Exploring the Role of Shopping Efficacy on Customer Satisfaction and Behavioral Intentions

Eda Gurel Atay, University of Oregon
Joan Giese, University of Oregon
John Godek, University of Oregon
In the present research, we introduce a new construct, shopping efficacy: the degree to which one can efficiently find a particular product for which one is shopping. We propose that shopping efficacy will differentiate customers and will influence overall satisfaction and subsequently behavioral responses to the satisfaction episode. Indeed, the results indicate that shopping efficacy has a direct impact on overall satisfaction and that those high in shopping efficacy are more likely to talk about the experience. The positive relationship between shopping efficacy and overall satisfaction significantly influences consumers’ intentions to repeat purchase and make recommendations.
[ to cite ]:
Eda Gurel Atay, Joan Giese, and John Godek (2008) ,"Exploring the Role of Shopping Efficacy on Customer Satisfaction and Behavioral Intentions", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 964-965.