Customer’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 value of stakeholder
(Ramasubbu,Mithas & Krishnan, 2008). In traditional
environment, customer satisfaction can be seen as the
estimation of a product or service with considered to their
consumers’ needs and expectations. It is seen as the
summary psychological status outcome that the sensitivity
surrounding opposed expectations are together with the prior feeling
of consumers about experience Billy, Rob & Ivan
(2008). Theory of Helson states that the degree of a person’s
satisfaction depends on the link between the beginning
expectations created and the outcomes obtained
(Flavian,Guinaliu , 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 viewwith each new interchange, the
personal’s perception is supplied by new information (Casalo,
Flavian , 2008). E-commerce satisfaction (electronic satisfaction) is
another kind of customer’s satisfaction that evoked
within the e-commerce (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
ecommerce store, like contentment with brick and stone stores, is not derived solely
from contentment with regards to the product purchased but
also with regards to the convenience of the website design.
These elements are identified to be the main determinant
of e-commerce website 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 prominent 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, customer’ satisfaction does significantly
negotiate this effect.Additionally, the earlier study found
that the website’s quality influenced consumers’
purchase intentions through their satisfaction with
website functionality and user friendly
features. (Casalo, Flavian & Guinaliu, 2008) research
outcomes revealed the creattion of a positive and significant
influence of reputation and satisfaction on website
loyalty. This study also verified the influence
of usability on customers’satisfaction and describe that usability played
a special role in the loyalty formation process.  

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