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An empirical study on the effect of e‐service quality on online customer satisfaction and loyalty

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  • Tianxiang Sheng
  • Chunlin Liu

Abstract

Purpose - Over the past few years, e‐commerce has become increasingly popular in China. Recent research has shown that it is widely accepted that customer satisfaction and loyalty for online purchases is lower than that for shopping in more traditional ways. How to maintain and increase the satisfaction and loyalty of online customers is a challenging issue for online retailers. The purpose of this paper is to try to understand what affects customer satisfaction and loyalty. Design/methodology/approach - A new conceptual model of customer satisfaction and loyalty in online purchases is developed, where four dimensions of e‐service quality – efficiency, requirement fulfillment, system accessibility, and privacy – are the four predictors from Parasuraman's E‐S‐QUAL. A partial least square estimation algorithm was then applied to analyze data from a sample of 164 online buyers from a range of backgrounds. Goods purchased include furniture, books, clothes, software, and digital products. Findings - The results indicate that efficiency and fulfillment have positive effects on customer satisfaction, and fulfillment and privacy have positive effects on customer loyalty. However, the remaining factors have no significant effect on either customer satisfaction or customer loyalty. In addition, customer loyalty is positively affected by customer satisfaction. Originality/value - The paper finds that the service quality must be analyzed from different aspects only to find that the requirement fulfillment has relatively great effect on customers' satisfaction and loyalty, the system accessibility has no effect on both, the efficiency has positive effect on customers' satisfaction and the privacy has positive effect on customers' loyalty. As these results are inconsistent with previous research achievements to some extent, this paper tends to provide some explanation.

Suggested Citation

  • Tianxiang Sheng & Chunlin Liu, 2010. "An empirical study on the effect of e‐service quality on online customer satisfaction and loyalty," Nankai Business Review International, Emerald Group Publishing Limited, vol. 1(3), pages 273-283, July.
    • Handle: RePEc:eme:nbripp:v:1:y:2010:i:3:p:273-283
    DOI: 10.1108/20408741011069205
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    Citations

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    Cited by:

    1. Avadhut Arun Patwardhan & Neeraj Pandey, 2021. "Analyzing Role of E-SERVQUAL Constructs for Post-pandemic Recovery of Indian Taxi Aggregator Services," International Journal of Global Business and Competitiveness, Springer, vol. 16(1), pages 89-102, December.
    2. Cristina Alina Naftanaila & Viorica Braga & Odi Mihaela Zarnescu, 2017. "Analysis of the Convergence Criteria in Romania for Adopting the Single Currency and the Convergence Programme 2016-2019 regarding the Monetary Policy and the Exchange Rate," International Journal of Academic Research in Accounting, Finance and Management Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Accounting, Finance and Management Sciences, vol. 7(1), pages 162-169, January.
    3. Sulieman Ibraheem Shelash Al-Hawary & Ahlam Jebreen Ahmad Hussien, 2017. "The Impact of Electronic Banking Services on the Customers Loyalty of Commercial Banks in Jordan," International Journal of Academic Research in Accounting, Finance and Management Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Accounting, Finance and Management Sciences, vol. 7(1), pages 50-63, January.
    4. Lu, Jian & Su, Xiang & Diao, Yajing & Wang, Nianxin & Zhou, Bin, 2021. "Does online observational learning matter? Empirical evidence from panel data," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    5. Munshi, M.Faris Uddin & Hussain, Hammad & Ahmed, Muneeb & Idress, Amir, 2020. "Measuring overall convenience of consumers on online shopping and their behavioral intention," MPRA Paper 104588, University Library of Munich, Germany.
    6. Mahdi Nasr Esfahani, 2019. "E-Bank Services: Analyzing the Effect of E-Bank Service on E-Trust with E-Security Approach," European Research Studies Journal, European Research Studies Journal, vol. 0(1), pages 158-166.
    7. Sulieman Ibraheem Shelash Al-Hawary & Warda Fares Al-Smeran, 2017. "Impact of Electronic Service Quality on Customers Satisfaction of Islamic Banks in Jordan," International Journal of Academic Research in Accounting, Finance and Management Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Accounting, Finance and Management Sciences, vol. 7(1), pages 170-188, January.

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