Examining the factors affecting customer's satisfaction in a Facebook firm.

Abstract

The ability to manage customers’ satisfaction and repurchase intention is a must for every single firm. It is a competitive advantage and managers should pay serious attention to it. Concerning e-commerce firms and especially s-commerce firms (social media-hosted firms), this ability is more important than the traditional commerce because of the nature of e-commerce. To achieve this goal (the ability to manage customers’ satisfaction and repurchase intention) e-vendors have to examine the connection between trust, communication, perceived value, information quality, confirmation and perceived playfulness with customer’s satisfaction and repurchase intention. Numerous studies examined the connection between these constructs in various countries. The main objective of this paper is to identify the factors that influence the extent to which Greek consumers are satisfied and have the intention to repurchase products in s-commerce. This study is based on previous research to build a conceptual model which hypothesizes relationships between customers’ satisfaction and repurchase intention and their antecedents. The results of a survey conducted among Facebook’s Greek customers show that all these factors (trust, communication, confirmation, information quality, confirmation, perceived value and perceived playfulness) have direct effects on customers’ satisfaction and repurchase intention. This study provides both theoretical and practical insights for online retailing through a social network site (SNS). The results have significant implications for s-commerce firms wishing to develop a satisfying shopping experience for their customers.