The impact of pre‐sale and post‐sale factors on online purchasing satisfaction: a survey

Purpose – This work seeks to contribute a series of reflections and conclusions in response to the following questions: what variables determine satisfaction in the pre‐sale phase and post‐sale phase of B2C electronic commerce? How are the variables of the pre‐sale phase related to those of the post‐sale phase of B2C electronic commerce? Design/methodology/approach – The authors develop a theoretical scale that includes the important variables of quality in the pre‐sale and post‐sale phases of B2C electronic commerce. After the empirical validation of the theoretical scale, we measure the impact of the pre‐sale dimensions on the post‐sale dimensions. Findings – The results confirm the principal hypotheses of the study, that is to say, the dimensions of the pre‐sale phase have a significant impact on the dimensions of the post‐sale phase of B2C electronic commerce. Research limitations/implications – This research shows that, in B2C electronic commerce, the organisation's actions in the pre‐sale phase will, to a great extent, condition its actions in the post‐sale phase. Practical implications – This paper highlights the importance of high‐performance in the pre‐sale phase in order to achieve success. Originality/value – This paper bridges a gap in the empirical works in the field of quality in electronic commerce by studying the importance and implications of the different phases in the electronic purchase.