Effect of E-Service Quality on Customer Online Repurchase Intentions

Author

Tung-Hsuan Liu, Lynn University

Date of Award

6-2-2012

Document Type

Dissertation

Granting Institution

Lynn University

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

Jeanette Francis

Second Advisor

John Cipolla

Third Advisor

Alison Rampersad

Abstract

In the early years of online retailing, having an online presence and low prices were believed to be key drivers of success. More recently, electronic service quality has become essential as an online marketing strategy. Online stores provide higher service quality to create online customer loyalty, improve customer satisfaction, and keep a lasting competitive advantage.

According to the literature review, service quality is an important instrument of developing a competitive advantage in e-business. It is one of the most critical factors for maintaining long-term relationships with customers, building customer loyalty, and encouraging repeat purchases (Li & Suomi, 2007). Therefore, service quality has become a significant factor in determining the success or failure of an online business by influencing online customer shopping experiences and has a greatly effects both online customer satisfaction and customer loyalty. However, most past studies focused on the relationship between e-service quality, e-satisfaction and online purchase intentions. No empirical studies have explored the relationship between e-service quality and online repurchase intentions. In other words, this research investigated the potential for future online purchases by the customers significantly contributing to the research knowledge base.

The purpose of this study was to explore and analyze the effect of e-service quality on customer intention to repurchase online. The study employed the e-commerce customer satisfaction index (ECCSI) model and the NetQual model to examine potential relationships and effects of several variables on online repurchase behavior. A quantitative, non-experimental, explanatory, and correlational research design was used to answer four research questions and test nine hypotheses. The sample consists of daytime undergraduate students at a university in Taiwan. The data was analyzed using statistical software to conduct descriptive analysis, reliability analysis, factor analysis, simple regression, and multiple regression.

In this study, the finding indicated that two variables (information and ease-of-use) of e-service quality dimension had positively influenced online repurchase intentions. Meanwhile, E-service quality also had a positively significant effect on customer satisfaction and loyalty. Online customer satisfaction and loyalty had a positively significant effect on online repurchase intentions. Finally, the results indicated that a greater e-service quality will increase online customer satisfaction, build customer loyalty, and encourage online repurchase intentions. Thus, the online retailer should be build long-term relationship with their customers through e- service quality to improve customer satisfaction and loyalty and enhance customer repurchase intentions. Lastly, the limitations and recommendation for future research are included.

Recommended Citation

Liu, T. (2012). Effect of E-Service Quality on Customer Online Repurchase Intentions [Doctoral dissertation, Lynn University]. SPIRAL. https://spiral.lynn.edu/etds/215