Validating the American Customer Satisfaction Index Model in the Online Context: An Empirical Study of U.S. Consumer Electronics E-Tailers

Abstract

The American Customer Satisfaction Index (ACSI) model, developed in 1996, used a multiple indicator approach to measure overall customer satisfaction. The authors of the present non-experimental, exploratory study adopted the ACSI model to examine and explore the relationships among electronic service quality, customer expectations, perceived value, customer satisfaction, and customer loyalty for consumer electronics e-tailers. The study adopted quota and snowball sampling. A total of 276 valid responses were collected from an online survey, and the data was analyzed using structural equation modeling (SEM). Of the eight hypotheses in this study, six were supported and two were not. Findings indicated that perceived value and customer satisfaction were two significant variables that mediated the relationships between electronic service quality and customer loyalty. Moreover, this study found that electronic service quality had no direct effect on customer satisfaction, but had indirect positive effects on customer satisfaction for consumer electronics e-tailers. In terms of practical implications, managers of consumer electronics e-tailers could formulate a competitive strategy based on the modified ACSI model to retain current customers and to enhance customer relationship management (CRM). The study also includes a discussion of limitations and recommendations for future research.