TheEffect of Electronic Service Quality on Customer Behavioral Outcomes in the Context of Online Financial Services
Sameh Said Tawfik Ibrahim;
Abstract
This study examines the effect of E-service quality on customer behavioral outcomes inthe online financial industry, specifically the online brokerage services in Egypt. The key objective is to propose and test a relationships model to improve the prediction of customer behavioral outcomes of E-service quality. The research model identifies the structural relationships among eight constructs (i.e., E-service quality, perceived value, customer satisfaction, attitudinal loyalty, behavioral loyalty, switching costs, attractiveness of alternatives, and relational benefits).
This study employs a descriptive research approach, which involves a qualitative approach at the exploratory stage and a quantitative approachat the main data collection stage (i.e., online survey). The final survey was of a judgement sample of 2500 customers of online brokerage services. Out of 460 qualified respondents completed the online survey, 450 surveys were usable.The descriptive results present a profile of respondents in terms of demographic characteristics, online brokerage patterns and experience, in addition to,the descriptive analysis of the measurement scalesof the constructs comprising the research model.
The strategy for assessing the psychometric properties of the measurement scalesis divided into two main parts: measurement model calibration and measurement model validation. These involve Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and Multi-sample CFA (MCFA).
The Structural Equation Modeling (SEM) techniqueis employed to test the hypothesized relationships among the constructs, as postulated in the model to evaluate how well the proposed model explains or fits the collected data. Fourteen hypothesized pathsare supported, oneis partially supported, and oneisrejected. Eventually, a robust model that has statistical and explanatory power is confirmed. The results provide several contributions to marketing theory and to online brokerage industry in Egypt.For example, this study validatedmulti-dimensional scales of E-service quality and perceived value.
In addition, this study reveals new moderating (interaction) relationships among switching barriers, customer satisfaction, and loyalty. From a managerial perspective, this study provides a roadmap for designing and delivering successful online brokeragewebsites (platforms) that provide high value to customers, which in turn leveraging customer satisfaction and motivating customers to be loyal to their online brokers.
To conclude, the results of this study yield empirical evidence that the relationships among constructs within the research model may serve as a foundation for much needed research into understanding customer behavior in the online context. In addition, this study has also built on current knowledge and outlined a series of new research propositions (e.g., modeling the mediation and moderationeffects) that could provide a more comprehensive understanding of customer behavior.
Keywords: E-service Quality, Customer Perceived Value, Customer Satisfaction, Customer Loyalty, Switching Barriers
This study employs a descriptive research approach, which involves a qualitative approach at the exploratory stage and a quantitative approachat the main data collection stage (i.e., online survey). The final survey was of a judgement sample of 2500 customers of online brokerage services. Out of 460 qualified respondents completed the online survey, 450 surveys were usable.The descriptive results present a profile of respondents in terms of demographic characteristics, online brokerage patterns and experience, in addition to,the descriptive analysis of the measurement scalesof the constructs comprising the research model.
The strategy for assessing the psychometric properties of the measurement scalesis divided into two main parts: measurement model calibration and measurement model validation. These involve Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and Multi-sample CFA (MCFA).
The Structural Equation Modeling (SEM) techniqueis employed to test the hypothesized relationships among the constructs, as postulated in the model to evaluate how well the proposed model explains or fits the collected data. Fourteen hypothesized pathsare supported, oneis partially supported, and oneisrejected. Eventually, a robust model that has statistical and explanatory power is confirmed. The results provide several contributions to marketing theory and to online brokerage industry in Egypt.For example, this study validatedmulti-dimensional scales of E-service quality and perceived value.
In addition, this study reveals new moderating (interaction) relationships among switching barriers, customer satisfaction, and loyalty. From a managerial perspective, this study provides a roadmap for designing and delivering successful online brokeragewebsites (platforms) that provide high value to customers, which in turn leveraging customer satisfaction and motivating customers to be loyal to their online brokers.
To conclude, the results of this study yield empirical evidence that the relationships among constructs within the research model may serve as a foundation for much needed research into understanding customer behavior in the online context. In addition, this study has also built on current knowledge and outlined a series of new research propositions (e.g., modeling the mediation and moderationeffects) that could provide a more comprehensive understanding of customer behavior.
Keywords: E-service Quality, Customer Perceived Value, Customer Satisfaction, Customer Loyalty, Switching Barriers
Other data
| Title | TheEffect of Electronic Service Quality on Customer Behavioral Outcomes in the Context of Online Financial Services | Other Titles | تأثيرجودةالخدمات الإلكترونية على المخرجات السلوكية للعملاء في سياق الخدمات المالية عبرالإنترنت | Authors | Sameh Said Tawfik Ibrahim | Issue Date | 2015 |
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