Assessment of the Relationship among e-Service Quality Dimensions, Customer Satisfaction, and Loyalty- Survey Evidence

Gyan Management Journal
Year: 2017(Jul-Dec), Volume: (11), Issue. (2)
First page: (28) Last page: (39)
Online ISSN: A/F
Print ISSN: 2250-348X
doi: 

Assessment of the Relationship among e-Service Quality  Dimensions, Customer Satisfaction, and Loyalty- Survey Evidence
Dr. Pooja Goel

1Asstt. Professor, Shaheed Bhagat Singh College University of Delhi, New Delhi  
Corresponding author email id:  poojagoel42B@gmail.com

Received:
09 Nov 2017

Accepted:
13 Nov 2017

Online Published:
14 Nov 2017

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ABSTRACT

Loyal customers are on the wish list of every company but to get the loyalty glue is not an easy task for  any firm especially when the buyers in this information age any time can compare the products, level of  services, prices, delivery promises etc. Competitive market place has made consumer more and more  demanding. Clearly in e-commerce setting, all companies need to consider and evaluate e-marketing  opportunities thoroughly. Within the light of these evaluations this study aims to assess effect of the  dimensions of online service quality on loyalty and the mediating role of customer satisfaction on  service quality dimensions and loyalty. The survey target sample consisted young population i.e. up to  the age of35 years living in National Capital Region (NCR), who had successfully completed at least one  online transaction recently from any online retailer. The instrument used for the study consists of three  dimensions to evaluate online service quality. The scale used is based on the previous studies. The  convenience cum snowball sampling has been used for the study. The resulting sample comprised of  155 valid questionnaires, which were considered suitable for the study. Results of the study show that  reliability and privacy has significant direct relationship with loyalty and function and reliability has  reported strong relationship with satisfaction. Our results also confirm that satisfaction is one very  importantfactorantecedentofloyalty. However, partial mediation of satisfaction has been reported by  the survey results on the relationships of dimensions of service quality and loyalty.  

Keywords

e-Service Quality Dimensions, Customer Satisfaction, Loyalty, Online Retailers