Title: An empirical test of the linkages of e-service quality with e-satisfaction and perceived value with e-loyalty-related behavioural intentions in India

Authors: Rajat Gera; S.R. Singhvi

Addresses: Institute of Management Technology, Raj Nagar, Ghaziabad-201001, India. ' International Management Institute, B-10, Qutab Institutional Area, Tara Crescent, New Delhi-110016, India

Abstract: The linkages of e-service quality perceptions of general website users in India are empirically tested with their e-satisfaction, value perceptions and e-loyalty related behavioural intentions. Initially, the e-SQ scale was developed and validated through exploratory and confirmatory factor analysis. The extracted e-SQ scale consisted of website attributes of ease of access, flexibility and reliability. The linkages of e-SQ with e-satisfaction, perceived value, and e-loyalty related behavioural intentions of repurchase and recommendation were empirically tested with the help of AMOS ver 4.0. The results provide support for the direct antecedent affect of e-SQ on perceived value which in turn was significant antecedent of e-loyalty related consumer intentions of repurchase and positive word of mouth. E-satisfaction was found to be direct antecedent of positive word of mouth intentions. However, e-SQ was not found to have direct significant linkage with e-satisfaction or e-loyalty related behavioural intentions.

Keywords: e-service quality; e-satisfaction; customer value; online behavioural intentions; India; structural equation modelling; e-loyalty; perceived value; service quality; customer satisfaction; electronic services; online services; electronic satisfaction; online satisfaction; customer loyalty; website evaluation; ease of access; flexibility; reliability.

DOI: 10.1504/IJSSCI.2011.045566

International Journal of Services Sciences, 2011 Vol.4 No.2, pp.191 - 210

Received: 17 Mar 2011
Accepted: 03 Dec 2011
Published online: 21 Feb 2015 *

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