Abstract
This paper analyzes the role of online satisfaction and e-trust as mediators in the relationship between electronic service quality (e-SQ) and online loyalty (integrating behavioral and attitudinal elements), in the context of e-shopping. In an increasingly competitive environment, e-retailers need to know the determinants of the success of their online distribution channels in terms of service quality and the influence of this on e-satisfaction, e-trust and e-loyalty. Using a sample of 302 website users of amazon.com in Jordan, confirmatory factor analysis and structural equation modeling were performed to test the relationship between these dimensions. Three dimensions were found to be the main explanatory factors of e-SQ, namely efficiency, privacy and customer service. In addition, it was confirmed that satisfaction mediates the relationship between e-SQ and behavioral and attitudinal loyalty.
Highlights
The relationships between service quality, customer satisfaction, trust and loyalty are well documented in the services literature (Parasuraman, Zeithaml, & Berry, 1988)
This paper analyzes the role of online satisfaction and e-trust as mediators in the relationship between electronic service quality (e-SQ) and online loyalty, in the context of e-shopping
The literature focuses on the relationships that exist between service quality and perceived value, and the impact of these on customer satisfaction, corporate image, and behavioral intentions (Al Dmour, Alshurideh, & Shishan, 2014; Wu, 2014; Hu, Kandampully, & Juwaheer, 2009; Cronin, Brady, & Hult, 2000)
Summary
The relationships between service quality, customer satisfaction, trust and loyalty are well documented in the services literature (Parasuraman, Zeithaml, & Berry, 1988). The way in which electronic service quality (e-SQ) positively influences online businesses success has been established in the literature (Yang & Fang, 2004; Zeithaml, Parasuraman, & Malhotra, 2002). This relationship often leads to customer purchase intentions (Aladwani, 2006), customer satisfaction (Kim & Stoel, 2004), website brand equity (Tsao & Tseng, 2011) and online loyalty (Flavián, Guinalíu, & Gurrea, 2006; Gounaris, Dimitriadis, & Stathakopoulos, 2010; Gronholdt, Martensen, & Kristensen, 2000; Marimon, Petnji, & Casadesus, 2012). A model of the relationships between the four constructs is designed and tested, and, in particular, we investigate whether e-SQ positively and directly affects online loyalty (behavioral or attitudinal), together with whether e-satisfaction and e-trust are mediating variables in this relationship
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