Customers’ perceived website service quality and its effects on e-loyalty

Myunghee Mindy Jeon · Miyoung Jeong

179 citations0/0 files storedInternational Journal of Contemporary Hospitality Management

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Customer Service Quality and Loyalty Digital Marketing and Social Media Technology Adoption and User Behaviour

Abstract

Purpose This study aims to examine determinants of perceived website quality and associations among consequences of perceived website quality. Adopting the framework of loyalty development, causal links are investigated among the website quality, customers’ perceived service quality, their satisfaction, return intention and loyalty in the context of the lodging industry. Design/methodology/approach An online field survey is conducted with internet bookers. A confirmatory factor analysis and a parameter estimate analysis using structural equation modeling are adopted to analyze the data. Findings The progression of the phases of loyalty proceeds in a linear fashion on a lodging website. Mediation effects of customer satisfaction and return intention are detected. Moderation effects of gender were also detected in the relationships among website service quality and consequences of website service quality. Research limitations/implications Caution is advised in generalizing findings of this study due to convenience sampling, although findings of the study do confirm results of previously conducted studies. Practical implications This study provides practical tips for website development for hospitality management to understand the e-loyalty formation process so that appropriate marketing strategies can be established to accommodate the type and degree of individual customer’s loyalty as well as gender-specific expectations from prospective customers. Originality/value This study demonstrates that customer loyalty formation in both physical and online environments has identical processes in the context of the lodging industry. The male group, compared to the female group, appears to be more sensitive in perceiving the effects of functionality of a lodging website, tends to develop customer satisfaction when perceiving website service quality and inclines to develop customer loyalty when having return intention.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1999Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives 1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 1998Principles and Practice of Structural Equation Modeling 1980Understanding Attitudes and Predicting Social Behavior 1994The Commitment-Trust Theory of Relationship Marketing 1988SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality 1996The Behavioral Consequences of Service Quality

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2019The Moderating Role of Website Familiarity in the Relationships Between e-Service Quality, e-Satisfaction and e-Loyalty 2020A PLS-SEM approach to understanding E-SQ, E-Satisfaction and E-Loyalty for fashion E-Retailers in Spain 2019e-Loyalty among millennials: Personal characteristics and social influences 2022How Positive and Negative Electronic Word of Mouth (eWOM) Affects Customers’ Intention to Use Social Commerce? A Dual-Stage Multi Group-SEM and ANN Analysis

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