Applying an extended E-S-Qual scale to assess the effects of e-service quality on online loyalty with customer satisfaction and perceived value as mediators

Authors:
Yang Hao-Erl;Cheng Wei-Jen;Chan Jia-Ying;Pan Bo-Chuan;Chen Chia-Shing
Affiliations:
Department of Business Management, Tatung University, Taipei, Taiwan;Department of Business Management, Tatung University, Taipei, Taiwan;Department of Business Management, Tatung University, Taipei, Taiwan;Department of Business Management, Tatung University, Taipei, Taiwan;Department of Business Management, Tatung University, Taipei, Taiwan
Venue:
ACACOS'10 Proceedings of the 9th WSEAS international conference on Applied computer and applied computational science
Year:
2010

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Abstract

The newly developed E-S-Qual scale was criticized by lacks of iterms referring to hedonic service elements. In order to establish a comprehensive and effective service quality scale in an online loyalty model, this study incorporated both utilitarian and hedonic e-service quality elements in the model. Hence, this study adds hedonic dimension to E-S-Qual scale to investigate e-service quality effect on e-loyalty. With an empirical data set including 234 valid cases collected on online survey, the proposed model was examined and used to test the effects of service quality on loyalty with customer satisfaction and perceived value as mediators. Our findings reveal that service quality not only directly affects loyalty, but also indirectly affects loyalty through customer satisfaction and perceived value. In addition, perceived value only has indirect effect on online loyalty.