Satisfaction determinants in the Greek online shopping context

Purpose The purpose of this paper is to validate empirically the impact of seven literature‐based constructs on customer satisfaction using a sample from the Greek online shopping context. Design/methodology/approach The authors test a set of hypotheses about the influence that the constructs have on overall satisfaction. Also tested are a set of hypotheses about the satisfaction influence on post‐purchase behaviour. Findings The paper argues that product information quality and user interface quality have a significant impact on overall satisfaction, while service information quality, purchasing process, security perception and product attractiveness have only a positive impact. In addition, the findings reveal that customer satisfaction strongly affects post‐purchase behaviour. Research limitations/implications The limited Greek respondent “tank” in combination with low internet and technology infusion in Greece, as well as the limited online market in Greece, are the study's main limitations. Common method bias through the use of Likert scales is also considered an important limitation. Practical implications The findings indicate some important determinants of customer satisfaction and present a satisfaction index, the score of which is a valid and objective measurement of e‐commerce success. Originality/value This paper offers e‐commerce practitioners an objective standard to measure quantitatively the success of a web store as well as a wide frame of reference for researchers to extend e‐commerce research.