The impact of e-service quality, customer satisfaction and loyalty on e-marketing: Moderating effect of perceived value

TLDR

The rapid growth of the online market has heightened interest in electronic marketing, yet the impact of e‑service quality on customer loyalty remains underexplored. This study develops a comprehensive e‑commerce research model to examine how e‑service quality, customer satisfaction, and loyalty interrelate, and to test whether perceived value moderates the satisfaction‑to‑loyalty link. Using a questionnaire survey, the authors tested the Bagozzi appraisal‑emotional‑behavior framework, finding that e‑service quality drives satisfaction, which in turn drives loyalty. Results show that higher perceived value strengthens the satisfaction‑to‑loyalty relationship, indicating that improving both e‑service quality and perceived value is essential for fostering loyalty. Keywords: e‑service quality, perceived value, customer satisfaction, customer loyalty.

Abstract

Abstract Since the online market has been growing rapidly over the past several years, electronic marketing activities have drawn a lot of attention. Many companies generated customer loyalty by improving electronic service quality (e-service quality) but the effects needed to be further examined. The first purpose of the study is to integrate relevant literature and develop a comprehensive research model of electronic commerce to identify its antecedent and consequential research variables. This study tests the interrelationships among the perception of e-service quality, customer satisfaction and customer loyalty. The second purpose of this study is to examine the moderating effect of customer perceived value on the relationship between customer satisfaction and loyalty. Through a questionnaire survey, the results of this study indicated that e-service quality has influence on customer satisfaction and then generates customer loyalty, which is consistent with Bagozzi's appraisal→emotional response→behaviour framework. Another key finding is the relationship between customer satisfaction and loyalty, which is stronger for customers with high perceived value than low perceived value. Conclusions indicate that website owners should not only improve e-service quality, but also emphasise customer perceived value. Keywords: e-service qualityperceived valuecustomer satisfactioncustomer loyalty Notes