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Comfort your online customer: quality, trust and loyalty on the internet

Comfort your online customer: quality, trust and loyalty on the internet In e‐commerce, loyal customers are considered extremely valuable. Loyalty is generally attributed to satisfaction with the quality of service. Since online transactions involve many uncertainties for the customer, trust is a condition for exchange. Trust in the electronic medium – here called “e‐trust” – is believed to increase online customer loyalty, but empirical confirmations are scarce. The present study empirically investigates the roles of service quality, satisfaction and trust in an e‐commerce context. In the study, e‐trust is found to directly affect loyalty. The e‐service quality dimension of assurance, i.e. trusting the merchant, influences loyalty via e‐trust and e‐satisfaction. Other e‐quality dimensions, such as ease of use, e‐scape, responsiveness, and customization influence e‐loyalty mainly indirectly, via satisfaction. Managerial implications and suggestions for further research are provided. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Managing Service Quality Emerald Publishing

Comfort your online customer: quality, trust and loyalty on the internet

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Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
0960-4529
DOI
10.1108/09604520410569784
Publisher site
See Article on Publisher Site

Abstract

In e‐commerce, loyal customers are considered extremely valuable. Loyalty is generally attributed to satisfaction with the quality of service. Since online transactions involve many uncertainties for the customer, trust is a condition for exchange. Trust in the electronic medium – here called “e‐trust” – is believed to increase online customer loyalty, but empirical confirmations are scarce. The present study empirically investigates the roles of service quality, satisfaction and trust in an e‐commerce context. In the study, e‐trust is found to directly affect loyalty. The e‐service quality dimension of assurance, i.e. trusting the merchant, influences loyalty via e‐trust and e‐satisfaction. Other e‐quality dimensions, such as ease of use, e‐scape, responsiveness, and customization influence e‐loyalty mainly indirectly, via satisfaction. Managerial implications and suggestions for further research are provided.

Journal

Managing Service QualityEmerald Publishing

Published: Dec 1, 2004

Keywords: Customer services quality; Customer loyalty; Trust; Electronic commerce; Customer satisfaction

References