Date of Award

1-2006

Document Type

Dissertation

Degree Name

Doctor of Philosophy (PHD)

Degree Program

Global Leadership - with a specialization in Corporate and Organizational Management

Department

College of Business and Management

First Advisor

Joan Scialli

Second Advisor

Jeanette Francis

Third Advisor

Lori Wolin

Abstract

The E-S-QUAL and E-RecS-QUAL scales have been successfully tested in a study by Parasuraman, Zeithaml, and Malhotra (2005). However, E-S-QUAL and E-RecS­ QUAL are newly developed and lack specific application to different types of e-business. This non-experimental, correlational study is the first to examine and explore the relationships among electronic service quality, customer satisfaction, and customer loyalty for consumer electronics e-tailers.

Using quota and snowball sampling, participants from the continental United States received e-mail invitations and voluntarily forwarded the e-mail invitations to their friends and family. A total of 276 participants completed the online survey. This study's demographic characteristics included most between the ages of 26 and 35 years (47%), mean age of 35.2, most with graduate degrees (40.6%), and with 40% earning a family income of $75,000 or more. Out of twenty hypotheses (including four sub-hypotheses for H1 and three for H2) in this study, 13 were supported, two were marginally supported, and five were not supported.

Findings indicated that electronic service quality was measured by online shoppers' perceptions of service quality of consumer electronic e-tailers through four dimensions of the 17-indicator modified E-S-QUAL (efficiency, system availability, fulfillment, and privacy) . Electronic recovery service quality was measured by online shoppers' perceptions of recovery service quality of consumer electronic e-tailers through two dimensions of modified E-RecS-QUAL (responsiveness and contact, and compensation). Findings also indicated that perceived value and customer satisfaction were two significant variables that mediated the relationships among customer expectations, electronic service quality, customer loyalty, and customer complaints. However, this study also found that electronic service quality and customer expectations had no direct effect on customer satisfaction, but had indirect positive effects on customer satisfaction for consumer electronics e-tailers.

Consumer electronics e-tailers' managers could formulate plans to improve service quality and recovery service quality through dimensions of E-S-QUAL and E­ RecS-QUAL. They also could formulate a competitive strategy based on the modified Electronic Customer Satisfaction (e-CS) model to keep current customers and to enhance customer relation management. The limitations and recommendations for future research are also included in this study.

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