Communications of the IIMA


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.