nonlinear impact of online retail stores’ quality dimensions on general customer satisfaction and loyalty.

Design/methodology/approach

Using a quantitative approach, 429 online users answered a closed questionnaire regarding their present satisfaction with 26 service attributes, their general satisfaction and loyalty. Using factorial analysis with Varimax rotation, five service-quality dimensions are studied: service accessibility/speed, fault recovery, buying reliability, service and site flexibility and site interaction/feedback. Penalty and reward contrast analysis identifies the Kano model classification of the service-quality dimensions, and the nonlinear impact of these dimensions, and customer satisfaction, on customer loyalty.

Findings

The results show that there is a nonlinearity between quality dimensions, customer satisfaction and loyalty. The dimension “service accessibility/speed” has a one-dimensional impact on customer satisfaction, but with higher reward impact than penalty impact. “Fault recovery” is a “must-be”, “buying reliability” and “service flexibility” are “attractive” and “site interaction/feedback” is one-dimensional. Besides, the dimension “service accessibility/speed” has also a direct impact on loyalty if achieving above-average performance, thus reinforcing general customer satisfaction.

Originality/value

Few previous papers explore this nonlinearity in online retail services. So, future studies should lead to a theoretical and practical understanding of managing these services. Understanding this nonlinearity may help companies to better identify what improve or offer to customers.

Keywords

Acknowledgements

Research supported by the National Research Council of Brazil, Coordination of Improvement of Higher Education Personnel and Science without Borders Program, Brazil. Publication supported by Act No. 143/2013 of the Council of Teaching, Research and Extension, on December 17, 2013 and Resolution No. 052/2008/CEPE, FURB.

Citation

Tontini, G., da Silva, J.C., Beduschi, E.F.S., Zanin, E.R.M. and Marcon, M.d.F. (2015), "Nonlinear impact of online retail characteristics on customer satisfaction and loyalty", International Journal of Quality and Service Sciences, Vol. 7 No. 2/3, pp. 152-169. https://doi.org/10.1108/IJQSS-02-2015-0021

Publisher

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Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited

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