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Investigating the Asymmetric Effects of Website Quality on Customer Satisfaction and Trust: An application of information system success model

This study applies the information system success model to analyze the website quality of a restaurant (the website of T.G.I. Friday’s as the research case). Website quality was analyzed according to three dimensions: information quality, system quality, and service quality. Customer perceptions related to losses and gains due to website quality were assessed to determine whether such perceptions have an asymmetric effect on customer satisfaction and trust. Our results indicate that a negative asymmetric effect does exist. Perceived losses have a disproportionate effect on customer satisfaction and trust. In other words, perceived losses related to the system quality of the website have a significantly greater impact than perceived gains on customer satisfaction and trust. Thus, both obtaining positive asymmetric effects and minimizing the negative asymmetric effects are important concerns for website operators in the management of commercial websites. Keywords—website quality, asymmetric effect, satisfaction, trust, information system success model