Abstract
This paper analyses the role of online satisfaction as a mediator in the relationship between electronic service quality (e-SQ) and online loyalty (integrating behavioural and attitudinal elements) in the context of postal services. In an increasingly competitive environment, postal operators need to identify the determinants of the success of their online distribution channels in terms of service quality and their influence on satisfaction and loyalty. Based on previous research, hypotheses are proposed regarding the main factors of e-SQ and their relation to satisfaction and behavioural and attitudinal loyalty. Confirmatory factor analysis and structural equation modelling were performed to test the proposed hypotheses, using a sample of 359 website users of the main postal services company in Spain (correos.es). The relational, informational, and transactional dimensions were found to be the main explanatory factors for e-SQ. Satisfaction was found to mediate the relationship between e-SQ and behavioural and attitudinal loyalty.
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