behavioral intentions. Conceptually, this study, along with various previous studies (Bloemer et al., 1999; Choi et al., 2000), found that overall satisfaction did not play a mediating role in the relationships between some identified antecedents (e.g. security and privacy) and behavioral consequences. However, the present study indicates that these antecedents may have a direct influence on one or more behavioral consequences. For instance,
- 17 - security and privacy does significantly impact recommendations, repurchase intentions, and price sensitivity. Thus, further research on customer loyalty, purchasing intention, and price sensitivity should consider both direct and indirect impacts of satisfaction determinants on behavioral intentions. The study has some caveats that also provide directions for future investigations. As was mentioned above, measurements of customer satisfaction and behavioral consequences are complicated and often controversial. For customer satisfaction, the study adopted the attribute-level performance approach. Others measures, such as the expectation and disconfirmation approach, might be utilized to verify the findings and bring about new insights (McKinney et al., 2002). Also, future research may embrace other relevant determinants including prior experiences with the service and frequency of service usage (Shankar et al., 2000). For behavioral consequences, this study employed attitudinal measures which have been regarded as incomplete substitutes for actual behavior (Keaveney, 1995). As such, a combination of attitudinal and behavioral measures could be beneficial in assessing consequences of satisfaction. Second, the insignificant association of complaining behaviors with both overall satisfaction and four of the five antecedents warrants further investigations in order to understand whether this phenomenon results from a measurement problem or reality. Given the complicated nature of consumer complaint behavior (Singh, 1998), future studies may employ multiple dimensions instead of a uni-dimension approach to yield more fruitful results. Similarly, price sensitivity can be measured in a more deliberative way by employing multiple dimensional measures, such as price consciousness and the price search effort. Finally, the results reported in this study are limited by the restricted nature of the industries examined. The authors examined only online financial and retailing service users. Other types of services or industries, might display different patterns of relationships among antecedents, overall satisfaction, and behavioral consequences. Further studies across various industries may yield more robust results.
- 18 - R e f e r e n c e s Aiken, L.S. and West, S.G. (1991), Multiple regression: Testing and interpreting interactions, Sage Publications, Newbury Park, CA. Anderson, E.W. and Sullivan, M.W. (1993), "The antecedents and consequences of customer satisfaction for the firms", Marketing Science, Vol. 12 No. 2, pp. 125-143. Anderson, E.W., Fornell, C. and Lehnmann, D.R. (1994), "Customer satisfaction, market share, and profitability", Journal of Marketing, Vol. 58 No. July, pp.
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