Abstract
The study aims to find out the factors that keep people repurchasing and remaining loyal to the auction websites. The objectives of the study are to identify the customer loyalty, repurchase intention and positive word of mouth via online auctions in Taiwan. It hopes to study the relationship between e-service quality and e-recovery service quality dimensions toward bidder’s disconfirmation. The data was collected from 400 online auction bidders in Taipei, Taiwan. The result shows that there’s a direct link between satisfaction and customer’s loyalty, repurchase intention, and positive word of mouth. The findings might prove and help the online auction websites to gain a better knowledge of what measures they should take to increase the users’ loyalty towards the websites.
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