Web design and trust as moderators in the relationship between e-service quality, customer satisfaction and customer loyalty

IF 3.8 Q2 MANAGEMENT

TQM Journal Pub Date : 2023-01-03 DOI:10.1108/tqm-10-2022-0298

Jeeva Venkatakrishnan, Ravikumar Alagiriswamy, Satyanarayana Parayitam

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引用次数: 7

Abstract

PurposeThis research aims to investigate the effects of e-service quality on customer satisfaction and customer loyalty. The moderating effects of web design and trust in the relationship between e-service quality and customer satisfaction are also explored.Design/methodology/approachA conceptual model involving various dimensions of e-service quality, customer satisfaction, loyalty, price perception and web design is developed, and hypothesized relationships are tested using Hayes’s PROCESS macros. A survey instrument and data from 650 respondents who are regular e-buyers from the southern part of India are used.FindingsThe results indicate that e-service quality positively relates to customer satisfaction and loyalty. The findings also suggest that price perception and trust are vital in enhancing customer satisfaction. Further, the indirect effect of e-service quality on customer loyalty through customer satisfaction is supported. Finally, web design (first moderator) and trust (second moderator) significantly influence the relationship between e-service quality and customer satisfaction.Research limitations/implicationsThis research underscores the importance of e-service quality, web design, and trust in influencing customer satisfaction. Based on the findings from this study, e-retailers are suggested to discover the methods of building and improving customer trust and create a web design that is appealing to the customer to enhance satisfaction and loyalty. Some of the limitations of this study include common method bias and social desirability bias. However, the authors have taken adequate care to minimize these biases.Originality/valueThis paper used the e-service quality model and investigated the consequences of e-service quality during the post-pandemic new normal period in a developing country (India). The double moderation of web design and trust is a novel idea that previous researchers have not explored to the best of the authors' knowledge and makes a significant contribution to service marketing. In addition to providing resounding evidence of direct relationships, the three-way interaction investigated in this study makes this study unique and pivotal.

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网页设计和信任在电子服务质量、顾客满意和顾客忠诚之间的关系中起调节作用

目的本研究旨在探讨电子服务质量对顾客满意度和顾客忠诚的影响。还探讨了网络设计和信任对电子服务质量和客户满意度之间关系的调节作用。设计/方法论/方法论开发了一个涉及电子服务质量、客户满意度、忠诚度、价格感知和网页设计各个维度的概念模型，并使用Hayes的PROCESS宏测试了假设的关系。使用了一项调查工具和来自印度南部650名经常购买电子商务的受访者的数据。研究结果表明，电子服务质量与客户满意度和忠诚度呈正相关。研究结果还表明，价格感知和信任对提高客户满意度至关重要。此外，电子服务质量通过客户满意度对客户忠诚度的间接影响也得到了支持。最后，网络设计（第一调节者）和信任（第二调节者）显著影响电子服务质量和客户满意度之间的关系。研究局限性/含义本研究强调了电子服务质量、网站设计和信任在影响客户满意度方面的重要性。根据这项研究的结果，建议电子零售商发现建立和提高客户信任的方法，并创建一个吸引客户的网页设计，以提高满意度和忠诚度。本研究的一些局限性包括常见的方法偏见和社会期望偏见。然而，作者已经采取了足够的谨慎措施来尽量减少这些偏见。原创性/价值本文使用电子服务质量模型，调查了一个发展中国家（印度）疫情后新常态时期电子服务质量的后果。网站设计和信任的双重调节是一个新颖的想法，据作者所知，以前的研究人员还没有探索过，它对服务营销做出了重大贡献。除了提供直接关系的有力证据外，本研究中调查的三方相互作用使本研究具有独特性和关键性。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

TQM Journal Business, Management and Accounting-Business, Management and Accounting (all)

CiteScore

9.10

自引率

0.00%

发文量

114

期刊介绍： Commitment to quality is essential if companies are to succeed in a commercial environment which will be virtually unrecognizable in less than a decade. Changing attitudes, changing perspectives and changing priorities will revolutionise the structure and philosophy of future business practice - and TQM will be at the heart of that metamorphosis. All aspects of preparing for, developing, introducing, managing and evaluating TQM initiatives.