Modelling e‐service quality and its consequences in India: an SEM approach
Abstract
Purpose
The purpose of this paper is to empirically test a research model of consumer consequences of e‐service quality (e‐SQ) perceptions of general web site users.
Design/methodology/approach
The dimensions of e‐SQ are extracted and validated through exploratory and confirmatory factor analysis. The uni‐dimensional model of e‐SQ, consisting of web site attributes of ease of access, flexibility, and reliability, is then tested by structural equation modelling using AMOS 4.0 for its linkages with e‐satisfaction (e‐SAT), perceived value, and e‐loyalty‐linked behavioral intentions, i.e. repurchase and recommendation intentions.
Findings
It was found that e‐SQ is a direct antecedent of perceived value, perceived value in turn significantly affects e‐loyalty‐related consumer intentions of repurchase and positive recommendations. e‐SAT is a direct antecedent of positive recommendation intentions. However, e‐SQ was not found to have any consequential relationship with e‐SAT or direct links with behavioral intentions of e‐loyalty.
Research limitations/implications
The proposed model is empirically validated with self‐selected participants and therefore the results need to be further supported through replication with varied consumer and cultural contexts.
Practical implications
The model of e‐SQ and its consequences would help practitioners frame marketing strategies for web sites of e‐services, which are content rich in India, to enhance consumer loyalty and other favorable behavioral intentions.
Originality/value
The multi‐variate comprehensive model of e‐SQ and its consequences has not been tested earlier in the e‐services context. The research extends the modelling of service quality and its consequences into the e‐services context.
Keywords
Citation
Gera, R. (2011), "Modelling e‐service quality and its consequences in India: an SEM approach", Journal of Research in Interactive Marketing, Vol. 5 No. 2/3, pp. 203-225. https://doi.org/10.1108/17505931111187811
Publisher
:Emerald Group Publishing Limited
Copyright © 2011, Emerald Group Publishing Limited