Unraveling the Link between Website Quality and Customer Trust, Satisfaction, and Loyalty: A Meta-analysis

Subject Areas : Business Strategy

Fatemeh Sadat Enjavi Hosseini ¹ , Ghasem Bakhshandeh ^{2 *} , Maryam Darvishi ³

1 - PhD Student, Department of Management, Ahvaz Branch, Islamic Azad University, Ahvaz, Iran
2 - Department of management, Ahvaz Branch, Islamic Azad University, Ahvaz, Iran.
3 - Department of Business Management, Omidiyeh Branch, Islamic Azad University, Omidiyeh, Iran.

Received: 2024-01-16 Accepted : 2024-04-19 Published : 2024-02-04

Keywords: Website Quality, Trust, Satisfaction, Loyalty, Meta-analysis,

Abstract :

With the aim of comprehensively investigating the most important consequences of website quality in e-commerce, this research has collected and analyzed data about the relationship between website quality and customer trust, satisfaction, and loyalty. In this regard, various studies were collected and coded. After that, the eligible studies to enter the meta-analysis based on the determined criteria were identified to be 49, 68, and 29 studies for the relationship between website quality and trust, satisfaction, and loyalty, respectively. The findings of data analysis using CMA2 software showed that website quality has the strongest relationship with satisfaction with an effect size of 0.591 and the weakest relationship with loyalty with an effect size of 0.516. The effect size of trust was also positive and equal to 0.555. In addition, the findings from the analysis of moderator variables also showed that an increase in the year of publication led to a decrease in the effect size of website quality-trust studies but an increase in the effect size of website quality-satisfaction and website quality-loyalty studies. Additionally, with an increase in the sample size, the effect sizes of website quality-trust studies increased, but the effect sizes of website quality-satisfaction and website quality-loyalty decreased.

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