Seybold Report ISSN: 1533-9211
Dr.L.N.Jayanthi, Prof. Nitu Nair, Dr. Vidhya B, Dr. Vidhya B
Vol 18, No 1 ( 2023 ) | Licensing: CC 4.0 | Pg no: 45-57 | Published on: 18-1-2023
Abstract
This study sets out to identify the elements of online service quality that contribute to shopper happiness and, in turn, influence online shoppers' propensity to make purchases. The purpose of this study is to investigate the relationship between the characteristics of online service quality and customer satisfaction using the ES-QUAL scale items. Based on the work of Parasuraman et al. (2005), we used the E-S-QUAL model to investigate the relationship between different aspects of online service quality and their impact on customer retention and loyalty. To determine the connection between online service quality and online customer satisfaction and its impact on behavioural intention, statements and hypotheses were developed to describe the relationship between the e-service quality dimensions, overall online service quality, and customer satisfaction.
Information was gathered from 60 online shoppers via an online poll. In our study, we used a sampling strategy based on expert judgement rather than random selection. Online satisfaction was found to be significantly correlated across all four E-S-QUAL characteristics. Customer satisfaction was not linked to responsiveness or compensation, according to the survey results. The study indicated that there was a robust positive correlation between customer satisfaction and intent to purchase. This research contributes to the academic literature by investigating unexplored users' behavioural intentions through an examination of the concept of e-service quality and its relationship with e-satisfaction.
Keywords:
Online shopping, empirical research, e-commerce, service quality dimensions, and satisfied consumers