Investigating and analysis of the impact of service quality and trust on customer loyalty in e-commerce
Subject Areas : Computer Engineering and ITAlinaghi Rezaie 1 , سامان فروتنی 2 , Mohsen Katebi Jahromi 3 , علیرضا کاتبی جهرمی 4
1 - Department of Management and Information Systems, Safashahr Branch, Islamic Azad University, Safashahr, Iran
2 - دانشگاه آزاد اسلامی واحد صفاشهر
3 - دانشگاه آزاد اسلامی واحد صفاشهر
4 - 3Dastgheib(2) High School of high Talents, Shiraz, Iran
Keywords: Service quality, Customer trust, Customer loyalty, Electronic commerce, Customer satisfaction,
Abstract :
In today’s competitive world, online businesses are looking for a suitable way to increase customer loyalty. However, the simultaneous effect of three variables - service quality, trust and customer satisfaction - on customer loyalty in an online retail environment has been less investigated in the conducted researches. According to the literature and background of the research, research hypotheses have been determined and a suitable conceptual model has been created. Since the research method is quantitative-survey, a questionnaire was designed based on the research hypotheses. Finally, the obtained data have been analyzed using descriptive criteria and structural equation modeling. According to the results of hypothesis (H1), the quality of electronic services has a positive and significant effect on electronic satisfaction. The results of the second hypothesis (H2), display that e-trust has a positive effect on e-satisfaction. Hypothesis (H3), the e-trust variable has a significant effect on e-loyalty, statistically, H3 is accepted. According to the results it can be concluded that electronic satisfaction variable has a significant effect on electronic loyalty, statistically, H4 is accepted. Electronic service quality through electronic satisfaction as a mediating variable affects electronic loyalty. It is positive and significant, therefore statistically, H5 is accepted.
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