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Context-general and Context-specific Determinants of Online Satisfaction and Loyalty for Commerce and Content Sites

Author

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  • Jaiswal, Anand K.
  • Niraj, Rakesh
  • Venugopal, Pingali

Abstract

We use the context-general and context-specific factor approach to examine the generalizability of satisfaction and loyalty models across two disparate online contexts—online retailing and content site browsing. Our conceptual models include the moderating effects of user-characteristic Web expertise, besides main effects of Web site factors and Web expertise. Results indicate that satisfaction and loyalty judgments are sensitive to both context-general and context-specific determinants, as well as to some interactions between them. Among context-general determinants, ease of use and customer service are positively related to satisfaction, Web community to loyalty, and Web expertise to both satisfaction and loyalty. Flow, a context-specific determinant, has a significant positive effect on satisfaction alone; security affects loyalty alone; and fulfillment/reliability and information quality are significant predictors of both satisfaction and loyalty. The results show that Web expertise moderates the effect of ease of use on satisfaction. The study contributes to marketing theory and practice by identifying satisfaction and loyalty mechanisms that are potentially generalizable across the two online contexts and providing a guiding framework for simultaneous consideration of context-specific and context-general factors in future research.

Suggested Citation

  • Jaiswal, Anand K. & Niraj, Rakesh & Venugopal, Pingali, 2010. "Context-general and Context-specific Determinants of Online Satisfaction and Loyalty for Commerce and Content Sites," Journal of Interactive Marketing, Elsevier, vol. 24(3), pages 222-238.
    • Handle: RePEc:eee:joinma:v:24:y:2010:i:3:p:222-238
    DOI: 10.1016/j.intmar.2010.04.003
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    Cited by:

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    2. Caner Dincer & Banu Dincer, 2015. "Key Factors of Online Customer Satisfaction," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 5(7), pages 97-111, July.
    3. Jaiswal, Anand K. & Niraj, Rakesh & Park, Chang Hee & Agarwal, Manoj K., 2018. "The effect of relationship and transactional characteristics on customer retention in emerging online markets," Journal of Business Research, Elsevier, vol. 92(C), pages 25-35.
    4. Betancourt, Roger R. & Chocarro, Raquel & Cortiñas, Monica & Elorz, Margarita & Mugica, Jose Miguel, 2017. "Private Sales Clubs: A 21st Century Distribution Channel," Journal of Interactive Marketing, Elsevier, vol. 37(C), pages 44-56.
    5. Carmen Berne-Manero & Maria Gómez-Campillo & Mercedes Marzo-Navarro & Marta Pedraja-Iglesias, 2018. "Reviewing the Online Tourism Value Chain," Administrative Sciences, MDPI, vol. 8(3), pages 1-18, August.
    6. Alexander Joseph Ibnu Wibowo, 2021. "Outcomes of Perceived Online Webshop Quality: Empirical Evidence," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 33(2), pages 149-164.
    7. Quach, Thu Nguyen & Thaichon, Paramaporn & Jebarajakirthy, Charles, 2016. "Internet service providers' service quality and its effect on customer loyalty of different usage patterns," Journal of Retailing and Consumer Services, Elsevier, vol. 29(C), pages 104-113.
    8. Hamilton, Mitchell & Kaltcheva, Velitchka D. & Rohm, Andrew J., 2016. "Social Media and Value Creation: The Role of Interaction Satisfaction and Interaction Immersion," Journal of Interactive Marketing, Elsevier, vol. 36(C), pages 121-133.
    9. Sangjae Lee & Seongil Jeon & ByungWon Lee, 2019. "Security Controls for Employees’ Satisfaction: Perspective of Controls Framework," SAGE Open, , vol. 9(2), pages 21582440198, May.

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