Customer satisfaction in the pet food subscription-based online services

Abstract

Pet food subscription-based online services (SOS) fulfill the demand for pet food that fits pets’ characteristics and health necessities. The present research explores the antecedents of pet food SOS customer satisfaction and its effect on continuance intention, positively moderated by price. 28,786 online reviews from 10 pet food SOS brands were collected from Trustpilot to generate a term-frequency matrix through text mining techniques and used as an input to construct a structural equation model. Results suggest that e-service quality (E-SQ), perceived healthfulness, ingredients and nutritional composition, and packaging positively influence customer satisfaction, subsequently predicting continuance intention. In turn, price was not confirmed as a positive moderating factor in the relationship between customer satisfaction and continuance intention.