Measuring Satisfaction of Customer and Quality of E -Services Using a Mediated Moderation Analysis

Abstract

E-commerce has grown in acceptance over the past few years in India. Recent studies have demonstrated and generally acknowledged that customer loyalty and satisfaction levels for online transactions are lower than those for more conventional methods of buying. A problem for online businesses is how to keep and improve online client’s loyalty and satisfaction. This article aims to comprehend the service quality factors that influence client’s loyalty and satisfaction. Parasuraman's E-S-QUAL four determinants i.e. efficiency, requirement fulfilment, system accessibility, and privacy, are used to construct model for assessing e service quality, consumer satisfaction and online purchases loyalty measures. Data from a sample of 400 respondents was then analysed using a PLS estimation and mediated moderation analysis. 164 online buyers participated from a wide and varied range of backgrounds on the basis of goods purchased. The findings show a positive relationship between efficiency, fulfilment, privacy and consumer loyalty. Customer satisfaction also has a favourable impact from all e service quality measures. The paper examines service quality from many angles, the study concludes that all the factors has a favourable impact on customer loyalty and satisfaction except system accessibility. This paper attempts to explain these results because they are somewhat at odds with earlier research findings. 

Keywords: E- commerce, Customer satisfaction, Customer loyalty , SERVQUAL