Perceived E-Service Quality (Pesq) and Its Effect on Consumer Satisfaction and Web Site Loyalty on Customers

Abstract

India is a country where maximum growth is witnessed in ecommerce. Most of the firms have started to adopt technology because of the benefits associated with that. In this study the researcher measured the impact of service quality on various behavioral dimensions like word of mouth, revisit and intention to purchase in internet shopping. The study was conducted from online shoppers of Dakshina Kannada district of Karnataka in India because of the high adoption rate among the people. A total of 350ssamples was collected from various taluks of Dakshina Kannada district in proportion to its population. The researcher found out that E-Service quality have a strong positive influence on consumers buying decision which influence satisfaction and finally that leads to creation of a category of consumers who are loyal to the firm and show very positive post purchase behavior. In comparison with the various dimension of service quality it was found that ease of use and ease of navigation had maximum impact on the customers. The firms should also target their marketing efforts on creating a positive service encounters; this will lead to a better satisfaction rate.