Key Factors of Online Customer Satisfaction

The development of e-business and intensified competition in online environment made e-marketing activities and especially customer satisfaction an important part of these businesses. Previous research took the online customer satisfaction from marketing or from technical perspective. Although these approaches helped improve our understanding, a framework to integrate them is missing from the current literature. In this study, the customer satisfaction is taken into account using an integrative view of these multiple perspectives. A survey is conducted with 1312 customers of 5 online stores. Marketing and technical constructs were incorporated into a Structural Equation Modeling (SEM) to understand the effect of each variable on customer satisfaction. The analysis results show that although these constructs do have a significant influence on customer satisfaction, not all the variables of each construct have the same effect. Thus it is important to take an integrative approach and improve key marketing and technical factors.