A study on the antecedents and consequences of satisfaction and dissatisfaction in web portal usage

Unlike previous studies on web portal preference that focused mostly on satisfaction, this study considered both satisfaction and dissatisfaction. This study established that (1) web portal preference was driven by attractive, must-be, and one-dimensional qualities, (2) web portals need to develop service strategies by taking into account users' satisfaction and dissatisfaction in accordance with preference drivers, and (3) users view security as a requisite and thus, even if they are not satisfied with services of a portal, they tend to appeal their opinion without leaving the portal. This study emphasizes that a web portal that desires to be a dominant market player must provide differentiated services according to the preference drivers and must continuously encourage user participation in order to improve service quality.