Customer Satisfaction in Electronic Commerce - A Survey Concerning the German Online Bookshop Trade

The importance of electronic commerce (in the following eCommerce) has increased significantly during the past decade. In this context this study analyses the antecedents and effects of customer satisfaction concerning german online bookshop trade. The study is based on data collected from 309 privat german customers. The data was collected through an online survey in spring of 2005. The data evaluation was realized with Amos. Additional to the basic model a modified model of antecedents and effects of customer satisfaction in eCommerce is proposed. As the discussion of the study results shows, there are interesting modifications on the antecedents side as well as on the effects side of the proposed model. Design satisfaction has not only an important influence on the online shopping satisfaction but presumably also has a direct effect on the information satisfaction, the perceived transaction security and finally also on the order satisfaction. Unlike the traditional comprehension of loyality no direct impact of customer satisfaction is postulated on the intention of recommendation. These concepts are held on through several hypotheses for future customer satisfaction research. Customer Satisfaction in Electronic Commerce 1