Purpose ‐ The purpose of this paper is to investigate how the individual and organizations best use Web 2.0 social networking technologies to improve its relationships with customers.

Design/methodology/approach ‐ The theoretical background used in the paper was the familiarity-liking theory and prospect theory to understand the extent of user satisfaction with the services. Online survey from Second Life users was conducted to investigate customer satisfaction in Web 2.0 social networks and recent development on information technologies.

Findings ‐ The findings suggested that IT development is the inseparable part of Web 2.0 and enables to understand customer satisfaction as well as their perception on online technology. Both customer satisfaction and IT development has positive influence on consumer's service enjoyment and experience.

Research limitations/implications ‐ The generalizability of the paper is limited. The survey data in this study have some common method bias. The possibility of the existence of the common method bias cannot be completely eliminated.

Practical implications ‐ The paper provides the significance of customer satisfaction for organizations, researchers, managers, and policy makers. The paper provides validated measurements to facilitate evaluation of several major user satisfaction constructs.

Originality/value ‐ The recent development of information and communication technology (ICT), especially the internet and its related technologies has become the main force of the development of online social network. The number of Web 2.0 users has been growing so rapidly that it has become an important channel for marketers to reach their customers.