Consumer’s satisfaction is not a new concept and many
studies try to find its antecedents and consequences, because it is considered
as an important measure of a firm’s success and a leading indicator of a firm’s
financial performance and shareholder value (Ramasubbu, Mithas & Krishnan, 2008).
In bricks and mortar environment, consumer satisfaction can be defined as the
evaluations of a product or service with regard to their consumers’ needs and
expectations. It is viewed as the summary psychological state resulting when
the emotions surrounding disconfirmed expectations are coupled with the prior
feeling of consumers about their experience Billy, Rob & Ivan (2008).
Helson’s theory states that the degree of an individual’s satisfaction depends
on the relationship between the initial expectations created and the results
obtained (Flavian, Guinaliu & Gurrea, 2006).There are two different conceptualizations
of consumer’s satisfaction: transaction-specific and cumulative (Chang &
Chen, 2008). The transaction-specific perspective views consumer’s satisfaction
as a post-choice evaluative judgment of a specific purchase occasion. From a transactional
viewpoint satisfaction would indeed depend on each exchange. In comparison,
cumulative consumer’s satisfaction is an overall evaluation based on the
overall experience with the goods and services of a particular firm over time.
From cumulative viewpoint with each new interchange, the individual’s
perception is fed by new information (Casalo, Flavian & Guinaliu, 2008).
E-satisfaction (electronic satisfaction) is another form of consumer’s
satisfaction that evolved within the ecommerce (electronic commerce) context.
It is defined as “the contentment of the consumer with respect to his or her
prior purchasing experience with a given electronic firm” (Chang & Chen,
2008). Satisfaction with e-stores, like satisfaction with traditional stores,
is not derived solely from satisfaction with regards to the product purchased
but also with regards to the convenience and the site design. These elements are
identified to be the main determinant of e-store satisfaction, which in turn
influences the decision to re-patronize a website (ibid).Zviran, Glezer &
Avni (2006) study indicated that websites have different, hidden, and subjective
factors that stemmed from the interaction between users and these web-based
systems. These factors affect the overall satisfaction of users. Section 2.2
discussed important factors that affect the consumer’s satisfaction on the web
environment. Billy, Rob & Ivan (2008) developed and empirically tested a
theoretical model of the impact of website quality on consumers’ satisfaction
and purchase intentions in the Chinese context. Results indicated that website
quality has a direct and positive impact on the consumer’s satisfaction and
that satisfaction also has a direct and positive impact on purchase intentions.
While the influence of website quality on purchase intentions exists,
consumers’ satisfaction does significantly mediate this effect. Additionally,
the previous study found that the website’s quality influenced consumers’
purchase intentions through their satisfaction with website functionality and
usability features. (Casalo, Flavian & Guinaliu, 2008) study results
revealed the existence of a positive and significant influence of reputation
and satisfaction on website loyalty. This study also confirmed the influence of
usability on consumers’ satisfaction and showed that usability played a special
role in the loyalty formation process.