The Effect of E-service Quality on Brand Image and Repurchase Intention in LCCs: The Moderating Effect of Gender

Abstract

The present study proposes a conceptual framework to investigate the relationship between e-service quality, brand image, and repurchase intention. It also intends to prove moderating effect of gender. SPSS 20.0 and AMOS 21.0 were used for measurement model and hypothesis test. The outcome of this research is in agreement with the findings that prove the importance of service quality through a website. Findings suggested that positive e-service quality influences brand image and repurchase intention. Brand image positively affects repurchase intention. The moderating effects of gender in the relationships between e-service quality, brand image and repurchase intention are insignificant. As the present results suggested, e-service quality improvement should be given priority to any others. Also service providers need to search for the ways to increase customers relationship because it will enhance sense of empathy to the customers.