QUALITY OF ELECTRONIC SERVICE CAN SIGNAL ONLINE BRAND EQUITY

Abstract

Online brand building has become a proliferation strategy for many Internet firms and is changing the operation strategy of many online stores. Previous research into online store has primarily focused on building e-service quality while missing the big picture that e-service quality is the basis element that forms a relationship between customers and the online store brand. The goal of this article is based on the brand triangle theory to extend the analysis of e-service quality and better understand how that quality affects both brand relationship and brand equity. A conceptual framework for brand equity building is proposed and empirically tested. The result shows transaction quality and interactive quality positively affects brand relationship quality. Brand equity is enhanced by transaction quality, interactive quality, and brand relationship quality. The study found empirical support for online brand practitioners and suggests effective tools to help them develop stronger online brand equity.