The effects of post-adoption beliefs on the expectation-confirmation model in an electronics retail setting

The rise of e-retailing has brought great challenges for bricks-and-mortar retail stores. To avoid the fate of closure, entity stores have adopted various ways of retaining their customers. This study proposes a modified expectation-confirmation model to examine the impact of service quality and store image on customer satisfaction and continuance intention in renovated electronics retail stores. A total of 274 usable questionnaires were collected during business hours after the chain store had been remodelled. The findings suggest that customer satisfaction significantly influences their continuance intention. The expectation and confirmation of store image positively influence customer satisfaction. Moreover, customer satisfaction can be determined by customers' confirmation rather than by their expectation of service quality.