AN EXPLORATORY STUDY ABOUT SATISFACTION MEASURES IN AN ELECTRONIC ERA: GAP SCORES VS. SATISFACTION-ONLY MEASURES?

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Abstract

This study examined the nature of the relationships between customer e-service attributes and overall satisfaction. In particular, gap scores versus satisfaction-only measures were utilized to determine better predictor of overall satisfaction. Results identified that satisfaction-only measures explained significantly larger proportions of the variance in overall satisfaction (62.1% vs. 48.2%). Furthermore, satisfaction-only measures were significantly better indicators on overall satisfaction using Fisher’s Zscore.

 

AN EXPLORATORY STUDY ABOUT SATISFACTION MEASURES IN AN ELECTRONIC ERA: GAP SCORES VS. SATISFACTION-ONLY MEASURES?

This study examined the nature of the relationships between customer e-service attributes and overall satisfaction. In particular, gap scores versus satisfaction-only measures were utilized to determine better predictor of overall satisfaction. Results identified that satisfaction-only measures explained significantly larger proportions of the variance in overall satisfaction (62.1% vs. 48.2%). Furthermore, satisfaction-only measures were significantly better indicators on overall satisfaction using Fisher’s Zscore.