The influence of e-service quality on customer perceived value, customer satisfaction and loyalty in south africa
Date
2014
Authors
Chinomona, R
Masinge, G
Sandada, M
Journal Title
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Abstract
While researches on online shopping behaviour have been steadily increasing, they seem to be a paucity of studies that
investigate the importance of E-service quality; customer perceived value and customer satisfaction that result in customer
loyalty in online shopping perspective. The present research is an attempt to fill this gap by examining the relative influence of
three antecedents of customer loyalty — e-service quality, customer satisfaction, and customer perceived value on consumer
online shopping behaviour, using a sample of consumers in Gauteng Province of South Africa. The central argument of this
paper is that online shopping behavior can be understood from the strength of loyalty outcomes. Six hypotheses are posited
and in order to empirically test these hypotheses, a sample data set of 150 was used. Three hypotheses were supported while
three (H1,H2 and H5) was rejected. Drawing from the study findings, this study provide tentative empirical support that online
shopping behaviour can be influenced by e-service quality, customer satisfaction, loyalty and perceived value outcomes in
Africa - a context that is often less researched on.
Description
Keywords
E-service quality, Online shopping behaviour, Customer perceived value, Customer satisfaction, Customer loyalty
Citation
Chinomona, R., Masinge, G., & Sandada, M. (2014). The influence of e-service quality on customer perceived value, customer satisfaction and loyalty in south africa. Mediterranean Journal of Social Sciences, 5(9), 331-341