Customer satisfaction as mediator between website service quality and repurchase intention: An emerging economy case

摘要

Adoption of online shopping, especially in Asian markets, is growing and web service quality is an important factor to the probability of visiting and revisiting the website. With accelerating growth of online shopping in India, research is scanty and needs to be understood in specific socio-economic and cultural contexts on how website service quality leads to repurchase intention and customer satisfaction. The article assesses website service quality on repurchase intentions through customer satisfaction as a mediating variable. It also examines the mediating role of customer satisfaction in the relationship between website service quality and repurchase intention and refines the existing scale of repurchase intention by analyzing cash-on-delivery mode of payment. (57 refs.)