Young adults' perceptions of online service quality

Abstract

This study investigates the online purchasing experiences of young adults aged between 16 and 30 in the Malaysian context. Specifically, we examine the relationship between the perceived quality of pure service online retailers (e-tailers) with the satisfaction (e-satisfaction) and loyalty (e-loyalty) of young consumers. In an online context, service quality is measured using Wolfinbarger and Gilly's (2003) eTailQ method. To test the relationships being investigated, data from a sample of 385 undergraduate and postgraduate students with high probability of online purchasing experience was collected from public and private universities located in Kuala Lumpur, Malaysia. The results of multiple regression analysis show that all dimensions of eTailQ (website design, reliability, privacy/security, and customer service) are significant predictors of e-satisfaction and e-loyalty among young adults in Malaysia. Reliability had the highest impact, while website design had the lowest impact on both e-satisfaction and e-loyalty. It may be conjectured that firms need to deliver their services accurately and promptly, as promised to customers, to treat customers' data with the utmost confidentiality, to provide excellent customer service, and to offer user-friendly and attractive web interfaces in order to increase satisfaction and loyalty among customers.