Comprehensive Evaluation of E-Service Quality Determinants. "Studying the Impact of these Key Quality Determinants On The Satisfaction and Loyalty of Online Jordanian Customers"

Abstract

The wide use of Internet and the advancement in information and communication technologies have significantly changed the way business is conducted. Over the last decade or so online shopping tendency has increased all over the world. Hence, the purpose of this study was to investigate the impact of customer service quality, system quality, information quality, security &privacy quality, website quality, convenience quality, economic value quality and empathy quality on customer's satisfaction and loyalty "the case of online Jordanian customers". The study is based on a set of null hypotheses that hypnotizes no significance impact of these qualities on customers' satisfaction and customers' loyalty. A quantitative approach is used and relevant data was collected through structured questionnaire distributed to residents of Jordan. The relevant responses of subjects for the study consisted of 680 people. SPSS version 16 was used to for data analysis. Descriptive and inferential statistics were used for data analysis.  Statistical tools were aligned with objective of the research. For this purpose, frequency tables, percentages, means and standard deviations were computed and then substantively interpreted. Inferential statistics like Pearson product moment correlation coefficient (r) and linear regression were used to determine if there is a significant positive relationship existed between the independent variables and the dependent variables. The findings indicate that customer service quality, system quality, information quality, security &privacy quality, website quality, convenience quality, economic value quality and empathy quality  were found to be  positively correlated and claimed statistically significant relationship with customers' satisfaction and customers' loyalty. Analysis and interpretations made at 0.05 level of significance. The study concluded that the impact of these variables is differentials as per customer's perceptions. Furthermore, service providers should concentrate on all e-service qualities to satisfy customers and earn their loyalty. Strict adherence well enable e-service providers to gain online competitive advantage and sustain their businesses in the virtual environment. 

Keywords: E-Service Quality, Online, Customers' Satisfaction, loyalty. Jordan