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

Author

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  • Chih-Wen Wu
  • Kun-Huang Huarng
  • Surya Fiegantara
  • Pai-Chi Wu

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

Suggested Citation

  • Chih-Wen Wu & Kun-Huang Huarng & Surya Fiegantara & Pai-Chi Wu, 2012. "The impact of online customer satisfaction on the yahoo auction in Taiwan," Service Business, Springer;Pan-Pacific Business Association, vol. 6(4), pages 473-487, December.
    • Handle: RePEc:spr:svcbiz:v:6:y:2012:i:4:p:473-487
    DOI: 10.1007/s11628-012-0155-9
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    References listed on IDEAS

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    Cited by:

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    4. Hung-Che Wu & Xiaolian Chen & Ya-Yuan Chang, 2021. "Structural relationships between psychosocial risk, relationship quality, need for cognition, and quarantine intentions: the case of the quarantine hotel," Service Business, Springer;Pan-Pacific Business Association, vol. 15(4), pages 587-611, December.

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