Cognition, Emotion, Satisfaction, and Post-Adoption Behaviors of E-Service Customers

In today´s turbulent e-commerce environment, online companies need to have a long-term client relationship strategy to keep customer satisfied. It is believed that satisfied customers not only continue to use the product or service but also help to recruit more customers through word of mouth. Similarly unsatisfied customers discontinue the product or service usage and discourage others from using the product or service. Therefore, understanding the determinants of customer satisfaction and post-adoption behaviors are important issues. The present study proposes and tests a model that integrates cognition, emotion, satisfaction, and three post purchase behaviors. The results show that negative affective experience mediates the effect of confirmation and directly predicts complaint intention in addition to satisfaction. Furthermore, perceived usefulness and confirmation predict the level of satisfaction with e-service and the latter in turn predicts continuance intention, recommendation, and complaint