General E-S-QUAL Scales Applied To Websites Satisfaction and Loyalty Model

Authors

Hao-erl Yang, Department of Business Management, Tatung University
Feng-Shii Tsai, Product Development Division Giantec Inc.

Abstract

This study considers E-S-QUAL and E-RecS-QUAL, the newly developed multiple-item scales for assessing electronic service quality (e-SQ) in E-commerce, as the antecedents to Website satisfaction and assesses their effects on online consumer satisfaction and loyalty. Using online survey data from those who had nonroutine encounters with Websites, this study examines and validates the effectiveness of the e-SQ in explaining the variance in the e-shoppers’ satisfaction and loyalty. The study results show that both E-S-QUAL and E-RecS-QUAL have strong and equal effects on satisfaction and loyalty, and all dimensions of these two constructs are important and influential factors to online satisfaction and loyalty. In addition, the mediating role of online satisfaction was assessed by using a structural equation modeling program when latent variables were included in the model. The findings constitute a contribution to, and extension of, the literature in the application of the e-SQ to Website service loyalty model and e-store management.

Recommended Citation

Yang, Hao-erl and Tsai, Feng-Shii (2007) "General E-S-QUAL Scales Applied To Websites Satisfaction and Loyalty Model," Communications of the IIMA: Vol. 7: Iss. 2, Article 12.
DOI: https://doi.org/10.58729/1941-6687.1040
Available at: https://scholarworks.lib.csusb.edu/ciima/vol7/iss2/12