Consumer’s of a company’s financial performance and stakeholder value

Consumer’s satisfaction is not a new notion. Many researchs
try to search its axiom and effects, because it is remarked as an important measure
tool of a company’s success and a leading indicator of a company’s financial performance
and stakeholder value (Ramasubbu, Mithas & Krishnan, 2008). In traditional
environment, consumer satisfaction can be seen as the estimation of a product
or service with regard to their consumers’ needs and expectations. It is seen
as the summary psychological status result when the sensitivity surrounding opposed
expectations are together with the prior feeling of consumers about their experience
Billy, Rob & Ivan (2008). Helson’s theory states that the degree of a
person’s satisfaction depends on the connection between the initial
expectations created and the outcomes obtained (Flavian, Guinaliu & Gurrea,
2006). Two different concept of consumer’s satisfaction was mention:
transaction-specific and cumulative (Chang & Chen, 2008). The
transaction-specific views consumer’s satisfaction as a post-selection estimation
judgment of a specific purchase occasion. From a transactional point of view
satisfaction would in fact depend on each exchange. In comparison, accumulative
consumer’s satisfaction is an overall estimation based on the total experience
with the goods and services of a particular firm over time. From cumulative
point of view with each new interchange, the personal’s perception is supplied
by new information (Casalo, Flavian & Guinaliu, 2008). E-commerce satisfaction
(electronic satisfaction) is another kind of consumer’s satisfaction that evoked
within the ecommerce (electronic commerce) context. It is defined as “the gratification
of the consumer with respect to his or her prior purchasing experience with a
given electronic companies (Chang & Chen, 2008). Satisfaction with
e-commerce store, like satisfaction with brick and stone stores, is not derived
solely from satisfaction with regards to the product purchased but also with
regards to the convenience and the site design. These elements are identified
to be the main determinant of e-store satisfaction, which in turn affect the
decision to re-support a website (ibid).Zviran, Glezer & Avni (2006) study described
that websites have different, hidden, and subjective factors that originated from
the interaction between users and these web-based systems. These factors affect
the total satisfaction of users. Section 2.2 discussed important factors that
affect the consumer’s satisfaction on the web environment. Billy, Rob &
Ivan (2008) developed and empirically tested a theoretical model of the impact
of website quality on consumers’ satisfaction and purchase intentions in the
Chinese context. Results indicated that website quality has a direct and
positive impact on the consumer’s satisfaction and that satisfaction also has a
direct and positive impact on purchase intentions. While the influence of
website quality on purchase intentions exists, consumers’ satisfaction does significantly
mediate this effect. Additionally, the previous study found that the website’s
quality influenced consumers’ purchase intentions through their satisfaction
with website functionality and usability features. (Casalo, Flavian &
Guinaliu, 2008) study results revealed the existence of a positive and
significant influence of reputation and satisfaction on website loyalty. This
study also confirmed the influence of usability on consumers’ satisfaction and
showed that usability played a special role in the loyalty formation process.