Customers’ Perceptions as an Antecedent of Satisfaction with Online Retailing Services
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Date
2018
Authors
Mwencha, Peter M.
Muathe, Stephen M. A.
Journal Title
Journal ISSN
Volume Title
Publisher
Faculty of Management University of Warsaw.
Abstract
The assessment of antecedents of customer satisfaction has become very important for the
success of online retailing services. This paper reports the results of a study that investigated the
antecedent role of customers’ perceptions vis-a-vis satisfaction with online retailing services.
While the study model conceptualizes customers’ perceptions as a composite variable made
up of three dimensions (perceived attributes, perceived risk and perceived value) prescribed
by four established information systems (IS) and consumer behaviour frameworks, namely the
Technology Acceptance Model (TAM), Perceived Risk Theory (PRT), Theory of Consumption
Values (TCV) and Expectations-Artifact Model of Satisfaction (EAMS), it does not specify
how the different perceptual factors infl uence online satisfaction; instead it aggregates all three
dimensions into a higher-order construct called “customers’ perceptions” and tries to understand
the nature of relationship between the composite independent variable and the dependent variable.
It employed a descriptive, correlational survey design whereby the response data collected from
240 registered users of 6 online retailers was analyzed using both descriptive as well as inferential
statistics. The linear regression analyses indicate that the model provides a statistically signifi cant
explanation of the variation in consumers’ online retailing satisfaction. The study also found
empirical support for customers’ perceptions as an antecedent of satisfaction with online retailing
services.
Description
Research Article
Keywords
Online retailing, Customer satisfaction, Perceptions, E-commerce, Online consumer behaviour
Citation
Journal of Marketing and Consumer Behaviour in Emerging Markets 1(7)2018