Customer satisfaction and perceived value of e-service

Customer satisfaction is a customer primary mental state which is comprised by two features: (1) expectation before purchase, (2) perception about performance after purchase. In short, transaction-specific means service encounter satisfaction and relationship-specific is overall customer satisfaction. In this study, overall satisfaction is the cumulative effect of a set of discrete interactions with the service provider over a period of time.. Therefore, the e-services quality’s online rental website evaluation based on buyers’ overall satisfactions is predicted as positive affect, while e-service quality’s online rental lessor evaluation will positive affect with buyers’ online rental property and online property rental lessors in good transaction experience and using experience overall satisfaction.

Perceived value of the online property rental web site and lessor

Perceive value is a customer’s overall assessment of utility of product or service based on receiving and giving perception. So, benefit and cost is an issue focused by customer. The value judgment toward website by person is a cross-cultural survey in term of perceiving value of website by Steenkamp and Geyskens (2006). Perceived value of web sites as an interactive, relativistic, preference experience that after visiting a web site. Perceive value’s study of Steenkamp and Geysken (2006) is not referred to this study because loyalty intention is one construct element in this study. Despite intention evaluation, Steenkamp and Geyskenss’ (2006) definition preference involve in perceive value. The online property rental web site and the online property rental lessor offer price or value to products, many product choice, and creditable lessor more than other property rental web sites. All value of product and choice’s lessors is significant benefit searching cost by renter to reduce their cost when compare with other property rental web sites. Perceived value on loyalty is mediated by customer overall satisfaction.

Conceptualize of perceive value the relationship between quality, satisfaction, value, and behavioral intention has direct positive affect with overall satisfaction. Thus, the property rental website or lessors was trust by renter, it created higher value than alternative. Renter is willing to satisfied on the property rental website or lessors.

The effects of e-service quality on perceive value

Perceived service value Zeithaml defines perceived service value as “the consumer’s overall assessment of the utility of a product based on perceptions of what is received and what is given. Though what is received (i.e. some may want volume, others high quality, still others convenience) and what is given (i.e. some are concerned only with money expended, others with time or effort) varies across consumers, value represents a trade-off of the salient give and get components”. Perceived service value is a subjective, distinct and dynamic construct. Therefore e-service quality both property rental website and lessor has directly positive affect to perceive value. Acquisition value is defined as the benefits renters think they receive when acquiring the service. Thus, the property rental website or lessors was trust by renter, it created higher value than alternative. Renter is willing to satisfied on the property rental website or lessors.

Specific Asset Investment

In order to retain customer and encourage repurchase, firms may try to create a specific asset with customers and increase the switching costs when they try to switch to other firms. Specific asset investment (SAI) refers to those investments that are dedicated to a particular transaction partner and whose redeployment entails considerable switching costs. By definition, a specific asset investment (SAI) is an intangible or tangible asset that is invested in by the buyer and seller for the sake of an established transactional relationship. It is nontransferable, and once the relationship to which it applies is discontinued, its value disappears or declines. Thus, a transactional relationship should be maintained to ensure the value of any specific assets. Accordingly, making a SAI enforces trading relations and thereby contributes to value co-creation. A cooperative relationship is based on trust, commitment and dependence, which indicates that good relationship quality constructed on trust and commitment without interdependence may not adequately ensure the continuance of such a relationship. This study develops two constructs related to SAI: buyers’ SAIs with the online property rental website and buyers’ SAIs with online property rental sellers. Renter’ SAI with online property rental website refers to investment in tangible asset to dedicate a particular or whole property rental website by considerable switching cost. For example, switching costs for buyers might entail losing his/her accumulated credit points on the website if she/he switches to another website for purchases. She/he also must take time to become acquainted with the flow, system, function, and business process of the web site when switching to other online web site for his/her purchase. Similarly, buyers’ SAIs with property rental lessors refers to investment in tangible asset to dedicate a particular or whole property owner entails considerable switching cost. For example, renters may need to learn a particular lessor’s specific processes of business transaction and spend time to be acquainted with several different property types, functions, combinations, and suitability for occasion of the lessor’s product offering; this leads to knowledge asset specificity. SAI can be viewed as a type of switching cost, which points to ways in which a firm can engender idiosyncratic assets on the part of the renter. A consumer’s SAI in a provider gives that provider some control over the consumer. The most prominent business to business solution offered by transaction cost analysis to safeguard SAIs is vertical integration. However, unlike firms, it is very difficult for a consumer to vertically integrate the functions that are provided by the provider. Therefore, rational renter will try to avoid dependency on unsatisfactory relationships by reducing the buildup of SAI. On the other hand, a buyer will increase SAI with a satisfactory online property rental website or online property rental lessors.

Overall satisfaction, specific asset investment and loyalty

Loyalty definition was described by Oliver’s (1997) as a deeply held commitment to re-buy or re-patronize a preferred product/service consistently in the future, thereby causing repetitive same-brand owner-brand purchasing, despite situational influences and marketing efforts having the potential to cause switching behavior. In a property rental online business, if renter loyalty to online website and lessors, he/she will praise online website and/or lessors over the other, and also increase their volume of purchases on the online website and/or lessors as a whole. E-satisfaction is a contentment of customer with respect to his/her prior purchasing experience with a given electronic commerce. Satisfied consumers are more likely to repeat purchases, to resist competitive offers and to generate positive word of mouth advertising. Loyalty responses as the major consequence of consumer satisfaction by research of Customer satisfaction In America.