Customer satisfaction of online purchases and repurchase intentions: the moderating role of return services

ABSTRACT

Online retailers continuously search for strategies that could increase repeat purchases in a highly competitive and low exit barrier industry. This study examined the effect of customer satisfaction on online repurchase intentions. This study examined the relationship between return services and customers’ perceived uncertainties and reduced uncertainties effect on online repurchase intentions. This study adopts a quantitative approach. An online survey was conducted involving 605 respondents. Structural equation modeling was used to examine the relationship between satisfactions and online repurchase intentions. The results show that customer satisfaction has positive influence on online repurchase intentions. The results revealed that return services have positive impact on customer perceived uncertainty and reduced uncertainty has positive influence on repurchase intention. The results also revealed that the three constructs of return services (refund, exchange and repairs) moderate the relationship between customer satisfaction and online repurchase intentions. This study suggests online retailers that in their effort to satisfy customers emphasis should be placed on return services. This study’s focus on satisfaction, return services and customer perceived uncertainty of online purchases provides new dimension to literature on the role of return services (financial refund, product exchange and repairs) on customer satisfaction and repurchase intention.

KEYWORDS:

• Customer satisfaction
• repurchase intention
• online retailers
• return services
• uncertainty

Disclosure statement

No potential conflict of interest was reported by the author(s).

Correction Statement

This article has been corrected with minor changes. These changes do not impact the academic content of the article.

Additional information

Funding

The author(s) received no financial support for the research, authorship, and/or publication of this article.

Notes on contributors

Zakari Bukari

Sayibu Ibrahim Nnindini is a PhD student at the University of Ghana Business School. Nnindini’s research focuses on political marketing, e-commerce and social marketing.

Sayibu Ibrahim Nnindini

Dr. Zakari Bukari is a marketing researcher with a keen interest in the issues of green behavior, strategy, political economy, voters’ behavior, and customer/service experience. He is a Lecturer at the University of Professional Studies Accra.

George Cudjoe Agbemabiase

Dr. George Cudjoe Agbemabiese is a senior lecturer at the faculty of management studies at the University of Professional Studies. His research focuses on customer relationships, service quality, service recovery and customer loyalty.

Michael Boadi Nyamekye

Dr. Michael Boadi Nyamekye is a lecturer at the Department of Marketing University of Professional Studies Accra. His research interests include service and customer experience, branding and corporate reputation.