eService Customer Retention: The Roles of Negative Affectivity and Perceived Switching Costs

This paper examines the relationships between key drivers of e-service customer's intention to continue to use an e-service. We confirm the Expectancy Confirmation Theory (ECT) that customers' satisfaction in using an e-service is determined by the degree of customer confirmation or disconfirmation with the level of services provided by a-service provider. Customer satisfaction, in turn influences the intention to continue to use an a-service. Perceived usefulness of an a-service is found to influence continuance intention both directly and indirectly through the mediating effect of satisfaction. We also illustrated that negative affectivity, a dispositional  affective stable broad trait predetermines the level of customer satisfaction with an e-service. Perceived switching costs were not a significant moderator for the effects of perceived usefulness and satisfaction on continuance intention. Furthermore implications for practitioners are also discussed.