Impact of EWOM, website quality, and product satisfaction on customer satisfaction and repurchase intention: moderating
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ORIGINAL ARTICLE
Impact of EWOM, website quality, and product satisfaction on customer satisfaction and repurchase intention: moderating role of shipping and handling Abhishek Tandon1 • Aakash Aakash2
•
Anu G. Aggarwal2
Received: 30 July 2019 / Revised: 23 January 2020 Ó The Society for Reliability Engineering, Quality and Operations Management (SREQOM), India and The Division of Operation and Maintenance, Lulea University of Technology, Sweden 2020
Abstract The notion of website quality (WQ) and EWOM communications has received considerable attention in both online businesses and research communities. But, product satisfaction (PS) and shipping and handling (S&H) not yet adequately investigated in the existing studies related to e-shopping. By integrating WQ, EWOM, and PS, we have developed a path model for analyzing their effect on satisfaction (ECS) and repurchase intention (RI) of electronic commerce customer. Later on, we analyze the moderating role played by S&H with EWOM and WQ on ECS. The findings indicate that EWOM, WQ, and PS are positively associated with ECS as well as RI. We further noted that e-tailers need to be aware about the options related to S&H at their website rather than blindly rely on WQ and information quality of EWOM. This study helps the marketers to understand the key role played by WQ and EWOM along with S&H in ECS levels. Keywords Product satisfaction Shipping and handling Electronic commerce Repurchase intention Online reviews Customer satisfaction
& Aakash Aakash [email protected] 1
Department of Management Studies, Shaheed Sukhdev College of Business Studies, University of Delhi, New Delhi, Delhi, India
2
Department of Operational Research, University of Delhi, New Delhi, Delhi, India
1 Introduction The most popular type of e-commerce is business-to-consumers (B2C) throughout the world, which includes e-shopping or e-tailers. B2C refers purchasing not only from brick-and-mortar stores, such as Big Bazaar, marks and spencer, etc. but also from internet based e-tailers such as Amazon.com. During 2018, the global e-retail sales is around 2842 billion U.S. dollars and it will be around 4878 billions U.S. dollars till 2021 (Bakopoulos 2019). With the significant growth of e-shopping worldwide, there is a need for e-tailers to study the determinant of satisfaction and repurchase intentions of B2C e-commerce customers. The higher level of satisfaction enhance the repurchase intentions (Aakash and Aggarwal 2019; Fang et al. 2014). Therefore, it is important for marketers to analyze what exactly helps e-businesses to enhance satisfaction (ECS) as well as repurchase intentions (RI). A lot of studies highlighted the influence of website quality (WQ) on the level of satisfaction and also on RI of customers (Zhou and Jia 2018; Fang et al. 2011; Qureshi et al. 2009). Many previous studies proved that reviews available on the B2C e-commerce website affects the sales positively (Aggarwal and Aakash 2019; Chevalier and Mayzlin 2006; Fan et al. 2017). These reviews or online use
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