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E-S-Qual
APPLYING E-S-QUAL SCALE TO ASSESS THE
EFFECTS OF E-SERVICE QUALITY ON
E-LOYALTY WITH E-SATISFACTION AND
PERCEIVED VALUE AS MEDIATORS
Chia-Shing Chen
Prof. Hao-Erl Yang)
Thesis for Master of Business Administration
Department of Business Management
Tatung University
July 2008
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APPLYING E-S-QUAL SCALE TO ASSESS THE
EFFECTS OF E-SERVICE QUALITY ON E-LOYALTY
WITH E-SATISFACTION AND PERCEIVED VALUEAS MEDIATORS
E-S-Qual
A THESIS SUBMITTED TO
THE FACULTY OF THE GRADUATE SCHOOL OF
MANAGEMENT OF
TATUNG UNIVERSITY
IN PARTIAL FULFILLMENT OF THE REQUIREMENT
FOR
THE DEGREE OF MASTER
OF BUSINESS ADMINISTRATION
BY
Chia-Shing Chen
JULY 2008
TAIPEI, TAIWAN, REPUBLIC OF CHINA
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E-S-Qual
(SEM)
(SEM) AMOS 6.0
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ABSTRACT
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. Hence, this study adds hedonic dimension to E-S-Qual scale to investigate
e-service quality effect on e-loyalty.
Next, we used confirmatory factor analysis (CFA) to analyze a structural equation
model of e-service qualitye-loyalty. In addition, we examined the model and estimated
the effects of all predictors on e-loyalty in the model. This investigation took consumers
with online shopping experience as the subjects of the study. We collected data through
online questionnaire, and adopted AMOS 6.0 to analyze a structural equation model and
to estimate relationships among all dimensions.
The results indicate that positive paths exist on the chain of e-services quality and
on-line satisfaction and on-line loyalty. On the other hand, e-service quality shows a
significant positive impact on customer perceived value. Finally, consumer loyalty was
found to be most significantly affected by e-service quality. For managers, e-loyalty is the
key factor essential to the website success.
Keywords: E-service quality; Perceived value; On-line satisfaction; On-line loyalty
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ACKNOWLEDGEMENTS
This student would like to express his greater gratitude to all those who have helped
directly and indirectly in completing his thesis.
To begin with, this student would like to appreciate his advisor, Prof. Hao-Erl Yang
, for his guidance and encouragement during the entire period of this research.
Besides, his advisor also teaches him to write a paper in the right way and right direction.
Secondly, appreciative acknowledgment is given to his thesis committees
members, Prof. Kun-Huang Yehand Prof. Chia-Chun Tung, for giving
his many valuable suggestions and comments about his thesis.
Thirdly, this student would tender his gratitude to his loving family, his father and
mother, Tien-Fu Chenand Li-Chuan Chang, his sister, Chin-Nuan
Chen, Chin-Ying Chen, and his brother, Chun-Hao Chen
, and his girl friend Pei-Yun Hsu, for their everlasting love and emotional
support. Without their encouragement and help, this student cannot complete this thesis.
Most important of all, special acknowledgment must be given to hi friend,
Ching-Ti Pan, Pei-Ju Tung, Chan Hsueh, Wen-Hui Huang
, Sin-Lun Tsai, Chung-Ting Wang, Chun-Yao Lin
, Chin -Yi Huang, Shih-Min Wang, Chun-Wei Li
, Chia-Hao Kuo, and all of his dear classmates for helping his complete this
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research and obtain a rich graduate school life. What she wants to tell them is she will not
forget the life in Tatung University, where they shared and supported each other. For all
the people mentioned above, thank you again.
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TABLE OF CONTENTS
ABSTRACT IN CHINESE ......................................................................... iii
ABSTRACT IN ENGLISH..........................................................................iv
ACKNOWLEDGEMENTS ..........................................................................v
TABLE OF CONTENTS............................................................................ vii
LIST OF ILLUSTRATION..........................................................................ix
LIST OF TABLE............................................................................................x
CHAPTER 1 ...................................................................................................1
INTRODUCTION..........................................................................................1
1.1 Research Background and Motivation ..............................................................1
1.2 Research Objective ..............................................................................................3
1.3 Research Procedure .............................................................................................4
CHAPTER 2 ...................................................................................................5
LITERATURE REVIEW .............................................................................5
2.1 E-services ..............................................................................................................5
2.2 E-service Quality..................................................................................................6
2.3 Perceived Value ..................................................................................................12
2.4 On-line Satisfaction............................................................................................14
2.5 On-line Loyalty...................................................................................................15
CHAPTER 3 .................................................................................................17
RESEARCH METHODOLOGY...............................................................17
3.1 Research Framework.........................................................................................17
3.2 Research Hypotheses .........................................................................................18
3.3 Operational Definitions of Variables ...............................................................20
3.4 Questionnaire design .........................................................................................22
3.5 Sampling Method ...............................................................................................26
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3.6 Analysis Method.................................................................................................26
CHAPTER 4 .................................................................................................29
DATA ANALYSIS.......................................................................................29
4.1 Description of Data ............................................................................................29
4.2 Structural Equation Modeling..........................................................................30
CHAPTER 5 .................................................................................................40
CONCLUSIONS AND SUGGESTIONS...................................................40
5.1 Conclusions.........................................................................................................40
5.2 Managerial Implications ...................................................................................42
5.3 Research Limitation and Future Directions of Research...............................44
BIBLIOGRAPHY........................................................................................46
Vita ................................................................................................................52
APPENDIX...................................................................................................53
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ILLUSTRATIONS
Figures Page
1. Research Procedure .......................................................................................................4
2. Research Framework...................................................................................................18
3. Research Model ............................................................................................................32
4. Paths of Research Model .............................................................................................37
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TABLES
Table Page
1. Operational Definitions of Variables ..........................................................................21
2. Measurement Items of Perceived Value .....................................................................23
3. Measurement Items of E-service Quality...................................................................24
4. Measurement Items of On-line Satisfaction ..............................................................25
5. Measurement Items of On-line Loyalty .....................................................................26
6. The Sample Characteristics ........................................................................................29
7. Eliminated Higher Variables of M.I. ..........................................................................31
8. The Tests of Reliability of The Constructs.................................................................33
9. Discriminant Validity...................................................................................................33
10. Results From Test on Validity ...................................................................................35
11. Goodness-of-Fit Measures .........................................................................................36
12. Hypothesis Test Results .............................................................................................37
13. Examining Effects on On-line Loyalty.....................................................................38
14. Mediation Effect.........................................................................................................38
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CHAPTER 1
INTRODUCTION
1.1 Research Background and Motivation
As the Internet flourishing, many traditional retailers believe that the Internet is a
new marketing channel. In daily business activities, the information and communication
technologies are rapid expansion to become the most important long-term trend in the
business world (Rust, 2001). To face this trend, more and more companies gradually
through the Internet to engage in commercial activities. At present, there are many
businesses through the Internet to provide products and services to consumers.
According to The trend of Taiwan's electronic store development in 2007
reported by the Market Intelligence Center (MIC), Taiwans market scale of online
shopping reached NT $252.9 billion in 2008, of which B2C about NT $138.4 billion, C2C
about NT $114.5 billion (Electronic Commerce Times, 2008). Accordingly, especially for
the provision of products and services forecasted a large growth potential via the Internet
(Evanschitzky et al., 2004). How this potential can be exploited sufficiently depends
largely on the Internet retailers ability to meet customers expectations in the virtual
shopping environment (Zeithaml et al., 2002). For consumers shopping on the Internet,
for online retailers to provide service quality is a very important thing. In addition,
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measuring of e-service quality has become a very important issue to e-retailers who want
to retain their customers.
According to Meuter et al. (2000), it is notable that the number of online customers
with dissatisfied experience such as service breakdowns, lost orders, or inadequate
complaint handling. These unsatisfying service encounters cause annual Web sales losses
of several billion dollars per year (Rust and Lemon, 2001). In view of this, that the
e-retails developed new sales channel at the same time is the best way to understand what
customers real demand in the Internet shopping? And how do consumers assess e-service
quality.
Therefore, management of e-service quality for online retailers became an
important challenge. Currently, the e-service quality scale mainly focuses on
goal-oriented shopping behavior, but there has been no further discussion on the
enjoyment quality dimensions of e-service quality. These scales do not fully include all of
consumers quality evaluation dimensions. In order to establish a comprehensive and
effective service quality management, this study incorporates both utilitarian and hedonic
e-service quality elements and intends to provide a sound and comprehensive conceptual
framework to analyze the overall of e-service quality.
Finally, this study uses utilitarian and hedonic dimensions to measure e-service
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quality. Besides, we want to know how consumers to assess the e-service quality.
E-retailers can effectively provide sound e-service quality to consumers to achieve their
perception well.
In addition, this study hopes to provide a guide to those interested in online
shopping in the future. Therefore, enhancing e-service quality standards can increase
online satisfaction, perceived value and loyalty. We also hope that the development of
e-services quality will have a strong benefit in the future.
This investigation took consumers with shopping experience on the Internet as the
subjects of study. They have to within transaction framework of the B to C (business to
consumer). We collect data through the online questionnaire, and adopt AMOS 6.0 to
analyze a structural equation modeling (SEM) and to find out the relationship among all
dimensions.
1.2 Research Objective
The objectives of this study are as follows:
1. To explore the effects of e-service quality on on-line satisfaction and customer
perceived value.
2. To explore the effects of on-line satisfaction and customer perceived value on on-line
loyalty.
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3. To investigate the mediating effect of on-line satisfaction and perceived value in the
model.
1.3 Research Procedure
According to the research motives and objectives mentioned above, the research
procedure is presented in Figure 1.
Identifying Research Motivation and Objectives
Collecting and Exploring Related Literature
Establishing Research Scope and Framework
Proposing Research Hypotheses Questionnaire Design
Pretesting and Revising Questionnaire
Data collection and Analysis
Conclusions and Suggestions
Figure 1. Research Procedure
Source: This study.
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CHAPTER 2
LITERATURE REVIEW
The objective of this chapter is to review past researches in order to know the
issues of this study. Therefore, we will collect literature on online shopping and service
quality. First of all, we defined e-service to understand about buying and selling of online
transaction activity. Next, we introduced e-services quality. Thirdly, we made a
description of customer perceived value. Fourthly, we argued that On-line Satisfaction.
Finally, we stated that On-line Loyalty.
2.1 E-services
A review of the relevant literature reveals that there are various approaches to
conceptualize e-services. Rust and Lemon (2001) describe e-service as providing
consumers have a superior experience to respect the interactive flow of information.
Grnroos et al. (2000) provide a more different definition in proposing the so-called
NetOffer model, according to which online services can be divided into a functional
dimension (what is delivered in terms of service outcome) and a technical dimension
(how is it delivered in term of service process). Yet, to fully capture all dimensions of an
e-service the functional/technical approach has to be expandedby taking into account an
additional dimension comprising all aspects that take place before the actual delivery of
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the service. Consequently, we suggest that a complete definition should cover all cues and
encounters that occur before, during and after the electronic service delivery (Bauer et al.,
2005; Parasuraman et al., 2005; Zeithaml et al., 2002).
2.2 E-service Quality
As electronic services have different ways of conceptualizing, in the previous study
efforts to measure the e-service quality will have different approaches and outcomes.
Therefore, measure e-service quality is difficult work. This study will introduce
dimensions and elements of e-service quality, after conducting to measure of e-service
quality. The following will discuss with e-service quality to divide into utilitarian and
hedonic of e-service quality.
2.2.1 Utilitarian E-service Quality:
Juran and Gryna (1970) suggest four quality dimensions: capability (does the
product perform as expected), availability (is the product usable when needed), reliability
(is the product free from failure) and maintainability (is the product easy to repair when
broken). These quality dimensions of products and services are reflected in many of the
following quality scales. Therefore they may serve as helpful starting points for
substantiating a quality concept for e-services.
Barnes and Vidgen (2001) draw upon the SERVQUAL model in order to generate
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a pool of quality items. Based on an analysis in the field of online book trade, the authors
extract five key dimensions each of which encompasses two subdimensions: tangibles
(aesthetics, navigation), reliability (reliability, competence), responsiveness
(responsiveness, access), assurance (credibility, security) and empathy (communication,
understanding the individual).
Van Riel et al. (2001) propose a classification of service components which is
based on Grnroos et al. (2000) suggested that technical/functional quality framework
and comprises the following aspects: core services, facilitating services, supporting
services, complementary services, and user interface.
Wolfinbarger and Gilly (2003) examine the dimensionality of service quality in
Internet retailing. By means of exploratory and confirmatory factor analysis four quality
dimensions emerge: fulfillment/reliability, Web site design, customer service and
security/privacy.
Based on the explorative study by Zeithaml et al. (2002), Parasuraman et al. (2005)
provide the most comprehensive work on e-service quality so far. They empirically test a
multiple item scale (E-S-QUAL) for assessing service quality of online shopping
providers. Their findings correspond to the insights of their explorative study: two
different scales are necessary to measure electronic service quality.
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The E-S-QUAL scale addresses core service quality aspects and consists of four
quality dimensions (efficiency, fulfillment, system availability and privacy). Additionally,
the E-RecS-QUAL scale is proposed to be relevant when customers face nonroutine
encounters during the online-shopping process which are related to service recovery like
product returns, dealing with problems, etc. (Parasuraman et al., 2005). The
E-RecS-QUAL scale is composed of three quality dimensions (responsiveness,
compensation and contact).
The E-core Service Quality Scale (E-S-QUAL) includes 4 constructs: (1)
Efficiency (2) Fulfillment (3) System availability and (4) Privacy.
(1) Efficiency: The ease and speed of accessing and using the site. Davis (1989) believed
customers will assess a website according to its influences on how they can use the
website to efficiently complete the tasks.
(2) Fulfillment: The extent to which the website promise about order delivery and item
availability are fulfilled. Wolfinbarger and Gilly (2002) discovered that fulfillment and
reliability are the most important predictive factors of customer satisfaction and quality,
and the second important predictive factors of customer loyalty and repurchase.
(3) System Availability: The correct technical functioning of the site. In system design
quality, systematic hyperlinks, customizable search functions, quick link to other websites
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and easy server debug functions should be provided (Liu and Arnett, 2000).
(4) Privacy: The degree to which the site is safe and protects consumer information.
Privacy and security are the key factors in evaluating online services (Culnan, 1999).
Privacy is the protection of personal information from sharing with other websites of data
collected from the website and protection of anonymity. Security means that customers
are safe from frauds and risks of financial damage while using credit cards and revealing
other financial information on the website (Friedman et al., 2000).
2.2.2 Hedonic E-service Quality:
Although Parasuraman et al. (2005) stated that other experiential aspects such as
fun or pleasure do not fall within the conceptual domain of service quality because such
hedonic aspects are distinct benefits that may not be relevant in all contexts or to all
customers (p. 229). In complex e-service quality scale development process, some
authors still expressed concerns about the hedonic e-service quality (Bauer et al., 2006).
In the previous study, the eTailQ (Wolfinbarger and Gilly, 2003) and E-S-QUAL both
lack of items referring to hedonic service quality elements.
However, Babin et al. (1994, 2005) pointed that if shopping trips are assessed
solely on the utilitarian benefits of products or services attained, the numerous intangible
and emotional aspects related to a shopping experience are excluded. This idea is
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supported by implications from environmental psychology indicating that especially the
tangible/physical environment generates more emotional than cognitive customer
reactions during the service experience (Bitner, 1990).
For example Wakefield and Blodgett (1999) extend traditional service quality
research by empirically demonstrating that the design of the physical facilities (e.g. store
layout) and ambient factors (e.g. music) induce customers' affective responses. Therefore,
Bauer et al. (2006) proposed that emotional components should be incorporated when
assessing service quality in a retail context.
According to flow theory such feelings are aroused during electronic service
encounters especially by Internet characteristics such as multi-media, interactivity,
hypermediality and a high level of control during navigation (Childers et al., 2001;
Csikszentmihalyi, 1988; Hoffman and Novak, 1996). In fact, the reaction of finding fun
and enjoyment are the key to evaluate the e-service, and the flow experience is the major
determinants of the Internet usage behavior (Van Riel et al., 2001).
Despite the high reliability and validity of the developed eTailQ scale, the
elimination of quality items referring to hedonic aspects of online shopping has to be
criticized. Bauer et al. (2006) argued that not considering hedonic aspects of online
shopping (e.g. fun or enjoyment) is a major omission. Electronic service quality measures
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should integrate online shopping's potential entertainment and emotional value in order to
capture an online shopping activity fully. Transferring the idea of this quality criterion to
an electronic service context, characteristics like Web site design or fun and playfulness
of Web site usage become essential (Bauer et al., 2006).
In investigating the web satisfaction of web users, Eighmey (1997) indicated that
the entertaining value, informative value and ease of use are the major consideration of
users evaluating web satisfaction. Richmond (1996) believed that the entertaining value
of websites will attract web users to browse the website for a longer time and stimulate
their shopping desire. Therefore, the entertaining values of websites will surely affect the
shopping intentions of web users.
Finally, in order to acquire a comprehensive e-service quality scale, the study
contains utilitarian and hedonic of e-service quality. In our study, we use Parasuraman et
al. (2005) E-S-QUAL dimensions (Efficiency, Fulfillment and System Availability and
Privacy) and dimensions of hedonic quality to measure consumers perceived on the
quality of e-services. In view of this, this study hoped through the online shopper's
perspective to explore content and dimensions of e-service quality, which the online
shoppers are concerned about. As based on the e-services quality of measure in this study.
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2.3 Perceived Value
Perceived value in brick-and-mortar contexts has received much attention in recent
years (e.g., Parasuraman and Grewal, 2000; Sirohi et al., 1998; Sweeney, Soutar, and
Johnson, 1999). Indeed, Cronin et al. (2000) argued that the study of perceived value
(along with service quality and satisfaction) has dominated research in the services
literature. In addition, Fassnacht and Kse (2007) also explored the relationship between
e-service quality and customer perceived value in a virtual channel. Perceived value has
its root in equity theory, which considers the ratio of the consumers outcome/input to
that of the service providers outcome/input (Oliver and DeSarbo, 1988). In marketing
literature, value usually refers to a trade-off between quality and price (Varki and Colgate,
2001).
While a number of conceptual models of value have been put forward (e.g.,
Holbrook, 1994; Sweeney and Soutar, 2001), value is most typically presented as
acquisition, transaction, in-use, or redemption-based (see Parasuraman and Grewal, 2000;
Woodruff and Robert, 1997).
Parasuraman, Zeithaml, and Berry (1988) defined perceived value as the
consumers overall assessment of the utility of a product, based on perceptions of what is
received and what is given. It is the trade-off between a received benefit (i.e., the benefits
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that a buyer derives from a sellers offering) and a cost (i.e., the buyers monetary and
non-monetary costs in acquiring the offering).
Grewal, Monroe, and Krishnan (1998) separated perceived value into two
componentsacquisition and transaction value. They define the perceived acquisition
value as the perceived net gains from the products or services customers acquire, while
the perceived transaction value is defined as the perceived psychological satisfaction
gained from getting a good deal.
Customer value is the fundamental basis for all marketing activity. And high
value is one primary motivation for customer patronage (Holbrook, 1994). Thus,
customer value regulates behavioral intentions of loyalty toward the service provider as
long as such relational exchanges provide superior value (Sirdeshmukh et al., 2002).
Ravald and Grnroos (1996) suggested that value is regarded as an important
construct of relationship marketing, and one of the most successful competitive strategies.
Perceived value, as the most important measure of gaining a competitive edge, was
considered to be an important predictor and the key determinant of customer satisfaction
and loyalty (Petrick and Backman, 2002). The importance of perceived value in
e-commerce stems from the fact that it is easy to compare product features and prices
online (Anderson and Srinivasan, 2003).
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2.4 On-line Satisfaction
According to the results of psychological studies on satisfaction, Bailey and
Pearson (1983) defined customer satisfaction as the satisfaction in a given situation is
the summation of the feelings or attitudes of an individual under the influences of various
factors. E-satisfaction was defined as the contentment of the customer with respect to his
or her prior purchasing experience with a given electronic commerce firm (Anderson and
Srinivasan, 2003).
Szymanski and Hise (2000) proposed a model for measuring the influences on
e-satisfaction and defined e-satisfaction as the customers overall feeling of the online
shopping experience. With focus-group interview, Szymanski and Hise (2000) concluded
a priori four advance organizers for e-satisfaction, including convenience, product
offerings and product information, site design, and financial security. Results of empirical
studies indicated that convenience, product offerings and product information, and
financial security are significantly and positively correlated to e-satisfaction. Burke (2002)
also found that online shoppers were most satisfied with the convenience, product quality,
value provided, and product selection offered by the online shopping experience.
According to the study of Jeong, Oh, and Gregoire (2003), increasing customers
satisfaction with website information through high quality product provisions has a
significant positive influence on customers intention to make a reservation online. In
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addition, Fassnacht and Kse (2007) also found that e-service quality and satisfaction
have strong correlation for the e-service quality research.
2.5 On-line Loyalty
In the context of service industries, customer loyalty is the feeling of attachment to
or affection for a companys people, products, or services that will directly influence
customer behavior (Jones and Sasser, 1995).
Griffin (1998) proposed customer loyalty has four characteristicsrepeat
purchasing frequently, purchasing other products or services that the company provided,
building word-of-mouth, and a resistance to promotion that other competitors follow out.
Moreover, Sirohi et al. (1998) mentioned that three measures for the store loyalty are:
willingness to repurchase, willingness to purchase more in the future, and willingness to
recommend the store to others. Sirdeshmukh et al. (2002) included four items measuring
the share of category wallet, intention to recommend, and likelihood of repeat purchase.
De Wulf and Odekerken-Schroder (2003) measured behavior loyalty by purchasing
frequency and expenditure amount.
The importance placed on on-line satisfaction and loyalty has increased because of
the competitive nature of the on-line market, fueled by the increase in the number of
on-line retailers and service providers (Rodgers, Negash, and Suk, 2005). Cyr et al. (2005)
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defined e-Loyalty as intention to revisit a website or to purchase from it in the future.
Flavian, Guinaliu and Gurrea (2005) suggested online loyalty or e-Loyalty has been
conceived as a consumers intention to buy from a website, and that consumers will
not change to another website.
Srinivasan, Rolph, and Kishore (2002) proposed 8 factors (8C) affecting e-loyalty
included: Customization, Contact interactivity, Care, Community, Convenience,
Cultivation, Choice and Character. Srinivasan et al. (2002) discovered that after
consumers became loyal to a particular e-store, they will give positive word of mouth, be
glad to recommend it to others, and have a higher price tolerance.
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CHAPTER 3
RESEARCH METHODOLOGY
Based on the purposes of this study, we built the research framework and conduct
the relevant literature to have the research hypotheses. Next, we show the main subjects
of this study and collected data through the internet to validate the hypothesis. The related
research methodology is showed as follows:
3.1 Research Framework
This research framework is based on Fassnacht and Kse (2007) model. This
framework puts forward that e-service quality have effects on on-line satisfaction and
perceived value, and which in turn influence on-line loyalty. Additionally, this study
examines the mediation effects of on-line satisfaction and perceived value the on on-line
loyalty. This study presents the research framework in Figure 2.
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On-line Satisfaction
On-line LoyaltyE-service Quality
Perceived Value
H1
H2
H4
H5H3
Figure 2. Research Framework
Source: This study.
3.2 Research Hypotheses
This proposition is also tested in online settings, and most studies indicated that
service quality will positively effect on satisfaction (Devaraj et al., 2002Rodgers et al.,
2005). Fassnacht and Kse (2007) also strongly supports e-service quality has positively
impact on on-line satisfaction. It is hypothesized that:
H1 E-service quality will have a positive effect on on-line satisfaction.
The importance placed on on-line loyalty has increased because of the competitive
nature of the on-line market, fueled by the increase in the number of on-line retailers and
service providers. Now, it is easier and less costly for consumers to search for more
product information and to comparison shop to arrive at a purchase decision, and makes
more important for marketers to build and maintain e-service quality (Rodgers et al.,
2005). Zeithaml et al. (2002) proposed that e-SQ affected satisfaction, intent to purchase,
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and purchase. Research evidence suggested the importance of e-SQ to purchase, and e-SQ
is a key driver of repeat purchases from Websites. Fassnacht and Kse (2007) also
pointed that e-service quality has a positively effect on on-line loyalty. It is proposed that:
H2 E-service quality will have a positive effect on on-line loyalty.
Currently, service quality literature generally agreed that service quality will have a
positive direct effect on perceived value (e.g., Cronin et al., 2000). In addition to,
Fassnacht and Kse (2007) argued that e-service quality was more sound would make
customer have higher perceived value. Based on these comments, this study suggests the
following:
H3 E-service quality will have a positive direct effect on perceived value.
The behavioral dimension of loyalty is related to repeated product purchase or
purchase intention (e.g., Kuehn, 1962). Reichheld and Sasser (1990) proposed that
increasing customer loyalty can increase customers loyalty in the future. Most studies on
the relationship between consumer satisfaction and loyalty consistently support that these
two constructs are strongly related (Fornell, 1992). Similarly, studies on on-line
satisfaction have found a positive relationship between on-line satisfaction and on-line
loyalty (Anderson and Srinivasan, 2003; Devaraj et al., 2002; Yang and Peterson, 2004;
Rodgers et al., 2005). Fassnacht and Kse (2007) also show that increasing customers
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on-line satisfaction will help to enhance customers on-line loyalty. It is hypothesized
that:
H4 On-line satisfaction will have a positive direct effect on on-line loyalty.
Zeithaml (1988) proposed that customer perceived value is the main factor in
determining customer loyalty. When customer has higher perceived quality on a product
or service the value increased and will promote customers willingness in repurchasing.
Chang and Wildt (1994) proposed that customer-perceived value has been found to be a
major contributor to purchase intention. Fassnacht and Kse (2007) also argued that
perceived value have a positive direct effect on on-line loyalty. It is hypothesized that:
H5 Perceived value will have a positive effect on on-line loyalty.
3.3 Operational Definitions of Variables
Variables of this study include: e-service quality, perceived value, on-line
satisfaction, and on-line loyalty. The operational definitions and measurement constructs
of variances are shown in Table 1.
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Table 1. Operational Definitions of Variables
Constructs Operational Definitions of VariablesMeasurement
DimensionsReferences
Customers can easy and fast to accessand use the site.
Efficiency
The site provides technical function is
effective and correct.
System
Availability
The e-retailer can correctly complete
services commitment and deliveryproduct to customer on time.
Fulfillment
The degree to which the site is safe and
protects consumer information.Privacy
On-line
Service
Quality
The extent to which individual
perceived pleasure, enjoyment in the
on-line shopping process.
Enjoyment
zParasuraman etal. (2005)
zChilders et al.(2001)
Customer
Perceived
Value
A difference between total benefits and
total sacrifices perceived by consumer's
overall assessment purchasing a product
or service of the utility.
zParasuraman,Zeithaml, and
Berry (1988)
On-line
Satisfaction
Customer satisfied with e-retailer prior
purchasing experience of overall
feeling.
zAnderson andSrinivasan (2003)
Source: This study.
zSzymanski andHise (2000)
On-line
Loyalty
Customer use frequency of this site,
intention to recommend, and likelihood
of repurchase from this site's product in
the future.
zSirdeshmukh etal. (2002)
zCyr et al. (2005)
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3.4 Questionnaire Design
3.4.1 Pretest
Before the formal distribution questionnaire, we do pre-test to understand subjects
whether confused the theme of questionnaire. First of all, there are 30 postgraduates of
Business of graduate schools join the pretest. After collected subjects opinion, we
modified these unclear items and adjusted these statistic verification items. Finally, we
refined and finalized the appearance and format of the questionnaire.
3.4.2 Formal Questionnaire
This study collected data through the structure questionnaire. According to the
framework and hypothesis of research, we designed the questionnaire (as shown in
Appendix A). We used the seven point Likert scale to assess degree of all items where 7
is strongly agree and 1 is strongly disagree. The questionnaire contents as described
follow.
1. Perceived Value
Perceived value was measured attitude of customers on the website. We adapted
from Parasuraman et al. (2005) to develop this studys measurement scale. The
measurement items of perceived value are shown in Table 2.
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Table 2. Measurement Items of Perceived Value
Construct Measurement Items1. The prices of the products and services available at
this site are economical.
2. The overall convenience of using this site.
3. The extent to which the site gives me a feeling of
being in control.
Perceived Value
4. Overall, shopping on this Web site is valuable and
worth it.
Source: Parasuraman, A., V. A. Zeithaml, and A. Malhotra. E-S-QUALa multiple-itemscale for assessing electronic service quality. Journal Service Reserch 7, no.3 (2005):
231.
2. E-service Quality
Measurement e-service quality includes 5 dimensions. We adapted from
Parasuraman et al. (2005) proposed that E-S-QUAL scale and Childers et al. (2001) study
to develop this studys measurement scale. The measurement items of e-service quality
are shown in Table 3.
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Table 3. Measurement Items of E-service Quality
Construct Dimensions Measurement Items
1. This site makes it easy to find what I need.
2. It makes it easy to get anywhere on the site.
3. It enables me to complete a transaction quickly.
4. Information at this site is well organized.
5. It loads its pages fast.
6. This site is simple to use.
7. This site enables me to get on to it quickly.
Efficiency
(EFF)
8. This site is well organized.
1. This site is always available for business.
2. This site launches and runs right away.
3. This site does not crash.
System
availability
(SYS) 4. Pages at this site do not freeze after I enter my order
information.
1. It delivers orders when promised.
2. This site makes items available for delivery within a
suitable time frame.
3. It quickly delivers what I order.
4. It sends out the items ordered.
5. It has in stock the items the company claims to have.
6. It is truthful about its offerings.
Fulfillment
(FUL)
7. It makes accurate promises about delivery of products.
1. It protects information about my Web-shopping behavior.
2. It does not share my personal information with other sites.
Utilitarian
E-S-Qual
Privacy
(PRI)3. This site protects information about my credit card.
1. Shopping on the Web site would be fun for its own sake.
2. Shopping on the Web site would make me feel good.
3. Shopping on the Web site would be boring.
4. Shopping on the Web site would involve me in the
shopping process.
5. Shopping on the Web site would be exciting.
6. Shopping on the Web site would be enjoyable.
7. Shopping on the Web site would be uncomfortable.
Hedonic
E-S-Qual
Enjoyment
(ENJ)
8. Shopping on the Web site would be interesting.
Source: Parasuraman, A., V. A. Zeithaml, and A. Malhotra. E-S-QUALa multiple-itemscale for assessing electronic service quality. Journal Service Reserch 7, no.3 (2005):
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Table 5. Measurement Items of On-line Loyalty
Construct Measurement Items
1. I say positive things about this site to other people.
2. I will recommend this site to someone who seeks my advice.
3. I will encourage friends and others to do business with this site.
4. I will consider this site to be my first choice for future
transactions.
On-line Loyalty
5. I will do more business with this site in the coming months.
Source: Parasuraman, A., V. A. Zeithaml, and A. Malhotra. E-S-QUALa multiple-item
scale for assessing electronic service quality. Journal Service Reserch 7, no.3 (2005):
231.
3.5 Sampling Method
The research subjects in this study were those who have experience on website.
Participants were asked to recall a recently used online shopping provider and refer to that
provider regarding their answers (Parasuramanet al., 2005). This study used online
questionnaire to collect data. We are not only posted the questionnaires on discussion
zone, but also used e-mail to send the website of questionnaires.
A total of 250 questionnaires were returned, and 10 surveys were unusable due to
answering the same scale (all answered 4) during April 5 through April 20, 2008.
Therefore, the final useful sample contained 240 respondents.
3.6 Analysis Method
1. Descriptive statistics:
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Descriptive analysis refers to the transformation of the raw data into a form that
will make them easy to understand and interpret by rearranging, ordering, and
manipulating data to provide descriptive information.
2. Reliability analysis
The internal reliability refers to the internal consistency of the items within a
questionnaire. The Cronbachs is most widely used when measures have multi-scored
items. Nunnally and Bernstein (1994) suggested that Cronbachs greater than 0.7
indicates minimum acceptable reliability for research.
3. Confirmatory factor analysis:
We adopted AMOS 6.0 statistical package to test CFA and showed standard model
evaluation criteria, and test convergent validity. Discriminant validity was evaluated for
all construct pairs by examining the observed correlation of the constructs.
4. Structural equation model:
The present study adopted AMOS 6.0 statistical package to test the construct of
matched statistical model and explore several standard model evaluation criteria.
The hypotheses presented earlier were tested within a structural equation modeling
(SEM) framework using AMOS 6.0. Structural equation analyses has been widely applied
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in the social sciences and marketing literature. The structural equation model consists of
two parts: the measurement model and the structural model. The measurement model
considers the adequacy of the various measures used for theoretical constructs employed
in the study. The structural model specifies the relationships between the various
constructs. The SEM methodology incorporates these two models to ascertain the fit
between the variance-covariance matrix observed in the sample data and that implied by
the theoretical or research model.
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CHAPTER 4
DATA ANALYSIS
4.1 Description of Data
This study used online questionnaire to collect data. A total of 250 questionnaires
were returned, and the final useful sample was 240 respondents. The recovery rate of
questionnaires is 96%. Description of the basic data of valid samples in Table 6:
Table 6. The Sample Characteristics
Demographic Total Percentage (%)Item
Male 142 59.17%Gender
Female 98 40.83%
Below 20 43 17.92%
21-30 186 77.50%Age
31-40 11 4.58%
Free Lance 8 3.33%
Service Industry 28 11.67%
Manufacturing Industry 10 4.17%
Public Servant 11 4.58%
Business 32 13.33%
Student 148 61.67%
Occupation
Other 3 1.25%
Below High School 1 0.41%
College 10 4.17%
University 172 71.67%Education
Graduate School 57 23.75%
Single 221 92.08%Marital Status
Married 19 7.92%
Below 5,000 62 25.83%
5,001-10,000 92 38.33%
10,001-30,000 58 24.17%Dispensable Income
Over 30,001 28 11.67%
Source: This study.
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Description of the basic data of valid samples is as follows: The percentage of
female samples (40.83%) is less than male (59.17%); the age is concentrated from 21 to
30 years old (77.5%); most samples are at university of education (71.67%); the number
of occupation is students (61.67%); marital status is mainly single (92.08%); Finally, the
dispensable income concentrated in $5001 to $10,000 dollars (38.33%).
4.2 Structural Equation Modeling
Based on Fassnacht and Kses (2007) model of e-service quality this study
proposed an integrated model including one the independent variable, e-service quality,
two mediating variables, on-line satisfaction and perceived value, and one dependent
variable, on-line loyalty. The data-analysis procedure consisted of two stages, according
to Anderson and Gerbing (1988). In the first stage, we used confirmatory factor analysis
(CFA) to analyze the construct reliability, discriminant validity, and convergent validity.
In the second stage, we used structural equation modeling (SEM) to examine the
goodness-of-fit of structural model and estimated the effect of paths.
In addition, based on the steps suggested by Sethi and King (1994) this study
improves the goodness of fit of the proposed model:
First, we eliminated the variables with factor loadings less than 0.6.
Second, when the standard of model fitting below acceptable range, then we eliminated
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that the higher modification indices (M.I.). Especially the modification indices (M.I.) is
more than 5 value, we considered this item should be eliminated (Joreskog and Sorbom,
1986).
Based on the above comments, this study found that eliminated online satisfaction
of number 4 and 6 items may improve the overall goodness of fit standards of model.
Table 7. Eliminated Higher Variables of M.I.
Eliminated Items Factor loadings M.I.
Item 4 of On-line Satisfaction 0.166 SAT6
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Figure 3. Research ModelSource: This study.
4.2.1 Measurement Model
1. Construct reliability
This study used SPSS 14.0 for Windows to calculate the reliabilities of constructs.
The constructs of all reliabilities are above the level of 0.7 (Nunnally and Bernstein,
1994). The test result shows as Table 8:
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Table 8. The Tests of Reliability of The Constructs
Constructs Dimensions Scale Items Cronbach
Perceived Value 4 0.868
Efficiency 8 0.919
System 4 0.780
Availability Fulfillment 7 0.929
Privacy 3 0.873
E-service Quality
Enjoyment 8 0.821
On-line Satisfaction 4 0.840
On-line loyalty 5 0.909
Source: This study.
2. Discriminant validity
This study based on Anderson and Gerbing (1988) proposed that confidence
interval test to evaluate discriminant validity. According to the correlation of construct
pairs added or subtracted two standard error of confidence interval. To the extent that the
results did not include 1.0, this test provided evidence of discriminant validity. It is shown
in Table 9.
Table 9. Discriminant Validity
Confidence Interval Is there discriminate validity?Construct Pair
E-SQE-SAT 0.768~0.916 Yes
E-SQE-LOY 0.612~0.816 YesE-SQPV 0.698~0.946 Yes
E-SATE-LOY 0.669~0.861 Yes
E-SATPV 0.607~0.875 Yes
PVE-LOY 0.440~0.736 Yes
Source: This study.
3. Convergent validity
When we measured the same constructs by different indicators, there is the strong
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relationship between the constructs, called convergent validity. The convergent validity
generally tested by t test. If all of t values are above 3.29, it presented that this study had
convergent validity (Fornell and Larcker, 1981). The indictor of this model was described
in Table 10.
4. Variance extracted
After we used AMOS 6.0 to conduct the CFA to computed the variance extracted
values of each construct. This study all of variance extracted value are above 0.5 (Fornell
and Larcker, 1981). It is shown in Table 10.
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Table 10. Results From Test on Validity
Constructs and Dimensions
Standardized factor
loading Standard Error t value*
Variance
Extracted
Perceived Value (PV) 0.638
PV1 0.656 0.067 9.79
PV2 0.815 0.045 18.11
PV3 0.884 0.030 29.47
PV4 0.823 0.029 28.38
E-service Quality (E-SQ) 0.618
Efficiency (EFF) 0.868 0.033 26.30
System availability (SYS) 0.743 0.056 13.27
Fulfillment (FUL) 0.882 0.027 32.67
Privacy (PRI) 0.608 0.055 11.05
Enjoyment (ENJ) 0.798 0.029 27.52
On-line Satisfaction (SAT) 0.577
SAT1 0.853 0.028 30.46
SAT2 0.573 0.067 8.55
SAT3 0.726 0.062 11.71SAT5 0.851 0.033 25.79
On-line Loyalty (E-LOY) 0.662
LOY1 0.896 0.025 35.84
LOY2 0.900 0.028 32.14
LOY3 0.844 0.043 19.63
LOY4 0.690 0.055 12.55
LOY5 0.714 0.055 12.98
*: p
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According to Hu and Benler (1999) proposed that standard of model fitting, we
know the results of analysis suggested that a reasonable level of fit of the model. It is
shown in Table 11.
Table 11. Goodness-of-Fit Measures
Indices Results
1. Goodness of fit standards of model
1. Is there no negative error variance? No
2. Is error variance significant? Yes
3. Are all factor loadings between 0.5 and 0.95? Yes
2.Goodness of fit standards of model (external quality)
1. Is the ratio of Chi-square value and degree of freedom smaller
than 3?(2/DF
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On-line Satisfaction
On-line LoyaltyE-service Quality
Perceived Value
0.851
0.830
0.292
0.565
-0.067
Figure 4. Paths of Research Model
Source: This study.
Table 12. Hypothesis Test Results
Research
HypothesisPath
Expected
SignEstimate t-value Results
H1E-service QualityOn-line Satisfaction
0.851** 8.393 Supported
H2
E-service Quality
On-line Loyalty 0.292 1.787Not
supported
H3E-service Quality
Perceived Value 0.830** 11.693 Supported
H4On-line Satisfaction
On-line Loyalty 0.565** 4.202 Supported
H5Perceived Value
On-line Loyalty -0.067 Not-0.625
supported
**p
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On-line satisfaction has a positively effect on on-line loyalty. Hence, Hypotheses 4
is supported. The test of H5 produces a surprising result: an insignificant negative effect
of perceived value on on-line loyalty. As we hypothesized a positive effect, H5 is not
supported.
Table 13. Examining Effects on On-line Loyalty
Path Direct Effect Indirect Effect Total Effect
E-service Quality On-line Satisfaction 0.851** --- 0.851
E-service Quality On-line Loyalty 0.292 0.425** 0.717E-service Quality Perceived Value 0.830** --- 0.830On-line Satisfaction On-line Loyalty 0.565** --- 0.565Perceived Value On-line Loyalty -0.067 --- -0.067**p0.05). But the on-line satisfaction is
mediation variable. The on-line satisfaction also cause mediator on between e-service
quality and on-line loyalty, and indirect effect is 0.425; total effect is 0.717. Thus, on-line
satisfaction is mediates the relationship between e-service quality and on-line loyalty.
Table 14. Mediation Effect
Confidence Interval Is there mediation effect?Construct Pair
E-SQE-SAT --- No
E-SQE-LOY 0.039~0.761 Yes
E-SQPV --- No
E-SATE-LOY --- No
E-SATPV --- No
PVE-LOY --- No
Source: This study.
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According to the method proposed by Shrout and Bolger (2002), we assess the
mediation effects of on-line satisfaction and perceived value on on-line loyalty. We based
on the construct pairs of confidence interval to test if it has a mediation effect. To extent
that the results did not include 0, this test provided evidence of mediation effect. It is
shown in Table 14.
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CHAPTER 5
CONCLUSIONS
5.1 Conclusions
This study compared two newly developed scales in the literature, that is, the
eTailQ scale developed by Wolfinbarger and Gilly (2003) and the E-S-Qual scale by
Parasuraman et al. (2005) and combined hedonic quality dimension in an integrated
model.. Thus, this study provides a comprehensive e-service quality dimensions. We hope
can help e-retailer to evaluate customer service experience with a basis of comprehensive
measures.
According to the findings of the empirical data analysis, we get the conclusions of
this study as follows:
1. Influence of e-service quality on on-line satisfaction.
The e-services quality includes five quality dimensions: efficiency, fulfillment,
system availability, privacy, and enjoyment. The results found that e-service quality has a
significant positively effect on on-line satisfaction. It means that the better e-service
quality, the more on-line satisfaction of the site. The importance of five quality
dimensions is following: fulfillment, efficiency, enjoyment, system availability, privacy.
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2. Influence of on-line satisfaction on on-line loyalty.
This study found that on-line satisfaction has significant positively effect on on-line
loyalty. It means the higher on-line satisfaction with website can increase on-line loyalty.
The result of this study is consistent with that found by Yang and Peterson (2004).
Therefore, if e-retailers can provide the sound e-service quality to increase on-line
satisfaction, it would enhance customer uses frequency of this site, intention to
recommend, and likelihood of repurchase from this site in the future.
3. Influence of e-service quality on on-line loyalty.
Therefore, the e-retailers provided service quality to improve customer toward
website on-line loyalty by increasing on-line satisfaction. Hence, to e-retailer provided
that extremely sound e-service quality is the best way of to maintain between with
customer relationship.
The literature of this study has been emphasized that important of e-service quality.
All of three comments, we found our conclusions accord with previous studies (Fassnacht
and Kse, 2007). We get the relationship that e-service quality on-line satisfaction
on-line loyalty.
4. Influence of e-service quality on perceived value.
The e-service quality have a significantly positively effect on perceived value. It
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shows that the e-retailers provide well e-service quality can enhance the customer
perceived value.
5. Influence of perceived value on on-line loyalty.
The perceived value have no significantly positively effect on on-line loyalty. It
shows that the higher customer perceived value doesnt enhance customers on-line
loyalty.
In addition, we get the following mainly conclusions by integrating the sample
analysis results.
1. In terms of consumers education, most respondents have at least university degree
(71.67%), suggesting that customers with higher education have more willingness to
using online purchase to consume.
2. In terms of age, the age is concentrated from 21 to 30 years old (77.5%), suggesting
that these consumers have more online purchase experience and can easily accept this
model of online purchase products at 21-30 years old more that other years old.
3. In terms of occupation, the number of occupation is students (61.67%), suggesting that
students are the major consumer group of website.
5.2 Managerial Implications
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We hope that the results and findings can be an assistance and reference for
managers of e-retailers and customers.
1. Enhancing customers on-line loyalty
Enhancing customers on-line loyalty is website successful key factor. When
customers have on-line loyalty to the website, it will reduce the marketing cost and
enhance customers identification to the website. Finally, e-retailer will be profitable.
Reichheld and Sasser (1990) proposed that when the e-retailer can successful
reduce rate of defections 5%, and it can boost profits 25% to 85% for the e-retailer.
Therefore, if the e-retailers can reliably and correctly provide services to meet the
customer needs, and can provide sound e-service to enhance customers on-line
satisfaction. It would attract more consumers to consume and become an e-retailer of
competitive advantage.
2. E-service quality is the most important factor
In terms of importance, e-service quality of website is the key factor to affect
on-line satisfaction, which includes five dimensions of efficiency, system availability,
fulfillment, privacy, and enjoyment.
In order to ensure service consistency, the e-retailers have to promise physical
delivery is on-time. It could effectively improve customer on-line loyalty. However, the
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e-retailers provide that sound service quality is easily controllable means of influencing
the customers on-line satisfaction and loyalty. Thus, the e-retailers should continuously
manage and improve their e-service quality to meet potential customers needs and
purchase wants.
Finally, creating and developing process of e-service quality that customers will
generate perceived value and satisfaction. However, the e-retailers maintaining
appropriate service quality seems to be appear to fruitful profits for those retailers. This is
e-retailers interested in enhancing customer loyalty by providing sound service quality.
5.3 Research Limitation and Future Directions of Research
As a result of inadequate labor, material and time, the difficulties and limits of this
study included:
1. This study is only posted on My3Q and other websites or distributed to respondents via
emails. Although we have made effort to distribute the questionnaire to different
consumer groups, the sample cannot represent all consumer groups due to the said
factors.
2. Data in this study were collected by web questionnaire. In order to get the reliability of
sample data, extra time was spent on reviewing the sample data , to design suitable
filter function for the questionnaire (for example, avoid to create repeated copies) is
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requested in the future.
3. The study used the website as our empirical samples so the conclusions may not be
precisely generalized to the other industries. Thus, future researchers need to apply this
study and conclusions to the other industries with cautions.
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Vita
Chia-Shing Chen, son of Tien-Fu Chenand Li-Chuan Chang
, was born on April 04,1983 in Taipei, R.O.C. He graduated from Hsing Wu
College, and then matriculated at Ming Chuan University
as an undergraduate student. After that, he was admitted to the Graduate School of
Management of Tatung University and graduated in July 2008.
Permanent Address: 1F., No.2, Lane 126, Sec. 1, Minyi Rd., Wugu Township, Taipei
County 248, Taiwan (R.O.C.)
248 126 21
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Appendix
!!
!
1.B to C ()
2.
3.
1.2.3.4.
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1.2.3.4.
5.6.7.8.9.10.11.12.13.
14.15.16.17.18.19.20.21.
22.23.24.25.26.27.28.27.
30.
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1.2.
3.4.5.6.
1.2.3.4.5.
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1.
2. 20 21~30 31~40 41~50 51~60 603. 4. 5. 6. 7. 5,000 5,001~10,000 10,001~30,000 30,001
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E-S-Qual
APPLYING E-S-QUAL SCALE TO ASSESS THE
EFFECTS OF E-SERVICE QUALITY ON
E-LOYALTY WITH E-SATISFACTION AND
PERCEIVED VALUE AS MEDIATORS
Chia-Shing Chen
Prof. Hao-Erl Yang)
Thesis for Master of Business Administration
Department of Business Management
Tatung University
July 2008
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...................................................................................................................i
............................................................................................................ iii
.............................................................................................................iv
..................................................................................................1
..........................................................................................1
......................................................................................................2
......................................................................................................3
.........................................................................................4
......................................................................................................4
.................................................................................4
..............................................................................................9
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.......................................................................................13
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................................................................................................................3
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..............................................................................................................24
.................................................................................29
iii
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.................................................................................16
..................................................................................................17
.........................................................................................18
..............................................................................................19
..............................................................................................19
..................................................................................................................22
..................................................................................................................23
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..............................................................................................25
t ..........................................27
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(Internet)
(Rust, 2001)
20072008
2529B2C1384C2C1145(,
2008)
(Evanschitzky et al., 2004)
(Zeithaml et al., 2002)
Meuter et al. (2000)
(Rust and Lemon, 2001)
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(Utilitarian)(Hedonic)
B to C
()
AMOS 6.0(SEM)
2
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3
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Rust and Lemon (2001)
Grnroos et al. (2000)
NetOffer(
)()
/
(Bauer et al., 2005; Parasuraman et al., 2005; Zeithaml et al., 2002)
4
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(Utilitarian)(Hedonic)
(Utilitarian)
Juran and Gryna (1970)()
()()(
)
(Bauer et al., 2006)
Barnes and Vidgen (2001)SERVQUAL
( )
()()()(
)
Van Riel et al. (2001)Grnroos et al. (2000)
Wolfinbarger and Gilly (2003)
//
5
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Zeithaml et al. (2002), Parasuraman et al. (2005)
(E-S-QUAL)
E-S-QUAL(
)E-RecS-QUAL
(Parasuraman et al., 2005)E-RecS-QUAL
()
(e-core service quality scale, E-S-QUAL)
( ) (Efficiency)
Davis (1989)
( ) (Fulfillment)
Wolfinbarger and Gilly (2002)
6
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( ) (System availability)
(System design quality)
(Liu and Arnett , 2000)
( ) (Privacy)
(Culnan, 1999)
(Friedman et al., 2000)
(Hedonic)
Parasuraman et al. (2005)
(p. 229)
(Bauer et al., 2006)eTailQ
(Wolfinbarger and Gilly, 2003)E-S-QUAL
Babin et al. (1994, 2005)
7
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(Bitner, 1990)
Wakefield and Blodgett (1999)
()()Bauer et al. (2006)
(hypermediality)(Childers et al.,
2001; Csikszentmihalyi, 1988; Hoffman and Novak, 1996)
(Van Riel et al., 2001)
eTailQ
Bauer et al. (2006)
()
(Bauer et al., 2006)
Eighmey (1997)
Richmond(1996)
8
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Parasuraman et al. (2005)(E-S-QUAL)
()
(e.g.,
Parasuraman and Grewal, 2000; Sirohi et al., 1998; Sweeney, Soutar, and Johnson,
1999 )Cronin et al. (2000)
Fassnacht and Kse (2007)
/
/
(Oliver and DeSarbo, 1988)
(Varki and Colgate, 2001)
(e.g., Holbrook, 1994; Sweeney and
Soutar, 2001)(see Parasuraman
and Grewal, 2000; Woodruff and Robert, 1997)
9
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Parasuraman, Zeithaml, and Berry (1988)
(
)()
Grewal, Monroe, and Krishnan (1998)
(Holbrook and Morris, 1994)
(Sirdeshmukh et al., 2002)
Ravald and Grnroos (1996)
(Petrick and Backman, 2002)
(Anderson and Srinivasan, 2003)
Bailey and Pearson (1983)
(Anderson and Srinivasan,
10
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2003)Szymanski and Hise (2000)
(e-satisfaction)Szymanski and Hise (2000)
(focus-group interview)
(convenience)(product offerings and product information)
(site design)(financial security)
Burke (2002)
Jeong, Oh, and Gregoire (2003)
Fassnacht and Kse (2007)
(Jones and Sasser, 1995)
Griffin (1998)()()
()()
Sirohi et al. (1998)()()
()Sirdeshmukh, et al. (2002)
11
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De Wulf and
Odekerken-Schroder (2003)
(Rodgers, Negash, and Suk, 2005)Cyr et al. (2005)
Flavian, Guinaliu and Gurrea
(2005)
Srinivasan, Rolph, and Kishore (2002)(8C)
(Customization)(Contact interactivity)(Care)
(Community)(Convenience)(Cultivation)(Choice)
(Character)Srinivasan et al. (2002)
12
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Fassnacht and Kse (2007)
H1
H2
H4
H3 H5
(Devaraj et
al., 2002; Rodgers et al., 2005)
(Fassnacht and Kse, 2007)
13
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H1
(Rodgers et al.,
2005)Zeithaml et al. (2002)
Fassnacht and Kse (2007)
H2
(e.g., Cronin et al., 2000)Fassnacht and Kse (2007)
H3
(e.g., Kuehn, 1962)
Reichheld and Sasser (1990)
(Fornell,
1992)
(Anderson and Srinivasan, 2003; Devaraj et al., 2002; Yang and Peterson, 2004; Rodgers
14
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et al., 2005)Fassnacht and Kse (2007)
H4
Zeithaml (1988)
Chang and Wi