Influence of service quality on satisfaction Anderson et al. (1994) have shown that service quality has a positive effect on satisfaction and subsequently on company profitability. According to the researchers the economic results of increasing consumer satisfaction are demonstrated in the long term and have a direct effect on purchasing intentions. Iacobucci et al. (1994) reached the same conclusions, stating that service quality and consumer satisfaction are important in marketing terms because the assessment of a purchase determines the probability of a follow-up purchase and ultimately, company success. Rust and Zahorik (1993) postulate that the improvement of service quality leads to an increase in perceived quality and that this, in turn, increases consumer satisfaction. Parasuraman et al. (1985) indicate that quality contributes to a larger market share and to the recovery of investment, as well as a drop in manufacturing costs and a rise in productivity. Moreover, Cronin and Taylor (1992) studied the relationship between perceived service quality, consumer satisfaction and purchasing intentions, arriving at the conclusion that service quality determines consumer satisfaction, that consumer satisfaction has a significant effect on purchasing intentions, and that service quality has less effect on purchasing intentions than consumer satisfaction.
Turning our attention to contextualised studies on relationships established on the internet, it should be pointed out that aspects such as information quality or user-friendliness have positive repercussions on the level of consumer web site satisfaction (Zeithaml et al., 2002). Wolfinbarger and Gilly (2002) indicate that effectiveness in order management is the most important determining factor of consumer satisfaction. Finally, in a project carried out by Yang and Fang (2004) in which the possible link between the dimensions of online service quality and satisfaction were studied, the most frequently cited service quality dimensions leading to satisfaction were: responsiveness, competence, user-friendliness, service reliability, courtesy, service portfolio, and continuous improvement. It is clear that the authors highlight dimensions related to customer attention, amongst others, as a source of satisfaction. Moreover, it has been considered one of the most important drivers of e-service satisfaction (Petersen, 2001; Urban et al., 2000; Wingfield and Rose, 2001).
In keeping with the above arguments, it is reasonable to think of a close relationship in place between perceived quality and consumer satisfaction, which brings us to propose the following work hypothesis