5.1. Contributions
Our study provides several major theoretical implications for understanding antecedents and outcomes of on customer satisfaction. We have developed a more comprehensive model to reflect the total customer experiences in the entire online shopping process which did not exist before. By investigating a comprehensive set of customer experiences in the whole purchasing process, our paper provides more robust findings than previous studies. Srinivasan et al. (2002) and Rose et al. (2012) are the only two studies comprehensively conceptualising antecedents and outcomes of customer satisfaction but both studies did not consider the important role of post purchase experience and so produce some results inconsistent to ours. Our study conceptualises the important role of post online sale services in retaining online customers. We argue that post online sale services including order fulfilment, return management and customer service are more critical in retaining customers than website features. Beyond price, researchers have argued that the two key encounterspecific dimensions of online retailing that drive customer satisfaction (and retention) are product performance and post online sale service (order fulfilment performance, customer service) (Rao et al., 2011). Product performance is often outside their control since most of them are retailers, selling products manufactured by others, thus, the second dimension becomes a key differentiator for online retailers who hope to generate customer loyalty. While several studies exist in this domain, to date, the relationship between post online sale service (order fulfilment, product return) and customer behaviour remains unexamined (Griffis et al., 2012; Rao et al., 2011). Our study adds knowledge to this area since research on the impact of order fulfilment and return management on customer shopping behaviour is scant
