Self-service technology (web interface): Bagozzi's self-regulation processes framework to measure Indian customer loyalty
by Thomas John Paul; Jayanth Jacob
International Journal of Services and Operations Management (IJSOM), Vol. 32, No. 2, 2019

Abstract: This study employs Bagozzi's self-regulation processes framework to examine the inter-relationships of key antecedents and its impact on the attitudinal and behavioural loyalty of an Indian e-customer, using self-service technology (web interface) for online shopping. This study employed questionnaire survey to collect data from 403 respondents who regularly indulged in e-shopping. Our research employs partial least squares (PLS) regression analysis to test the model. The result suggest the appraisal process variables (overall SQ and value) for the Indian e-customer was found to have larger direct influence on the coping behaviour (loyalty) as compared to the indirect influence on customer loyalty through the emotional response path. The result also show that overall service quality is the most significant factor positively affecting customer loyalty. This finding illustrates the importance of overall service quality and value as key antecedents that shape the formation of customer loyalty. Limitations and directions for future research are provided.

Online publication date: Mon, 28-Jan-2019

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