Customer Loyalty Explained by Electronic Recovery Service Quality: Implications of the Customer Relationship Re-Establishment for Consumer Electronics E-Tailers

Abstract

This non-experimental, causal study related to examine and explore the relationships among electronic service quality, customer satisfaction, electronics recovery service quality, and customer loyalty for consumer electronics e-tailers. This study adopted quota and snowball sampling. A total of 121 participants completed the online survey. Out of seven hypotheses in this study, five were supported, whereas two were not supported. Findings indicated that electronic recovery service quality had positive effect on customer loyalty. However, findings indicated that electronic recovery service quality had no effect on perceived value and customer satisfaction. Findings also indicated that perceived value and customer satisfaction were two significant variables that mediated the relationships between electronic service quality and customer loyalty. Moreover, this study found that electronic service quality had no direct effect on customer satisfaction, but had indirect positive effects on customer satisfaction for consumer electronics e-tailers. In terms of practical implications, consumer electronics e-tailers' managers could formulate a competitive strategy based on the modified Electronic Customer Relationship Re-Establishment model to retain current customers and to enhance customer relationship management (CRM). The limitations and recommendations for future research were also included in this study. Keywords: Service Recovery, Customer Loyalty, E-S-QUAL, E-Tailer