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A Meta-analysis of Satisfaction-Loyalty Relationship in E-Commerce: Sample and Measurement Characteristics as Moderators

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Abstract

With the development of the internet, practitioners and researchers alike need a cumulative, quantitative understanding of the satisfaction-loyalty relationship within the e-commerce domain. We conduct a meta-analysis that aggregates empirical findings from multiple literature fields to examine the relationship between e-satisfaction and several types of loyalty performance. The cumulative data suggest that e-satisfaction strongly influences attitudinal loyalty (e.g., trust, word-of-mouth, commitment), behavioral loyalty (e.g., repurchase intention, continuance intention) and composite loyalty. Additionally, using a regression analysis, we find that industry characteristics (high-monopoly vs. highly competitive), object satisfaction (product/service satisfaction vs. brand satisfaction) and questionnaire type (paper vs. online questionnaire) moderate the satisfaction-loyalty relationship in e-commerce. The results serve as a data-based foundation and guide future theoretical and empirical research on the satisfaction-loyalty relationship in the e-commerce domain, and they also support practical development. Our study not only deepens the understanding of the e-satisfaction-loyalty relationship but also identifies the right samples and measurement methods. Additionally, we provide guidance to enterprise management in e-commerce by showing that promoting e-satisfaction, reinforcing brand satisfaction, and understanding the industry structure are advantages for enterprises to increase their revenue.

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Acknowledgements

This paper is supported by grants from the National Natural Science Foundation of China (71671048, 71671173, 71731010), the Natural Science Foundation of Guangdong Province (2015A030310506), the Philosophy and Social Science Planning Program of Guangdong Province (GD16XGL38), and the Philosophy and Social Science Planning Program of Guangzhou (2016GZQN32).

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  1. School of Management, Guangzhou University, Guangzhou, 510006, People’s Republic of China

    Dong Wang

  2. School of Management, University of Science and Technology of China, Hefei, 230026, People’s Republic of China

    Yong Zha & Gongbing Bi

  3. School of Insurance, Guangdong University of Finance, Guangzhou, 510520, People’s Republic of China

    Yujing Chen

  4. School of Management, Guangdong University of Technology, Guangzhou, 510520, People’s Republic of China

    Yujing Chen

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  1. Dong Wang
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Wang, D., Zha, Y., Bi, G. et al. A Meta-analysis of Satisfaction-Loyalty Relationship in E-Commerce: Sample and Measurement Characteristics as Moderators. Wireless Pers Commun 103, 941–962 (2018). https://doi.org/10.1007/s11277-018-5488-9

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