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2024-08-15

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Vol. 9 No. 7 (2024): Published

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How to Cite

Villalan, T., Subramaniyan, M., Elangovan, R., & Parayitam, S. (2024). Unfolding the consequences of customer satisfaction: Information from social media as a moderator. Environment and Social Psychology, 9(7). https://doi.org/10.59429/esp.v9i7.2821

Unfolding the consequences of customer satisfaction: Information from social media as a moderator

Thanuja Villalan

Department of Commerce, S.K.S.S Arts College, Tiruppanandal, Affiliated to Bharathidasan University

Mohan Subramaniyan

S.K.S.S Arts College, Tiruppanandal, Affiliated to Bharathidasan University

Rajesh Elangovan

Department of Commerce, Bishop Heber College (Autonomous), Affiliated to Bharathidasan University

Satyanarayana Parayitam

University of Massachusetts Dartmouth


DOI: https://doi.org/10.59429/esp.v9i7.2821


Keywords: eWOM, value co-creation, repurchase intention, social media

Abstract

The present study examines the relationship between customer satisfaction and eWOM, value co-creation, and repurchase intentions. It also tested the moderating effect of information from social media. A conceptual model was developed, and hypotheses were tested using hierarchical regression. The sample of participants in the present study was limited to those who had extensive experience with online shopping, read product or service reviews frequently, and shared them online. We have received data from 455 respondents. The study's empirical findings expose that customer satisfaction is positively and significantly related to eWOM, value co-creation, and repurchase intention. The study also revealed that social media information moderates the relationship between customer satisfaction, value co-creation, and repurchase intention.

Author Biography

Satyanarayana Parayitam, University of Massachusetts Dartmouth

Satyanarayana Parayitam is a Professor of Strategic Management in Charlton College of Business, University of Massachusetts Dartmouth. His research focuses on cognitive, affective conflict and interpersonal trust in strategic decision-making processes.

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