The Impact of E-Service Quality On Customer Loyalty in United Kingdom
Keywords:
Marketing management, e-service quality, customer loyalty, reliability, responsiveness, security, ease of use, e-retailing IndustryAbstract
Present research project is carried out to investigate the relationship between customer loyalty and dimensions of e-service quality including; reliability, responsiveness, security, and Ease-of-Use respectively in London, United Kingdom. The SERVQUAL model of Parsuraman et al (1985) is considered to investigate the e-service quality in creating and maintaining customer loyalty in developing country The research design is cross sectional following with the sample size of present study is 151 obtained through convenience (non-probability) sampling technique. The online survey questionnaire was developed by considering LIKERT Scale (1-to-5) to measure the relationship of various dimensions with customer loyalty. The results showed that reliability is the most significant dimension of e-service quality whereas as weak positive relationship of ease of use is evident with customer loyalty. Furthermore, this study confirmed that customer loyalty is positively associated with reliability, responsiveness, security, and ease of use. The recommendations are given to the e-service providers operating in London to enhance the quality of e-services in order to have more customer loyalty.
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