Multi-Dimensionality of Overall Consumer Satisfaction - Socio-Technical Perspective

Consumer satisfaction (CS) has been the focus of Marketing to increase consumers’ loyalty and repurchase intentions. This area of research is found in multiple disciplines. The “satisfaction” construct has been used as an indicator of IS success and acceptance in Information System (IS) and e-Commerce in particular. A critical review of the diverse literature reveals a lack of consensus in its definition and an over-simplification of its measurement scales. There are also various CS variants as a result of many studies in different fields. This begs the question: what is the overall CS composed of and how are consumers satisfied in a multi-channel environment? Drawing from a socio-technical perspective, this study is the first step toward integrating all variants into a high-level conceptual framework and allows both researchers and practitioners to obtain clearer indication of why a consumer is not satisfied and/or how to improve the overall CS.