The impact of website quality on customer loyalty with the intermediate role of social capital: A case study of the Bamilo website

Abstract

The main objective of this study is to investigate the impact of Bamillo website quality on customer loyalty through the mediating role of social capital. This research is applied in terms of purpose and it is a field study in terms of data collection. The population of the study included all users of the Bamilo website who had at least one purchase order from this site. Accordingly, 384 people were selected through available sampling. The instrument used in the research was the standard questionnaire of China et al. (2016), which confirmed the validity and reliability of the questionnaire. Structural equation modeling with the partial least squares method was used to analyze the data. The results showed that the quality of information on-site information quality on cognitive capital was rejected and its impact on structural capital was confirmed. The quality of the site system on cognitive capital is also rejected and its impact on structural capital is confirmed. On the other hand, the quality of site services has an impact on cognitive capital and structural capital. Also, cognitive capital and communication capital affect communication capital, and cognitive capital and communication capital affect customer loyalty. However, the impact of the capitalist mediation mediated the relationship between information quality and system quality with customer loyalty. Cognitive capital also mediates the relationship between service quality and customer loyalty, and structural capital mediates the relationship between information quality and customer loyalty. On the other hand, the mediating role of structural capital in the relationship between system quality and customer loyalty was confirmed and structural capital mediated the relationship between service quality and customer loyalty.