Abstract

Understanding the antecedents and outcome variables of customer satisfaction is become an important issue, since there are few comprehensive studies conducted related to the various antecedent and outcome variables of customer satisfaction as a whole. Therefore, the main aims of this qualitative study are to investigate and to build two comprehensive models related to the antecedent and outcome variables of customer satisfaction with the various literature supports. Importantly, the comprehensive and complex models contributes to the existing literature and enhances the future studies, which are related in both online and offline customer satisfaction contexts.

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