The effect of electronic service quality on customers satisfaction and loyalty in online shopping
Lusianus Kusdibyo
Bandung State Polytechnic
Jl. Gegerkalong Hilir
Bandung - 400123
Indonesia
Abstract
The purpose of this study is to measure the influence of electronic service quality on customers satisfaction and loyalty in online shopping setting. The questionnaires were distributed online. Of the 305 returned questionnaires, 282 were valid for further data analysis. SEM PLS was used to test the hypothetical analysis. The results reveal that electronic service quality has a positive and significant influence on satisfaction. Also, consumer satisfaction influences positively and significantly on loyalty. The indirect effect of electronic service quality on loyalty is higher compared to its direct effect. This means that satisfaction is an important variable in shaping customers loyalty. In addition, the dimensionality of electronic service quality needs to be further tested. Theoretically, this study provides a better understanding of the relationship between electronic service quality, satisfaction, and loyalty in an online shopping context. Practically this study contributes to the online shop businesses by providing evidence on the importance of electronic services quality dimensions and the need to satisfy customers to get their loyalty. Online shop businesses need to determine and focus on relevant electronic service quality dimensions to build their online shop competitiveness and to set their online shop apart from the crowd.
Keywords: electronic service quality, satisfaction, loyalty, online shopping
Topic: Entrepreneurship & Technopreneurs