The Moderating Effect of Usage Experience on the Antecedents and Consequences of Customer Satisfaction: The Case of Non-Profit Organizations Offering Web Services

Abstract:

The purpose of this study is to test the moderating effect of usage experience on antecedents to customer satisfaction, as well as that on the relationship between satisfaction and loyalty. A survey (n=1,092) was conducted on members from one of the biggest websites for non-profit barter market services in Taiwan. Our results show that the relationship among service quality, customer satisfaction and loyalty differ for consumers with more usage experience and those with less usage experience. Implications indicate that non-profit organizations that plan to offer web services should develop and provide services to high- and low-experience customers with different focus and strategy. In particular, they may start with their innovation and improvement for enhancing service assurance and reliability. In contrast, issues relevant to service delivery and other quality dimensions may regard as design topics for retaining experienced customers.

• Periodical: Advanced Materials Research (Volume 601)
• Pages: 599-605
• DOI: https://doi.org/10.4028/www.scientific.net/AMR.601.599
• Online since: December 2012
• Authors: David Chien Liang Kuo, Adam W.C. Liao, Morca M.Y. Tsai
• Keywords: Customer Loyalty, Moderating Effects, Non-Profit Organizations (NPO), Service Quality, Service Satisfaction

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