Applying an Extended E-S-Qual Scale to Assess the Effects of E-service Quality on Online Loyalty with Customer Satisfaction and Perceived Value as Mediators;

摘要

The newly developed E-S-Qual scale was criticized by lacks of iterms referring to hedonic service elements. In order to establish a comprehensive and effective service quality scale in an online loyalty model, this study incorporated both utilitarian and hedonic e-service quality elements in the model. Hence, this study adds hedonic dimension to E-S-Qual scale to investigate e-service quality effect on e-loyalty. With an empirical data set including 234 valid cases collected on online survey, the proposed model was examined and used to test the effects of service quality on loyalty with customer satisfaction and perceived value as mediators. Our findings reveal that service quality not only directly affects loyalty, but also indirectly affects loyalty through customer satisfaction and perceived value. In addition, perceived value only has indirect effect on online loyalty.