An empirical study on the effect of website quality on cyber customer satisfaction

Cyber customer-satisfaction is a critical factor that needs to be paid attention to by all enterprises in the development of e-commerce because it has been proved a key antecedent driver of customer loyalty on the Internet. Previous research has identified various factors driving cyber customer satisfaction. This paper empirically tests the effect of perceived quality of Chinese B2C websites. The research dimensions include content and purpose, design and presentation, accessibility, personalization, credibility and finally, security and privacy, on cyber customer satisfaction employing the methodology of analytic hierarchy process. The result indicates that level of consumers' worry about the transaction security on the Internet is decreasing and the technology of the website is the only relevant means to improve cyber customer loyalty.