The impact of online customer satisfaction on the yahoo auction in Taiwan

Chih-Wen Wu (), Kun-Huang Huarng (), Surya Fiegantara () and Pai-Chi Wu ()

Service Business, 2012, vol. 6, issue 4, 473-487

Abstract: In this article, the authors develop a conceptual model that links website quality, trust, merchandising, customer service, and online satisfaction for yahoo auction in Taiwan. The research objective is to provide initial evidence for the determinants of e-satisfaction (online satisfaction). We examine the role of web quality, trust, merchandising, and customer service in consumer online satisfaction assessments. This conceptual model is empirically tested from 350 consumers across a broader group of online shoppers on yahoo auction by means of internet surveys and structural equation analysis. The results show that the determinants of online trust are website quality, merchandising, and customer service. Website quality, trust, merchandising, and customer service have positive effects on online satisfaction for auction sites. The research findings were reported by discussing the implications of the findings and directions for future research. Copyright Springer-Verlag 2012

Keywords: Website quality; Trust; Merchandising; Customer service; Online satisfaction; Yahoo auction (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (4)

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DOI: 10.1007/s11628-012-0155-9

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