Factors Affecting Web-Based Customer Loyalty: Evidence from B2B Online Recruitment Users Perspectives

Abstract

This study examines the impact of e-SQ dimensions on e-satisfaction and e-trust, as well as examining the effect of e-satisfaction on e-trust. The effect of both e-satisfaction and e-trust on e-loyalty were also examined in the online recruitment industry in Jordan. An online survey with a sample of 139 business customers. Structural path analysis was used to test the hypothesised relationships between the research constructs. The findings indicate that fulfilment and efficiency are the strongest predictors of e-trust and e-satisfaction. E-trust and e-satisfaction are strong drivers of e-customer loyalty. Finally, 74% of variation in e-loyalty was caused by the e-trust-e-satisfaction path. An online recruitment service provider need not only build a job board or a website but a web-based community to achieve e-satisfaction since it is a major predictor of e-loyalty. From originality perspective, this study extends our understanding of online concerns and experiences of online recruitment website users.