E-commerce success criteria: determining which criteria count most

This study shows that “satisfaction with claims” is the single most important criterion valued as critical by online customers.

Abstract

We explore in this paper how performance of e-commerce websites in terms of various criteria influences customers’ intention to shop again in the same website. Our approach is based on an interesting use of statistical regression in the hotel literature that attempted to classify different cues in hotels as critical, satisfier, dissatisfier, etc. We use online ratings for 484 e-commerce websites for this study. Our study shows that “satisfaction with claims” is the single most important criterion valued as critical by online customers. “Comparative prices” and “Refunds/returns” are desirable criteria. “Management accessibility”, “Payment process” and “Privacy experience” are satisfiers while “on-time delivery” is a dissatisfier.