Relationship between satisfaction and trust are two of key success in relationship marketing. Selnes (1998) studies that both factors are similar in that they offer an overall judgement, attitude, or feeling about the other party in the relationship. Other studies also support that customer satisfaction is closely related to relational trust, and is considered an antecedent of trust (Geyskens et al. 1996; Garbarino and Johnson 1999; Selnes 1998). According to Smith and Barclay (1997), trust leads to mutually satisfying relationship. Similarly, Anderson and Narus (1990) suggest that trust leads to overall satisfaction with the relationship by increasing collaboration and reducing conflict.
Although, empirical research in this the online context is limited, a positive impact of satisfaction on trust also can be anticipated in this area (Rafiq 2013). Furthermore, Pavlou (2003) examines that a positive impact of consumer satisfaction on trust with regarding to the service provider has been represented for e-commerce. In comparison with this researches, the satisfactory of customer experiences with a particular website are expected to rise their willingness to make more online shopping on that website (loyalty), as well as their trust in the online medium as such (system-based trust) (Rafiq 2013)