Impact of E-WOM on E-Loyalty with mediation role of E-Satisfaction: Evidence from the Egyptian SMEs.

Abstract

The goal of this paper is to empirically investigate the influence of the dimensions of the electronic word of mouth (E-WOM) namely: (E-WOM Credibility, E-WOM Quantity) on E-Loyalty with mediation role of E-Satisfaction in Egyptian SMEs. The objectives of this paper are: to investigate the relationship between E-WOM and E-Loyalty, to test the relationship between E-WOM and E-Satisfaction, to examine the relationship between E-Satisfaction and E-Loyalty, and to investigate the mediation role of E-Satisfaction between E-WOM and E-Loyalty. The methodology used is focused on quantitative analysis utilizing an online survey questionnaire tool to collect the necessary data and AMOS software for structural equation model analyses (SEM). The study's main findings are that: there is a statistically significant direct effect between E-WOM and E-Loyalty, as well as a statistically significant direct effect between E-WOM and E-Satisfaction. E-Satisfaction has a statistically significant direct effect on E-Loyalty. Finally, the study found that there is a partial mediation effect of the E-Satisfaction between E-WOM (E-WOM Credibility, E-WOM Quantity) and E-Loyalty in Egyptian SMEs.