Developing and Validating a Theoretical Model to Evaluate Customer Satisfaction of E-Services

Abstract

Today's advanced development in information technology and communication (ICT) has led to customer digital satisfaction being highly recognized as an important aspect of online business activities and considered a key determinant for successful electronic service (e-service). This introduces a new requirement to measure customer digital satisfaction as a factor for continuous business improvement. In this chapter, first, all customer digital satisfaction dimensions are extracted from the literature. Then, the exploratory factor analysis is used to cluster the factors effectively. Then further analysis including content validity, discriminate, and constructive testing is used to test the proposed survey instrument. After that, in order to verify the proposed instrument and model, structural equation modelling is applied using Amos. The contribution of this chapter relates to the fact that the proposed theoretical survey instrument integrates in a holistic way various relevant factors affecting customer digital satisfaction of e-service into a single template.