Determinants of Online Service Satisfaction and Their Impacts on Behavioral Intentions

In seeking customer retention, online firms can benefit considerably by identifying the key antecedents of overall service satisfaction and understanding the impact of the antecedents on behavioral consequences. Derived from a content analysis of reviews produced by online banking users, the study uncovered five determinants of service satisfaction which was confirmed by a Web-based survey of 235 online service users. The simultaneous structural equation analysis reveals that these five determinants either directly affect customer behavioral consequences or indirectly influence them through overall satisfaction. The theoretical and practical implications of these findings are examined and discussed in depth.