THE EFFECTS OF CUSTOMER SATISFACTION WITH E-COMMERCE SYSTEM

摘要

With the rapid growth of e-commerce in Saudi Arabia, this country is the biggest e-commerce market in the Arab world. This paper aims to examine the degree of customer satisfaction with e-commerce system in Saudi Arabia using modified American customer satisfaction index (ACSI) model. The model was tested using 149 sample data obtained from online survey. The findings indicate that customer satisfaction with e-commerce system was affected by customer expectation, e-commerce service quality and perceived value. In addition, perceived value was affected by customer expectation and e-commerce service quality, while e-commerce service quality was affected by customer expectation. The findings suggest that e-commerce service quality is main key element affecting customer satisfaction with e-commerce system which is accordance with Saudi Arabian online customers who have more concerns on e-commerce service, particularly related to security and payment method.