Measuring the Role of E-Satisfaction and E-Trust on the Relationship between E-Service Quality and E-Loyalty (Empirical study on E-Tailers operating in the Egyptian market)
Hebat Allah Mamdouh Mostafa;
Abstract
Customers continuously show higher demand for online shopping which drives the apparent growth of global internet commerce.
As Internet shopping gradually moves from innovation to a standard way of shopping, the quality of the websites will play an essential role in the differentiation of the sites. High-quality sites are capable of attracting more customers than the competing sites of poor quality since the quality built a sustainable competitive advantage.
Internet shopping sites are virtual stores where all operations and its relevant activities take place in online cyberspace. The literature on the quality of traditional retail stores confirmed that consumers use the quality of the store as an indication of the quality of products from stores. Also, when consumers are satisfied with a high-quality website, they inspire powerful and positive word-of-mouth for the site. Various measuring instruments have been developed with the objective of evaluating the quality of websites. This study used the NetQual measurement scale (Bresslloes, 2006) as an instrument for measuring the quality of the websites and as a result, affect the user's electronic loyalty.
This study is an empirical investigation which proposes and tests an "E-Loyalty" model. The adopted model identified dimensions representing satisfaction with internet purchase experience and analyzed online-customers’ demographics as a moderated variable that might alter the strength of the relationship between the electronic service quality, electronic satisfaction and electronic trust as it might affect the level of electronic loyalty.
A quantitative approach has been applied, using 5-point Likert scale questionnaire. The survey was distributed online and totally completed by 387 respondents out of 439 online surveys with a response rate 88%. 52 uncompleted surveys were excluded from the statistical analysis. Structural Equation Modeling has been used via AMOS to evaluate the relationship between variables. The statistical population of this research study was internet users and consumers of the most famous internet shopping websites (E-Tailers) operating in the Egyptian market.
Findings of the research contribute to the literature of E-Service Quality, E-Satisfaction E-Trust, and E-Loyalty. The outcomes approve the conceptual study framework that highlights that quality is a critical element that will impact consumer satisfaction when shopping on the web. Also, the results demonstrate that consumer satisfaction with the latest web-based shopping experiences impacts their loyalty to the web-based business site.
Keywords:
- E-Service Quality - E-Satisfaction
- E-Trust - E-Loyalty
As Internet shopping gradually moves from innovation to a standard way of shopping, the quality of the websites will play an essential role in the differentiation of the sites. High-quality sites are capable of attracting more customers than the competing sites of poor quality since the quality built a sustainable competitive advantage.
Internet shopping sites are virtual stores where all operations and its relevant activities take place in online cyberspace. The literature on the quality of traditional retail stores confirmed that consumers use the quality of the store as an indication of the quality of products from stores. Also, when consumers are satisfied with a high-quality website, they inspire powerful and positive word-of-mouth for the site. Various measuring instruments have been developed with the objective of evaluating the quality of websites. This study used the NetQual measurement scale (Bresslloes, 2006) as an instrument for measuring the quality of the websites and as a result, affect the user's electronic loyalty.
This study is an empirical investigation which proposes and tests an "E-Loyalty" model. The adopted model identified dimensions representing satisfaction with internet purchase experience and analyzed online-customers’ demographics as a moderated variable that might alter the strength of the relationship between the electronic service quality, electronic satisfaction and electronic trust as it might affect the level of electronic loyalty.
A quantitative approach has been applied, using 5-point Likert scale questionnaire. The survey was distributed online and totally completed by 387 respondents out of 439 online surveys with a response rate 88%. 52 uncompleted surveys were excluded from the statistical analysis. Structural Equation Modeling has been used via AMOS to evaluate the relationship between variables. The statistical population of this research study was internet users and consumers of the most famous internet shopping websites (E-Tailers) operating in the Egyptian market.
Findings of the research contribute to the literature of E-Service Quality, E-Satisfaction E-Trust, and E-Loyalty. The outcomes approve the conceptual study framework that highlights that quality is a critical element that will impact consumer satisfaction when shopping on the web. Also, the results demonstrate that consumer satisfaction with the latest web-based shopping experiences impacts their loyalty to the web-based business site.
Keywords:
- E-Service Quality - E-Satisfaction
- E-Trust - E-Loyalty
Other data
| Title | Measuring the Role of E-Satisfaction and E-Trust on the Relationship between E-Service Quality and E-Loyalty (Empirical study on E-Tailers operating in the Egyptian market) | Other Titles | دراسة تحليلية على مراكز البيع الإلكتروني في السوق المصري قياس دور الرضا والثقة الإلكترونية على العلاقة بين جودة الخدمة وولاء العميل | Authors | Hebat Allah Mamdouh Mostafa | Issue Date | 2017 |
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