A consumer typology based on e-service quality and e-satisfaction

• Using a mixture modeling regression, e-service quality is used as a predictor of e-satisfaction.
• A post-hoc predictive typology of e-satisfaction based on four dimensions of e-service quality is proposed.
• Five groups of consumers who differed in terms of e-satisfaction and e-service quality were identified

The increasingly systematic use of the Internet in consumers’ decision-making processes, coupled with the development of e-commerce, has led researchers and practitioners to examine issues concerning service quality and satisfaction in an online context. This paper proposes a post-hoc predictive typology of e-satisfaction based on four dimensions of e-service quality. A sample of 1144 French consumers recruited on websites from three different industries (online travel, cultural goods (books, CDs, DVDs, etc.), and electronics goods) was used to generate the proposed typology. Using a mixture modeling regression, five groups of consumers who differed in terms of e-satisfaction and e-service quality were identified: the ‘involved’, the ‘browsers’, the ‘fun seekers’, the ‘careful’ and the ‘surfers’. All the four e-service quality dimensions investigated were found to influence e-satisfaction. Theoretical and managerial implications are discussed.