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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 Quality – Emerald Publishing
Published: Dec 1, 2004
Keywords: Customer services quality; Customer loyalty; Trust; Electronic commerce; Customer satisfaction