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.

1. The Relationships among e-Service Quality, Value, Satisfaction and Loyalty in Online
Shopping
Hsin Hsin Chang, National Cheng Kung University, Taiwan (R.O.C.)
Hsin-Wei Wang, National Cheng Kung University, Taiwan (R.O.C.)
ABSTRACT
Since the online market has been growing rapidly overthe past
several years, e-commerce marketing activities have drawn a lot of
attention. The main purpose of the study is to develop acomprehen-sive
research model of explaining the user's online shopping
behavior. Empirical analyses are performed using structural equa-tions
modeling analysis and results indicated that e-service quality
would not affect the on-line shopping customer loyally directly but
indirectly Ihrough the mediation of perceived value and customer
satisfaction. And perceived value would not only affect the cus-tomer
loyalty directly but also indirectly through the mediation of
customer satisfaction.
INTRODUCTION
The business-to-customer (B-to-C) online market has been
growing rapidly over the past several years. Reichheld & Schefter
(2000) survey shows that consumers have increasingly favored
online shopping. In the consumer marketing community, customer
loyalty has long been regarded as an important goal. According to
Taiwan Market Intelligence Center industry analysis (2006), online
shopping market in Taiwan amounted to $59.8 billion last year with
54% growth rate compared to former year. Growth rate forecast for
this year is 50%. with sales amount to $ 89.3 billion, and might be
up to S131.1 billion next year. Numerous studies have pointed out
that two of the more effective means of generating customer loyalty
are todelight customers (Oliver. 1999) and todeliver superior value
derived from excellent services and quality products (Parasuraman
and Grewal. 2000).
Similar to a retail storefront, the electronic service quality (e-
SQ) provides significant information and feeling to current and
prospective target-market customers.Thus, if the service can achieve
what users want in a website is an important area of study.
Developing a website that is responsive to user needs is critical for
all site designers and mangers. For website retailer to be successful
and for customers to be satisfied, excellent e-service quality is
essential. There are several factors to be considered, including the
website design, reliability, security, and customer value
(Wolfinbarger and Gilly. 2002; Aladwani and Palvia. 2002). Fur-thermore,
it would be interesting to determine if these characteris-tics
of the e-service quality have a potential influence on customer
satisfaction.
Several researchers have attempted to confirm the relationship
between satisfaction and loyally in their research (Woodside, Frey.
& Daley. 1989; Cronin & Taylor, 1992; Oliver. 1999). The relation-ship
seems almost intuitive, however, the strength of the relation-ship
between satisfaction and loyalty has been found to vary
significantly under different conditions (Anderson & Srinivasan,
2003),
Customer perceived value has recently gained much attention
from marketers and researchers because of the important role it
plays in predicting purchase behavior and achieving sustainable
competitive advantage (ZeithamI, 1988; Bolton & Drew. 1991;
Parasuraman, 1997). Customer Perceived value involves "A "get"
component—i.e., the benefits a buyer derives from a seller's
offering—and a 'give' component—i.e., the buyer's monetary and
nonmonetary costs in acquiring the offering".
Researchers have also established a positive relationship be-tween
perceived value and intention to purchase/repurchase (Dtxltis.
Monroe. & Grewal, 1991 ; Parasuraman & Grewal, 2000). When the
perceived value is low. customer will be more inclined to switch to
competing businesses in order to increase perceived value, thus
contributing to a decline in loyalty. Even satisfied customers are
unlikely lo repurchase on the same web site, if they feel that they are
not getting the best value for their give. Instead, they will seek out
other web sites in an ongoing effort to find a better value (Anderson
and Srinivasan, 2(X)3).
It is only a mouse click away in electronic commerce (e-commerce)
settings, so it is critical that companies understand how
to build customer loyalty in online marketing. Since the e-service
quality and customer perceived value of Internet Websites are
regarded as the key influential factors for Internet marketing, a
more detailed evaluation of e-service quality and customer per-ceived
value may become a necessity. Although previous studies
have recommended the importance of perceived quality in experi-ential
marketing, few studies have empirically developed a frame-work
to measure the e-service quality and value of experiential
marketing in Internet Websites and distinctly interpreted the effect
of different level of customer satisfaction and perceived value on
the customer loyalty. We hope this study will add a little to the
understanding of electronic commerce.
There are two objectives in this study. First, this study identi-fied
key antecedents that are likely to influence customer satisfac-tion
and customer loyalty in online shopping environments.Sec-ond.
this study integrated relevant literature and develop a compre-hensive
research model of experiential marketing to explain the
user's online shopping behavior.
LITERATURE REVIEW AND HYPOTHESES
E-Service Quality
The Internet remains a critical channel for selling most goods
and services (ZeithamI, Parasuraman, Malhotra. 2(X)2). Today, the
most successful electronic commerce companies are beginning to
realize that not only low price and web presence were initially but
also the delivering of the high e-service quality became important
(Yang and Jun, 2002; ZeithamI. Parasuraman, Malhotra, 2002),
The first formal definition of web site service quality or electric
service quality (e-SQ) was provided by ZeithamI. Parasuraman,
and Malhotra (2001). ZeithamI et al.(200I) defined e-SQ as the
extent to which a web site facilitates efficient and effective shop-ping,
purchasing, and delivery of products and services. The online
shopping can fulfill several consumers' needs more effectively and
more efficiently compared with the conventional shopping (Grewal,
Iyer, and Levy, 2004; Monsuwe et al. 2004). Online customers thus
expect equal or higher levels of service quality than traditional
channels customers (Lee and Lin, 2005). Therefore, many aca-demic
researchers in online shopping have recently focused on the
e-service quality to attract potential customers and on how to retain
current customers (Jun et al.,2004). As a result, a fundamental
understanding of factors impacting online customer satisfaction is
10 European Advances in Consumer Research
Volume 8, © 2008

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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