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Customer Satisfaction as Mediator Between Website Service Quality and Repurchase Intention: An Emerging Economy Case

Author

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  • Urvashi Tandon

    (School of Humanities and Social Sciences, Thapar University, Patiala 147004, India)

  • Ravi Kiran

    (School of Humanities and Social Sciences, Thapar University, Patiala 147004, India)

  • Ash N. Sah

    (School of Humanities and Social Sciences, Thapar University, Patiala 147004, India)

Abstract

The purpose of this research is to develop a research model to understand the important dimensions of website service quality and its influence on repurchase intention. The study also analyzes the mediating effect of customer satisfaction on repurchase intention. The results of empirical analysis confirmed that website quality can be conceptualized as a composite of navigation, ease of understanding, information usefulness, website design, ease of use, security and privacy, ease of ordering, and customization. Second, website quality positively affects repurchase intention and customer satisfaction. Third, website service quality can affect repurchase intention by enhancing mediators like customer satisfaction, as it has full mediating effect on repurchase intention. This study has developed the instrument dimensions of website service quality in online shopping context. The study has also refined the scale of repurchase intention by including “cash-on-delivery” (COD) mode of payment as a new dimension to inculcate confidence for online shopping in emerging economies.

Suggested Citation

  • Urvashi Tandon & Ravi Kiran & Ash N. Sah, 2017. "Customer Satisfaction as Mediator Between Website Service Quality and Repurchase Intention: An Emerging Economy Case," Service Science, INFORMS, vol. 9(2), pages 106-120, June.
    • Handle: RePEc:inm:orserv:v:9:y:2017:i:2:p:106-120
    DOI: 10.1287/serv.2016.0159
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    References listed on IDEAS

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