This document discusses a study examining the relationships between e-service quality, perceived value, satisfaction, and loyalty in online shopping. The study developed a research model to test whether e-service quality indirectly affects customer loyalty through its impact on perceived value and satisfaction. It also tested whether perceived value indirectly and directly impacts loyalty through satisfaction. The study used structural equation modeling analysis to empirically test the relationships and found support for the model.
The development of the internet led to the use of information technology. The use of information technology not only to transform the services provided, but also to change the service delivery process. In connection with this condition raises the opportunity for retail transactions in the use of online shopping. The purpose of research to determine the effect of E-Service Quality, Price Perception to Repurchase Intention mediated by Customer Satisfaction, Customer Loyalty and Experiential Marketing on On-line shopping. The number of samples taken as many as 496 respondents. Respondents who were taken with the provisions ever shop by using online shopping. Sampling method by using random sampling. Data were analyzed by using Structural Equation Modeling (SEM). The results showed the largest influence is satisfaction to consumers loyalty, compared to the other variables. There is e-service quality, experiential marketing, price perception have influence to customer satisfaction. In addition consumer satisfaction has influence to customer loyalty and customer loyalty has influence to repurchase intention. Hence customer satisfaction has influence to repurchase intention, and customer satisfaction has a direct or indirect influence to repurchase intention.
The Internet has become an essential business platform for trading and selling products. Online customer expectations grow every day, so companies are forced to adopt a more planned approach towards e-commerce.
Customer's perception of public relation in e commerce and its impact on e-lo...Samar Rahi
This study aims to inspect the relationship between Customer’s Perception of Public Relation (PRP), Customer Perceived Value (CPV) on E-Loyalty; further test the moderating role of Switching Cost and Brand Image in that relationship.
The paper titled, ―A Study On Customer Loyalty & Satisfaction In Electronics Industry‖ focuses on the level of satisfaction and loyalty a customer perceives in an electronics company. The research made use of ANOVA and Independent sample T- test. The results showed that loyalty and satisfaction are not influenced by type of outlet or age or gender of the customer but by the quality of service a customer receives.
The internet is being developed rapidly since last two decades, and with relevant digital economy that is driven by information technology also being developed worldwide. After a long term development of internet, which rapidly increased web users and highly speed internet connection, and some new technology also have been developed and used for web developing, those lead to firms can promote and enhance images of product and services through web site. Therefore, detailed product information and improved service attracts more and more people changed their consumer behaviour from the traditional mode to more rely on the internet shopping. On the other hand, more companies have realized that the consumer behaviour transformation is unavoidable trend, and thus change their marketing strategy. As the recent researches have indicated that, the internet shopping particularly in business to consumer (B2C) has risen and online shopping become more popular to many people. According to the report, The Emerging Digital Economy II, published by the US Department of Commerce, in some companies, the weight of e-commerce in total sales is quite high. For instance, the Dell computer company have reached 18 million dollars sales through the internet during the first quarter of 1999. As a result, about 30% of its 5.5 billion dollars total sales were achieved through the internet (Moon, 2004). Therefore, to understand internet shopping and its impact on consumer behaviour could help companies making use of it as a form of doing e-business.
There are many reasons for such a rapid developing of internet shopping, which mainly due to the benefits that internet provides. First of all, the internet offers different kind of convenience to consumers. Obviously, consumers do not need go out looking for product information as the internet can help them to search from online sites, and it also helps evaluate between each sites to get the cheapest price for purchase. Furthermore, the internet can enhance consumer use product more efficiently and effectively than other channels to satisfy their needs. Through the different search engines, consumers save time to access to the consumption related information, and which information with mixture of images, sound, and very detailed text description to help consumer learning and choosing the most suitable product (Moon, 2004). However, internet shopping has potential risks for the customers, such as payment safety, and after service. Due to the internet technology developed, internet payment recently becomes prevalent way for purchasing goods from the internet. Internet payment increase consumptive efficiency, at the same time, as its virtual property reduced internet security. After service is another way to stop customer shopping online. It is not like traditional retail, customer has risk that some after service should face to face serve, and especially in some complicated goods.
The development of the internet led to the use of information technology. The use of information technology not only to transform the services provided, but also to change the service delivery process. In connection with this condition raises the opportunity for retail transactions in the use of online shopping. The purpose of research to determine the effect of E-Service Quality, Price Perception to Repurchase Intention mediated by Customer Satisfaction, Customer Loyalty and Experiential Marketing on On-line shopping. The number of samples taken as many as 496 respondents. Respondents who were taken with the provisions ever shop by using online shopping. Sampling method by using random sampling. Data were analyzed by using Structural Equation Modeling (SEM). The results showed the largest influence is satisfaction to consumers loyalty, compared to the other variables. There is e-service quality, experiential marketing, price perception have influence to customer satisfaction. In addition consumer satisfaction has influence to customer loyalty and customer loyalty has influence to repurchase intention. Hence customer satisfaction has influence to repurchase intention, and customer satisfaction has a direct or indirect influence to repurchase intention.
The Internet has become an essential business platform for trading and selling products. Online customer expectations grow every day, so companies are forced to adopt a more planned approach towards e-commerce.
Customer's perception of public relation in e commerce and its impact on e-lo...Samar Rahi
This study aims to inspect the relationship between Customer’s Perception of Public Relation (PRP), Customer Perceived Value (CPV) on E-Loyalty; further test the moderating role of Switching Cost and Brand Image in that relationship.
The paper titled, ―A Study On Customer Loyalty & Satisfaction In Electronics Industry‖ focuses on the level of satisfaction and loyalty a customer perceives in an electronics company. The research made use of ANOVA and Independent sample T- test. The results showed that loyalty and satisfaction are not influenced by type of outlet or age or gender of the customer but by the quality of service a customer receives.
The internet is being developed rapidly since last two decades, and with relevant digital economy that is driven by information technology also being developed worldwide. After a long term development of internet, which rapidly increased web users and highly speed internet connection, and some new technology also have been developed and used for web developing, those lead to firms can promote and enhance images of product and services through web site. Therefore, detailed product information and improved service attracts more and more people changed their consumer behaviour from the traditional mode to more rely on the internet shopping. On the other hand, more companies have realized that the consumer behaviour transformation is unavoidable trend, and thus change their marketing strategy. As the recent researches have indicated that, the internet shopping particularly in business to consumer (B2C) has risen and online shopping become more popular to many people. According to the report, The Emerging Digital Economy II, published by the US Department of Commerce, in some companies, the weight of e-commerce in total sales is quite high. For instance, the Dell computer company have reached 18 million dollars sales through the internet during the first quarter of 1999. As a result, about 30% of its 5.5 billion dollars total sales were achieved through the internet (Moon, 2004). Therefore, to understand internet shopping and its impact on consumer behaviour could help companies making use of it as a form of doing e-business.
There are many reasons for such a rapid developing of internet shopping, which mainly due to the benefits that internet provides. First of all, the internet offers different kind of convenience to consumers. Obviously, consumers do not need go out looking for product information as the internet can help them to search from online sites, and it also helps evaluate between each sites to get the cheapest price for purchase. Furthermore, the internet can enhance consumer use product more efficiently and effectively than other channels to satisfy their needs. Through the different search engines, consumers save time to access to the consumption related information, and which information with mixture of images, sound, and very detailed text description to help consumer learning and choosing the most suitable product (Moon, 2004). However, internet shopping has potential risks for the customers, such as payment safety, and after service. Due to the internet technology developed, internet payment recently becomes prevalent way for purchasing goods from the internet. Internet payment increase consumptive efficiency, at the same time, as its virtual property reduced internet security. After service is another way to stop customer shopping online. It is not like traditional retail, customer has risk that some after service should face to face serve, and especially in some complicated goods.
ABSTRACT:Increasingly more intense competition and the global nature require a shifting from transactional marketing paradigm to relational marketing, especially in e-business to meet increasing and varied customer’s demands. Company management must establish e-loyalty to maintain and retain customers. This paper aims to explain the relationship model of e-service quality, e-satisfaction, e-trust, e-commitment and customer e-loyalty. This relationship is based on the relationship marketing theory based on the online perspective in building the customer e-loyalty. Results of this study show that e-service quality, e-satisfaction, e-trust and e-commitment play a key role in building the e-loyalty of the online customer.
Internet banking, customer perceived value and loyalty the role of switching ...Samar Rahi
This study aims to examine the relationship between internet banking, customer perceived value,
switching cost and customer loyalty. Furthermore, this study also examines if switching cost moderates the
relationship between internet banking, Customer perceived value and customer loyalty.
In this presentation we will discuss the importance of internet marketing, How internet related to business, and many more interesting topic related to internet.
Factors Influencing the E-Shoppers Perception towards E-Shopping (A Study wit...Dr. Amarjeet Singh
Purpose: The study focuses on identifying and exploring the various factors influencing the e-shoppers perception towards e-shopping.
Design / methodology / approach: A research model is developed based on the literature. For the purpose of study data collected from 100 e-shoppers belonged to Wardha City of Maharashtra. By using in structured questionnaire, descriptive statistical measure like mean has been used for analyzing the data.
Findings: The results reveal that the seven key factors like convenience, time saving, home delivery, price advantage, more choice, reliability and security significantly influenced the e-shoppers perception on e-shopping.
Contribution of the study: The result of this study provides a valuable reference to the e-marketers to understand the factors influencing e-shoppers perception. They can further sharpen their marketing strategies to attract and retain their customers.
A study of how application usage can help increase consumer satisfaction for ...Abeer Raza
This study uses regression analysis to determine the effects of mobile applications on consumer satisfaction. The paper focuses on the impact of mobile application usage on consumer behavior with regards to consumer engagement and brand loyalty. The author also looks into understanding the different factors within a mobile app that increases consumer satisfaction. This approach helps identify not just the factors themselves and their benefits but also their contribution in cultivating a long-term relationship between consumers and businesses.
Analytical CRM - Ecommerce analysis of customer behavior to enhance sales Shrikant Samarth
Task: You are required to choose a dataset (or related datasets) in an area of interest suitable for analyzing customer relationships.
Approach: Topic is chosen – Customer behavior Analysis in Ecommerce Industry for Enhancing Sales. Brazilian E-commerce public dataset was downloaded, cleaned and performed multiple regression in SPSS to check the relationship between the dependent variable and multiple independent variables.
Findings: Customer can be retained if the product delivered in time and if there is a delay in the product delivery, it is a duty of a seller to inform the customer for the same. The payment method has proven to be an important parameter to enhance sales over a period of time. analysis suggests on-time delivery, flexibility in payment method and good customer service would help the seller to gain customer trust which would help them to convert more sales.
Tools: IBM SPSS , Excel (pivot tables and charts), Tableau
Determinants Of Customer Participation In Online Shoppinginventionjournals
This research aims to examine and explain the determinants of customer participation in online shopping.The approach of Partial Least Square (PLS) with Smart PLS software is employed in this study to analyze cross section data and prove the hypotheses proposed in the research. The sample of the study includes students of Mulawarman University who used to do online shopping. The participants were recruited through snowball technique.This study shows that only five of the nine hypotheses are supported; the other four are not supported or accept Ha and reject H0. The construct of the ability of vendor has a positive effect on trust, but not significant. Furthermore, the ability has a significant negative effect on transaction-perceived risk. The ability to influence vendor participation in online shopping has no significant effect, while experience has a significant positive effect on trust. On the other hand, experience has a significant negative effect on transaction-perceived risk. Experience has a significant positive effect on online shopping participation. Trust has a significant negative effect on transaction-perceived risk; however, it has a positive influence on online shopping participation, yet not significant. Last, perceived-transaction risk has an insignificant positive effect on online shopping participation
Forrester. Impacto del Customer Ecperience en el negocioPlanimedia
Informe de Forrester sobre el impacto que tiene en un negocio la buena gestión del Customer Experience, cómo una marca puede mejorar la experiencia de cliente y la relación entre el customer experience y la fidelidad de los consumidores.
Influences of Website Quality on Online Purchase Intention of Air Ticketing S...IJRTEMJOURNAL
Business operation was more related with human contribution at end of 20th century. Rapid
development of internet technology has changed business environment. More than ever, consumers more like to
gather information about product or services and to make purchase using internet. For the reason, E-Commerce
website is integral part of business in order to increase profit. Research focused to investigate influences of
website quality factors (usability, website design, information quality, trust, perceived risk, empathy) on online
purchase intention of Mongolian consumers. Questionnaire design based on Barnes and Vidgen’s model and
data was collected from 265 respondents by online. Correlation and regression analysis was used to measure
relationship of variables. Research findings show website design, information quality, trust more positive
influence on online purchasing intention than usability, empathy, perceived
A Study of Impact of Customer Satisfaction on Online Shoppingijtsrd
Customer satisfaction is considered important for online shopping. Researching what leads to customer satisfaction has become paramount for online businesses. Thus, the goal of this work was to identify the determinants of customer satisfaction in an online context. In this work, the authors proposed a conceptual model of customer satisfaction in an online context, identifying key factors proposed in previous studies, and hypotheses were developed accordingly. Hypotheses were tested using multiple regression analysis based on a sample of 50 online clients. The work found that customer service, website design, and perceptions of security were largely related to customer satisfaction on the internet. Nyamsuren Bayartogtoh | Gantogtoh Tsogtgerel | Ariuntuya Erdenebaatar "A Study of Impact of Customer Satisfaction on Online Shopping" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-4 | Issue-1 , December 2019, URL: https://www.ijtsrd.com/papers/ijtsrd29710.pdf Paper URL: https://www.ijtsrd.com/management/management-development/29710/a-study-of-impact-of-customer-satisfaction-on-online-shopping/nyamsuren-bayartogtoh
International Journal of Engineering Research and Development (IJERD)IJERD Editor
call for paper 2012, hard copy of journal, research paper publishing, where to publish research paper,
journal publishing, how to publish research paper, Call For research paper, international journal, publishing a paper, IJERD, journal of science and technology, how to get a research paper published, publishing a paper, publishing of journal, publishing of research paper, reserach and review articles, IJERD Journal, How to publish your research paper, publish research paper, open access engineering journal, Engineering journal, Mathemetics journal, Physics journal, Chemistry journal, Computer Engineering, Computer Science journal, how to submit your paper, peer reviw journal, indexed journal, reserach and review articles, engineering journal, www.ijerd.com, research journals,
yahoo journals, bing journals, International Journal of Engineering Research and Development, google journals, hard copy of journal
IOSR Journal of Business and Management (IOSR-JBM) is an open access international journal that provides rapid publication (within a month) of articles in all areas of business and managemant and its applications. The journal welcomes publications of high quality papers on theoretical developments and practical applications inbusiness and management. Original research papers, state-of-the-art reviews, and high quality technical notes are invited for publications.
ABSTRACT:Increasingly more intense competition and the global nature require a shifting from transactional marketing paradigm to relational marketing, especially in e-business to meet increasing and varied customer’s demands. Company management must establish e-loyalty to maintain and retain customers. This paper aims to explain the relationship model of e-service quality, e-satisfaction, e-trust, e-commitment and customer e-loyalty. This relationship is based on the relationship marketing theory based on the online perspective in building the customer e-loyalty. Results of this study show that e-service quality, e-satisfaction, e-trust and e-commitment play a key role in building the e-loyalty of the online customer.
Internet banking, customer perceived value and loyalty the role of switching ...Samar Rahi
This study aims to examine the relationship between internet banking, customer perceived value,
switching cost and customer loyalty. Furthermore, this study also examines if switching cost moderates the
relationship between internet banking, Customer perceived value and customer loyalty.
In this presentation we will discuss the importance of internet marketing, How internet related to business, and many more interesting topic related to internet.
Factors Influencing the E-Shoppers Perception towards E-Shopping (A Study wit...Dr. Amarjeet Singh
Purpose: The study focuses on identifying and exploring the various factors influencing the e-shoppers perception towards e-shopping.
Design / methodology / approach: A research model is developed based on the literature. For the purpose of study data collected from 100 e-shoppers belonged to Wardha City of Maharashtra. By using in structured questionnaire, descriptive statistical measure like mean has been used for analyzing the data.
Findings: The results reveal that the seven key factors like convenience, time saving, home delivery, price advantage, more choice, reliability and security significantly influenced the e-shoppers perception on e-shopping.
Contribution of the study: The result of this study provides a valuable reference to the e-marketers to understand the factors influencing e-shoppers perception. They can further sharpen their marketing strategies to attract and retain their customers.
A study of how application usage can help increase consumer satisfaction for ...Abeer Raza
This study uses regression analysis to determine the effects of mobile applications on consumer satisfaction. The paper focuses on the impact of mobile application usage on consumer behavior with regards to consumer engagement and brand loyalty. The author also looks into understanding the different factors within a mobile app that increases consumer satisfaction. This approach helps identify not just the factors themselves and their benefits but also their contribution in cultivating a long-term relationship between consumers and businesses.
Analytical CRM - Ecommerce analysis of customer behavior to enhance sales Shrikant Samarth
Task: You are required to choose a dataset (or related datasets) in an area of interest suitable for analyzing customer relationships.
Approach: Topic is chosen – Customer behavior Analysis in Ecommerce Industry for Enhancing Sales. Brazilian E-commerce public dataset was downloaded, cleaned and performed multiple regression in SPSS to check the relationship between the dependent variable and multiple independent variables.
Findings: Customer can be retained if the product delivered in time and if there is a delay in the product delivery, it is a duty of a seller to inform the customer for the same. The payment method has proven to be an important parameter to enhance sales over a period of time. analysis suggests on-time delivery, flexibility in payment method and good customer service would help the seller to gain customer trust which would help them to convert more sales.
Tools: IBM SPSS , Excel (pivot tables and charts), Tableau
Determinants Of Customer Participation In Online Shoppinginventionjournals
This research aims to examine and explain the determinants of customer participation in online shopping.The approach of Partial Least Square (PLS) with Smart PLS software is employed in this study to analyze cross section data and prove the hypotheses proposed in the research. The sample of the study includes students of Mulawarman University who used to do online shopping. The participants were recruited through snowball technique.This study shows that only five of the nine hypotheses are supported; the other four are not supported or accept Ha and reject H0. The construct of the ability of vendor has a positive effect on trust, but not significant. Furthermore, the ability has a significant negative effect on transaction-perceived risk. The ability to influence vendor participation in online shopping has no significant effect, while experience has a significant positive effect on trust. On the other hand, experience has a significant negative effect on transaction-perceived risk. Experience has a significant positive effect on online shopping participation. Trust has a significant negative effect on transaction-perceived risk; however, it has a positive influence on online shopping participation, yet not significant. Last, perceived-transaction risk has an insignificant positive effect on online shopping participation
Forrester. Impacto del Customer Ecperience en el negocioPlanimedia
Informe de Forrester sobre el impacto que tiene en un negocio la buena gestión del Customer Experience, cómo una marca puede mejorar la experiencia de cliente y la relación entre el customer experience y la fidelidad de los consumidores.
Influences of Website Quality on Online Purchase Intention of Air Ticketing S...IJRTEMJOURNAL
Business operation was more related with human contribution at end of 20th century. Rapid
development of internet technology has changed business environment. More than ever, consumers more like to
gather information about product or services and to make purchase using internet. For the reason, E-Commerce
website is integral part of business in order to increase profit. Research focused to investigate influences of
website quality factors (usability, website design, information quality, trust, perceived risk, empathy) on online
purchase intention of Mongolian consumers. Questionnaire design based on Barnes and Vidgen’s model and
data was collected from 265 respondents by online. Correlation and regression analysis was used to measure
relationship of variables. Research findings show website design, information quality, trust more positive
influence on online purchasing intention than usability, empathy, perceived
A Study of Impact of Customer Satisfaction on Online Shoppingijtsrd
Customer satisfaction is considered important for online shopping. Researching what leads to customer satisfaction has become paramount for online businesses. Thus, the goal of this work was to identify the determinants of customer satisfaction in an online context. In this work, the authors proposed a conceptual model of customer satisfaction in an online context, identifying key factors proposed in previous studies, and hypotheses were developed accordingly. Hypotheses were tested using multiple regression analysis based on a sample of 50 online clients. The work found that customer service, website design, and perceptions of security were largely related to customer satisfaction on the internet. Nyamsuren Bayartogtoh | Gantogtoh Tsogtgerel | Ariuntuya Erdenebaatar "A Study of Impact of Customer Satisfaction on Online Shopping" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-4 | Issue-1 , December 2019, URL: https://www.ijtsrd.com/papers/ijtsrd29710.pdf Paper URL: https://www.ijtsrd.com/management/management-development/29710/a-study-of-impact-of-customer-satisfaction-on-online-shopping/nyamsuren-bayartogtoh
International Journal of Engineering Research and Development (IJERD)IJERD Editor
call for paper 2012, hard copy of journal, research paper publishing, where to publish research paper,
journal publishing, how to publish research paper, Call For research paper, international journal, publishing a paper, IJERD, journal of science and technology, how to get a research paper published, publishing a paper, publishing of journal, publishing of research paper, reserach and review articles, IJERD Journal, How to publish your research paper, publish research paper, open access engineering journal, Engineering journal, Mathemetics journal, Physics journal, Chemistry journal, Computer Engineering, Computer Science journal, how to submit your paper, peer reviw journal, indexed journal, reserach and review articles, engineering journal, www.ijerd.com, research journals,
yahoo journals, bing journals, International Journal of Engineering Research and Development, google journals, hard copy of journal
IOSR Journal of Business and Management (IOSR-JBM) is an open access international journal that provides rapid publication (within a month) of articles in all areas of business and managemant and its applications. The journal welcomes publications of high quality papers on theoretical developments and practical applications inbusiness and management. Original research papers, state-of-the-art reviews, and high quality technical notes are invited for publications.
E-customer loyalty in gamified trusted store platforms: a case study analysis...journalBEEI
Customer satisfaction, trust, and loyalty are the three most fundamental elements of e-marketing. Previous researchers have noted that satisfaction is a key factor in commanding loyalty. However, the relationship between satisfaction, trust, and loyalty is strongly dependent on the type of platform provided by digital stores. On the other hand, gamification in E-businesses has grown rapidly in recent years. In this context, it is necessary to explore the effects of gamification on e-customer satisfaction and loyalty. In this paper, it is argued that customer satisfaction alone cannot inspire loyalty. Simply speaking, customers’ satisfaction with gamified services can lead to developing trust and, in turn, loyalty. This research also presents a thorough review of the effect of store-related motivational factors, such as gamification, on trust. These factors include moderator and mediator variables. The hypotheses of this study are considered in the context of one of the largest online retail stores in Iran which enjoys a large market share in the Middle East. To this end, Lawshe content validity ratio is utilized and expert opinions are applied to the proposed model. Evaluation results, obtained through the smartPLS, established the robustness of our modeling in terms of reliability analysis, significance level analysis, discriminant validity analysis, coefficient of determination, model fitting, and cross-validation.
This study aims to analyze the effect of perceived flow, customer satisfaction and online purchase
intention on website quality in booking hotels in traveloka.
Purpose: the objective of this study is to investigate how the impact of brand image, customer satisfaction,
usefulness, and convenience on trust and customer loyalty. Design/Methodology/Approach: this research is to
examine the factors that affect trust and customer loyalty by using secondary data analysis, archival study
approach. This study has been using three frameworks with combined from previous studies to create and
develop a new conceptual framework. F
International Journal of Business and Management Invention (IJBMI)inventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online
2. European Advances in Consumer Research ( Volume 8) / II
of great importance to electronic commerce (McKinney et al.
2002).
Customer Satisfaction and Loyalty
Oliver ( 1997) slated that satisfaction is a summary psycho-logical
state resulting when the emotion surrounding discontinued
expectations is coupled with the consumer's prior feelings about the
consumption experience. Kotier (2000) also expresses that satisfac-tion
is a person's feelings of pleasure or disappointment resulting
from comparing a product's perceived perfonnance (oroutcome) in
relation to his or her expectations. Many researchers explored the
role of satisfaction in the electronic commerce. Anderson and
Sriniva.san (2003) investigate electronic commerce and defined e-satisfaction
as the contentment of the customer with respect to his
or her prior purchasing experience with a given electronic com-merce
firm. Mckinney et. al (2002) posited that web-customer
satisfaction has two distinctive sources-satisfaction with the qual ity
of web-site's information content and satisfaction with the web-site's
system performance in delivering information. Based on the
definitions in this literature, we here define customer satisfaction as
"the psycliological reaction of the customer with respect to his or
her prior experience with comparison between expected and per-ceived
performance".
Enge!, Kollat. and Blackwell (1982) deñned brand loyalty as
the preferential, attitudinal and behavioral response toward one or
more brands in a product category expressed over a period of time
by a consumer". Anderson and Srinivasan (2003) investigate the
electronic commerce and defined customer loyalty as "the customer's
favorable attitude toward an electronic business resulting in repeat
buying behavior". Based on this literature, we here adopt a defini-tion
of customer loyalty as "A commitment of repeat buying a
preferred product!service and positive word of mouth consistently
ill the future"
Parasuraman et al. (1985, 1988) specifically suggested that
service quality is an antecedent of customer satisfaction. Several
studies have modeled service quality as an antecedent to behavioral
intentions and found a significant link (Bitner. 1990; Boulding et
al., 1993; Zeithamlet al.. 1996>. Website quality has been demon-strated
to significantly influence consumers" online shopping atti-tudes
and behavior. Better website quality can guide the consumer's
complete transactions smoothly and attract them to revisit this
internet store (Li and Zhang. 2002). Szymanski and Hise (20(X))
found that aspects associated with product information and web site
design are important determinants in forming customer satisfac-tion.
Satisfaction is a necessary prerequisite for loyalty but is not
sufficient on its own to automatically lead to repeat purchases or
brand loyalty (Bloenier and Kasper. 1995). A dissatisfied customer
is more likely to search for information on alternatives and more
likely to yield to competitor overtures than is a satisfied customer
(Anderson and Srinivasan. 2(X)3). Based on this relationship among
e-service quality, customer satisfaction, and customer loyalty, we
propose the following hypotheses:
Hypothesis ! : E- Service quality will have an impact on
customer satisfaction.
Hypothesis 2: E- Service quality will have an impact on
customer loyalty.
Hypothesis J: Customer satisfaction will have an impact on
customer loyalty.
Customer Perceived Value
Customer value represents the trade-off between the quality,
or benefits, the customer receives and the costs, such as monetary.
energy, time and psychic transaction costs, the customer incurs by
evaluating, obtaining and using a product (Kotier, 1977). Zeithaml
(1988) defined the perceived value as the consumer's overall
assessment of the utility of a product based on perceptions of what
is received and what is given. Keeney(1999) defined the value
proposition associated with internet commerce as the net value of
the benefits and cost of both a product and the processes of finding,
ordering, and receiving it, Based on a synthesis of previous defini-tions,
perceived customer value is defmed here as"a consumer's
perception of the net benefits based on perception of what is
received and what is given." Lindgreen and Wynstra( 2(X)5) think
that customer value has at least two dimensions . The first of these
deals with the value of the (augmented) goods and services, while
the second one focuses on the value of buyer-seller relationships.
In this paper we focus on the value of the (augmented) goods and
services.
Choia et al. (2004) postulated that value perceptions of medi-cal
services will be directly infiuenced by perceived service quality.
Perceived value contributes to the loyalty of an electronic business
by reducing an individual's need to seek alternative service provid-ers
(Anderson and Srinivasan. 2003).In electronic commerce, of-fering
low customer transaction costs creates customer value,
increases firm performance and contributes to competitive advan-tage
(Chircu and Mahajan, 2006). In other words. When the
perceived value is low. customers will be more inclined to switch
to competing businesses in order to increa.se perceived value, thus
contributing to a decline in loyalty (Anderson and Srinivasan,
2(K)3), Based on above relationship, we propose the following
hypotheses:
Hypothesis 4: E- Service quality will have an impact on
customer perceived value.
Hypothesis 5: customer perceived value will have an impact
on customer satisfaction.
Hypothesis 6: customer perceived value will have an impact
on customer loyalty.
.L
METHODOLOGY
Research Model
This research proposed an integrative model to explain the
user's online shopping behavior which based on established rela-tionships
among e-service quality (web site design, reliability,
security and customer service), customer satisfaction, customer
loyalty, and customer perceived value (presented in Figure 1 ). The
model of this research is based on Fomell'set al.(I996) customer
satisfaction index (CSI) model which measure the antecedents of
overall customer satisfaction- expectations, perceived quality, and
value and the consequences of overall customer satisfaction- voice
and loyalty.
Measures
In order to measure the various constructs, validated items
used by other researchers were adapted. The various dimensions of
the e-service quality were talk about. Wolfinbarger and Gilly
(2(X)2)developedascalenamed.comQ. And Zeithaml, Parasuraman
and Malhotra (2002,2005) developed the E-S-QU AL and E-RecS-QUAL
for measuring the service quality delivered by Web sites on
which customers shop online. In this research, we found the two
scales have many similar aspects and combine them as our measur-able
variables of e-service quality with four dimensions: web site
design, reliability, security, and customer service. Customer per-ceived
value was assessed with two items based on the perceived
3. 12 / The Relationships among e-Service Quality, Value, Satisfaction and Loyalty in Online Shopping
FIGURE 1
^ Proposed conceptual fratnework
Customer
Satisfaction
Customer
Perceived
Value
utility/worth resulting from the trade-off of "get" versus "give-up"
(ZeithamI. I9S8). In this paper, we measure customer per-ceived
value by the scale from Dodds, Monroe and Grewal (1991),
Anderson and Srinivasan (2003). Customer satisfaction was as-sessed
by adapting the scale developed by Oliver (1980) and
Anderson and Srinivasan (2(X)3). Lastly, customer loyalty was
evaluated by using scale items adapted from Berry and Parasuraman
( 1996) and Anderson and Srinivasan (2(X)3) and Yang and Peterson
(2004). Each items was used 7-point Likert scales ranging from
"strongly disagree" to "strongly agree". A questionnaire initially
including 29 items was generated, consisting of 14 items for e-service
quality. 3 items for customer satisfaction, 8 items for
customer loyalty and 4 items for customer perceived value.
Pilot Test
This study evaluated the results of the pilot test by using
Cronbach's reliability and exploratory factor analysis. The three
statements were deleted after the pilot test. Uliimately. a final 26-
item survey questionnaire contained four parts including 14 items
for e-service quality, 3 items for customer satisfaction, 8 items for
customer loyalty and 4 items for customer perceived value.
Data Cullection
In order lo measure reliability and validity, a pretest was
conducted. A pilot test of the measures was conducted by 70
respondents who were asked to provide comments on the relevance
and wording of the questionnaire items and adjusted based on their
comments. In the formal questionnaire, the data were gathered
through Internet questionnaire of Chungwa Telecom Co.. Ltd in
Taiwan. For the final survey, a total of 350 survey questionnaires
were collected from respondents who had online shopping experi-ence.
20 invalid questionnaires were eliminated and 330 question-naires
retained for analysis. The response rate is 94.3%. Online
questionnaire also conilrm that our sample have experiences to use
internet. In the aggregate sample, 44.8% of respondents are men
and 55.2% are women. More than 85% of the respondents are Y
generation people defined as people bom among 1976 to 1985.
Almost 95% of the respondents" education is at institute/college
level and above. 45.7% of the respondents are students and 54.3%
are workers. Approximately 48.6% of the respondents use the
Internet more than 20 hours each week. In disposable income, about
71. l%ofthe respondents have less than 10,000 dollars per month.
More than 67% of respondents pay for Internet purchases by credit
card or ATM transfer account. Besides, the respondents also show
some interesting characteristics. The top three products purchased
onlineinourstudy are computer equipment (100). books (87), and
clothes (79). ,... . - - .
DATA ANALYSIS AND RESULTS
t.
Validity and Reliability
We adopted confirmatory factor analyses to verify the reliabil-ity
and validity of the measurement model. Reliability and Conver-gent
validity of the constructs were estimated by composite reliabil-ity
and average variance extracted. All of the factor loadings of the
items in the research model were greater than 0.05(see Table I),
with most of them above 0.70. The composite reliability were all
above the recommended 0.7 level (Hair, 1997). Finally, convergent
validity can assessed by the average extracted variances were all
above the recommended 0.5 level (Hair. Anderson. Tatham. and
Black, 1992). Therefore, all constructs in ttie model had adequate
reliability and convergent validity. ' • •'• .
Structural Model '
The purpose of this study is to fmd out the relationships
among e-service quality, customer satisfaction, cu.stomer loyalty,
and customer perceived value. The causal relationship of all the
variables in the proposed research model was tested using structure
4. European Advances in Consumer Research (Volume 8) 113
TABLE 1
Structural Model Estimates
Hyputhesized
Relationship
AVE
O0.5)
CR Fatlor t-vulue Conclusiun
E-service quality
Website design
Reliability
Security
Customer .service
0.56
0.54
0.75
0.57
0.67
0.68
Q.83
473
49Ô
0.80
•
0.86
0.73
0.74
0.74
0.72
0.87
0.81
0.85
0.76
0.83
0.72
0.83
12.8X
12.95
12.54
18.69
20.47
16.85
2.42
14.63
17.72
significant
significant
significant
significant
significant
significant
significant
significant
significant
significant
significant
Customer perceived value
CPVI
CPV2
CPV3
CPV4
Custümer satisfactiun
S AT I
SAT2
SAT3
Custumer luyalty
Repurchase intention
Word of mouth
0.59
0.64 0.78
0.81
0.89 17.60
significant
significant
H1 : E-service quality-^Customer Satisfaction
H2: E-service quality—»Customer Loyalty
H3; Customer Satisfaction—»Customer Loyalty
H4: E-service quality-^Perceived Value
H5: Perceived Value—»Customer Satisfaction
H6: Perceived Value—»Customer Loyalty
0.65
0.29
0.84
0.74
0.332
0.341
8.09
1.74
4.81
11.47
4.812
3.595
Supported
Not supported
Supported
Supported
Supported
Supported
equation modeling (SEM) as performed in LISREL8. 52 software.
The goodness-of-fit indices Torourtesting mode! areas following:
Chi-square to degrees of freedom ratio is 3. GFI is 0.922. AGFI is
0.882, NFI is 0.962 ,CFI is 0.973. RMR is 0.052 and RMSEA is
0.083 which are all within the accepted thresholds as suggested in
the literature. Thus, we ensure that our research model is adequate
representation of the entire set of causal relationship.
Tests of Hypotheses
Most of the proposed hypotheses were supported except for
H2 (E-service quality- Customer loyalty)(see Table 1). E-service
quality has significant impact on customer satisfaction {y= 0.65, t-value=
8.09) and customer perceived value (7=0.74, t-va!ue= 11.47).
Bute-service quality has not significant impact on customer loyalty
{-(= 0.29, t-value=1.74). Moreover, customer satisfaction has sig-nificant
impact on customer loyalty (7= 0.84, t-vaíue=4.81 ). There-fore,
results of the analy.sis supported HI, H3. and H4. These results
indicated that e-service quality would not affect their on-line
shopping customer loyalty directly but indirectly through the me-diation
of perceived value and customer satisfaction. Finally,
customer perceived value has significant impact on customer
satisfaction {ß= 0.332, t-value=4.812) and customer loyalty (ß=
0.341. t-value=3.595). Therefore, results of the analysis supported
H5 and H6. These results are in conformity with the theories of
experiential consumer behavior.
CONCLUSIONS AND LIMITATIONS
Conclusions
This study was intended to make contributions to the current
understanding of online shopping consumer behavior in two ways.
Eirst. this study identified key antecedents that are likely to influ-ence
customer satisfaction and customer loyalty in online shopping
environments. The results showed that e-service quality (web site
design, reliability, security, and customer service) would not affect
theon-Iine shopping customerloyaltydirectlybut indirectly through
the mediation of perceived value and customer satisfaction. There-fore,
to enhance customer perceived value and customer satisfac-tion,
online stores should start improving the design of web site,
providing accurate service, strengthening the security of online
transactions, and helping customer to solve problems.
Second, we proposed an integrative model to explain the
user's online shopping behavior which based on established rela-tionships
among e-service, quality, customer satisfaction, customer
loyalty, and customer perceived value.
Mostofpast studies of online consumer behavior have focused
on the links among service quality. Although the crucial importance
of customer perceived value in the online shopping environment,
previous studies have been neglected that variable, in this research,
the results showed that perceived value would not only affect the
5. 14 / The Relationships among e-Service Quality, Value, Satisfaction and Loyalty in Online Shopping
customer loyalty directly but also indirectly through the mediation
of customer satisfaction. Because perceived value is conceptual-ized
as the consumer's evaluation of the utility of perceived benefits
and perceived sacrifices (Zeithaml. 1988). we suggested that online
stores should try to raise ihe benetlis (such as good, services.
personnel, and image value) and reduce the sacriñces {such as
monetary, energy, time and psychic transaction costs).
Limitations
There are several limitations of this research that should be
considered when interpreting its findings. First, replication of this
research in different business and sellings such as Business-to-
Business in both cross-sectional and longitudinal studies could also
helpextendthevalidityofthesefindings. Second, besides customer
perceived value, funher studies might also profit form focusing on
a wider range of variables, possibly exploring the effect of involve-ment,
convenience orientation, and switch cost etc. In addition, a
more comprehensive model might be developed. Finally, repur-chase
intention and word of mouth (WOM) were integrated into
customer loyalty. However, some studies have shown that market-ing
programs can have different effects on different customer
behaviors. It would therefore be interesting to conduct further
research to examine the different behaviors of customer loyalty.
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