Technology readiness and e-service quality – impact on purchase intention and loyalty

Doddahulugappa Goutam · Shirshendu Ganguli

42 citations0/0 files storedMarketing Intelligence & Planning

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Technology Adoption and User Behaviour Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence

Abstract

Purpose This paper aims to explore impact of technology readiness (TR) on e-service quality (ESQ) and effect of ESQ and TR on purchase intention (PI) and behavioral loyalty (BL) in the context of online shopping. Design/methodology/approach With the help of the existing literature, the authors propose a conceptual model. Questionnaire was designed to collect data, and analysis has been done using a final sample of 341 respondents. Findings The results show how TR has a significant impact on ESQ, PI and BL. Outcomes also highlight that only three dimensions of ESQ have a positive impact on both PI and BL. System availability dimension of ESQ impacts neither PI nor BL. Therefore, TR and ESQ together play a vital role as enablers in influencing BL and PI in online shopping context. Practical implications The study results will serve as a guide to business-to-consumer e-commerce players and help them to determine how TR and ESQ dimensions will help them to build BL and PI for online shopping. Originality/value This is one of the first studies that takes into consideration both TR and ESQ and check how they impact PI and BL. Also, in the Indian context, it is an under-researched area and tries to fulfill this gap.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1988Structural equation modeling in practice: A review and recommended two-step approach.2000A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies 1988SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality 1996The Behavioral Consequences of Service Quality 1984A Service Quality Model and its Marketing Implications 2000Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments 2004E-S-QUAL

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