Customer’s different, hidden, and subjective factors that originated from

Customer’s satisfaction is not a
new notion. Many researchs try to search its
axiom and effects, because it is remarked as an important measure tool of a
company’s success and a leading indicator of a company’s
financial performance and value of stakeholder (Ramasubbu,Mithas &
Krishnan, 2008). In traditional environment, customer satisfaction
can be seen as the estimation of a product or service
with considered to their consumers’ needs and expectations. It is
seen as the summary psychological status outcome that the
sensitivity surrounding opposed expectations are together with the
prior feeling of consumers about experience Billy, Rob & Ivan
(2008). Theory of Helson states that the degree of a person’s
satisfaction depends on the link between the beginning
expectations created and the outcomes obtained
(Flavian,Guinaliu , 2006). Two
different concept of consumer’s satisfaction was mention:
transaction-specific and cumulative (Chang & Chen, 2008). The
transaction-specific views consumer’s satisfaction as a
post-selection estimation judgment of a specific purchase occasion.
From a transactional point of view satisfaction would in fact depend on each
exchange. In comparison, accumulative consumer’s satisfaction is an overall
estimation based on the total experience with the goods and services of a
particular firm over time. From cumulative point of viewwith
each new interchange, the personal’s perception is supplied by new information (Casalo,
Flavian , 2008). E-commerce satisfaction (electronic satisfaction) is
another kind of customer’s satisfaction that
evoked within the e-commerce (electronic
commerce) context. It is defined as “the gratification of the consumer
with respect to his or her prior purchasing experience
with a given electronic companies (Chang & Chen, 2008).
Satisfaction with ecommerce store, like contentment with brick and stone stores, is not derived solely
from contentment with regards
to the product purchased
but also with regards to the convenience of the website design. These elements are
identified to be the main determinant of e-commerce website satisfaction, which in
turn affect the decision to re-support a
website (ibid).Zviran, Glezer &Avni (2006)
study described that websites have different, hidden, and
subjective factors that originated from the interaction between users and these
web-based systems. These factors affect the total satisfaction of users.
Section 2.2 discussed prominent 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, customer’ satisfaction does significantly
negotiate this effect.Additionally, the earlier 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
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