From e-Quality to e-Loyalty in Online Retailing:SEM Approach

The commercial importance of online services is growing exponentially. There is a clear need to develop a better understanding of how online shoppers evaluate these services and develops e-loyalty. The present study aims to study the mediating role of e-satisfaction between dimension of e-service quality and e-loyalty and the influencing role of gender and aggregator on the relationship of e-satisfaction and e-loyalty empirically. Data collected through self-administered survey of 245 online retail shoppers suggest that there is mediating role of e-satisfaction among the relationship between dimensions of e-service quality and e-loyalty and gender and aggregators do not influence the relationship. Theoretical and practical implications of these findings are examined and discussed in depth.