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Does e-store service quality affect customer loyalty?

By Ponirin, Don R Scott and Tania von der Heidt

Abstract

This paper examines the relationship between performance assessed electronic store (e-store) service quality and e-store customer loyalty in an electronic retailing environment. The research was carried out using a web-based survey method involving 3 e-stores and 324 e-customers. The survey data was then used to test models of e-store service quality and e-store customer loyalty and to assess the relationship between them. Six determinants of performance based service quality for an e-store were tested for validity and reliability. These determinants were “ease of use”. “empathy”, “merchandise”, “security”, “product delivery”, and “purchase option”. Customer loyalty determinants that were identified were “word-of-mouth communication”, “purchase intention” and “complaining behaviour.” A strong positive association between e-store service quality and e-store customer loyalty was found. The paper integrates previous literature on service quality and customer loyalty and develops valid and reliable measures of performance based e-store customer service quality and e-store customer loyalty

Topics: E-store, e-store service quality, e-store customer loyalty, Business, E-Commerce, Marketing
Publisher: ePublications@SCU
Year: 2009
OAI identifier: oai:epubs.scu.edu.au:comm_pubs-1294
Provided by: ePublications@SCU
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