Study of e-smile service influence on customers’ satisfaction in social business context

Abstract

This study investigates factors that affect customer satisfaction and the degree that service with an e-smile, service quality and customer mood affect consumer satisfaction. Data from 366 valid samples were obtained using an online survey. The research model is assessed using partial least squares analysis. The results show that customer satisfaction is predicted collectively by e-smile service, service quality and customer mood. Customer satisfaction with online service is predicted primarily by service quality, followed by customer mood and service with an e-smile. The results suggest that service with an e-smile provides considerable explanatory power for service quality and customer mood.