E-SERVICE QUALITY AND ITS EFFECT ON CONSUMERS' PERCEPTIONS TRUST

E-service quality measurement in online shopping has been receiving increasing attention currently and as a result, many studies have tried to highlight major dimensions of e-service quality linked with online environment. Excellent e-service quality is an important matter for online vendor. It is the factor that will enable them to attract more online customers. The aim of the study is to determine e-service quality and its effect on consumers’ perceptions of trust. A quantitative research design was adopted to collect data. Multiple regression analysis method was used to conduct this study. The findings of the study will contribute to both theory and practice. The results of this study have important contributions and implications for practitioners and policy-makers. This study contributed to the field of service quality expectations relationship with online shopping in the context of developing countries The findings also revealed that service quality was relatively significant in its impact on consumer trust in online shopping, proving the proposed positive direct impact of perceived service quality upon customer trust.