Customer satisfaction of online purchases and repurchase intentions: the moderating role of return services

Online retailers continuously search for strategies that could increase repeat purchases in a highly competitive and low exit barrier industry. This study examined the effect of customer satisfaction on online repurchase intentions. This study examined the relationship between return services and customers' perceived uncertainties and reduced uncertainties effect on online repurchase intentions. This study adopts a quantitative approach. An online survey was conducted involving 605 respondents. Structural equation modeling was used to examine the relationship between satisfactions and online repurchase intentions. The results show that customer satisfaction has positive influence on online repurchase intentions. The results revealed that return services have positive impact on customer perceived uncertainty and reduced uncertainty has positive influence on repurchase intention. The results also revealed that the three constructs of return services (refund, exchange and repairs) moderate the relationship between customer satisfaction and online repurchase intentions. This study suggests online retailers that in their effort to satisfy customers emphasis should be placed on return services. This study's focus on satisfaction, return services and customer perceived uncertainty of online purchases provides new dimension to literature on the role of return services (financial refund, product exchange and repairs) on customer satisfaction and repurchase intention.