The Impact of Online Shopping Service Quality on Customer Loyalty in Emerging Economies: The Case of Chinese Customers

Along with the online shopping experience of Chinese customers getting mature, the quality of online shopping service becomes the vital factor influencing customer loyalty. Only when providing superior service quality that perceived by customers, the online store will increase competitive advantage. Thus, to establish an applicable instrument to evaluate the service quality of Chinese online shopping is essential. After localizing and adjusting of the E-S-QUAL multiple-item scale, this study designed a preliminary questionnaire as a Likert 5 point scale. Through statistical analysis, a multiple-item scale (CE-S-QUAL) for evaluating the service quality of Chinese online shopping has been established with good performance both in reliability and validity. This study also verified that the service quality positively impacts on the customer loyalty. Different influence of various dimensions of service quality on customer loyalty has also been identified. Some suggestions about managerial improvement are proposed.