The Influence Of Electronic Service Quality Dimensions On Consumer E-Trust: An E-Commerce Perspective

A research model has been developed to study the relationship between e-service quality domains and consumer e-trust. A survey method was used to gather data. The online consumers were the unit of analysis. For checking reliability and measurement model validity, we go through confirmatory factor analysis. The technique of structural equation modelling was also used. The result presented that e-trust has been affected by all the e-s-qual dimensions. Some recommendations for further studies are to use distinct methodologies, such as focus groups and interviews. Study the e-trust in online contexts from other perspectives too. Practical implications suggest that marketers should take emphasis on enhancing customer e-trust by providing good website service qualities. Better marketing strategies should be developed by online stores so as to address consumer e-trust. Likewise, the study result provides valuable information to marketing managers, especially dealing with online stores. This study provides interesting internet marketing knowledge to researchers as well.