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The effect of perceived service quality dimensions on customer satisfaction, trust, and loyalty in e‐commerce settings: A cross cultural analysis

Purpose - The paper aims to empirically investigate the relationship between perceived service quality, satisfaction, trust, and loyalty in e-commerce settings in two cultures - Malaysian and Qatari - at the level of construct dimensions. Design/methodology/approach - A survey method approach was us... Full description

Journal Title: Asia Pacific journal of marketing and logistics 2010-07-06, Vol.22 (3), p.351-371
Main Author: Kassim, Norizan
Other Authors: Asiah Abdullah, Nor
Format: Electronic Article Electronic Article
Language: English
Subjects:
Publisher: Patrington: Emerald Group Publishing Limited
ID: ISSN: 1355-5855
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recordid: cdi_proquest_journals_606753383
title: The effect of perceived service quality dimensions on customer satisfaction, trust, and loyalty in e‐commerce settings: A cross cultural analysis
format: Article
creator:
  • Kassim, Norizan
  • Asiah Abdullah, Nor
subjects:
  • Brand loyalty
  • Customer satisfaction
  • Customer services
  • Electronic commerce
  • Internet
  • Marketing
  • Quality of service
  • Research
  • Studies
  • Trust
  • Web site design
ispartof: Asia Pacific journal of marketing and logistics, 2010-07-06, Vol.22 (3), p.351-371
description: Purpose - The paper aims to empirically investigate the relationship between perceived service quality, satisfaction, trust, and loyalty in e-commerce settings in two cultures - Malaysian and Qatari - at the level of construct dimensions. Design/methodology/approach - A survey method approach was used in this study. To test the dimensionality of the perceived service quality, all 20 items were analyzed using oblique rotation and varimax rotation. The hypotheses were tested using the structural equations modeling and general linear model of univariate analysis of variance. Findings - Perceived service quality was found to have a significant impact on customer satisfaction. In turn customer satisfaction was found to have a significant effect on trust. Both customer satisfaction and trust have significant effects on loyalty through word of mouth (WOM) while WOM is an antecedent of repeat visits or repurchase intentions. Interestingly, trust does not directly influence the latter. With the exception of the effect of satisfaction on trust, we found no significant difference between the effects of perceived service quality on satisfaction, satisfaction on loyalty, and trust on loyalty among the Qatari and Malaysian customers indicating that the relationships in the model did not hold across the two cultural groups because the respondents have similar cultural background. Research limitations/implications - This study suffers from a limitation in that it uses a convenience sampling technique without a fully matched profile of the respondents. However, the satisfactory fit of the estimated model allows for the study to be a basis of a reliable comparison for future research. Practical implications - In an e-commerce setting companies can increase customer loyalty directly by improving the ease of use, the attractiveness, and the security of their website. Thus, marketers should tailor their marketing strategies to fit each marketing environment because overseas success of their business is very much a function of cultural adaptability. Originality/value - The major contribution of this study is that it is the first attempt to investigate the impact of word of mouth on trust and intention. [PUBLICATION ABSTRACT]
language: eng
source:
identifier: ISSN: 1355-5855
fulltext: no_fulltext
issn:
  • 1355-5855
  • 1758-4248
url: Link


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creatorKassim, Norizan ; Asiah Abdullah, Nor
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descriptionPurpose - The paper aims to empirically investigate the relationship between perceived service quality, satisfaction, trust, and loyalty in e-commerce settings in two cultures - Malaysian and Qatari - at the level of construct dimensions. Design/methodology/approach - A survey method approach was used in this study. To test the dimensionality of the perceived service quality, all 20 items were analyzed using oblique rotation and varimax rotation. The hypotheses were tested using the structural equations modeling and general linear model of univariate analysis of variance. Findings - Perceived service quality was found to have a significant impact on customer satisfaction. In turn customer satisfaction was found to have a significant effect on trust. Both customer satisfaction and trust have significant effects on loyalty through word of mouth (WOM) while WOM is an antecedent of repeat visits or repurchase intentions. Interestingly, trust does not directly influence the latter. With the exception of the effect of satisfaction on trust, we found no significant difference between the effects of perceived service quality on satisfaction, satisfaction on loyalty, and trust on loyalty among the Qatari and Malaysian customers indicating that the relationships in the model did not hold across the two cultural groups because the respondents have similar cultural background. Research limitations/implications - This study suffers from a limitation in that it uses a convenience sampling technique without a fully matched profile of the respondents. However, the satisfactory fit of the estimated model allows for the study to be a basis of a reliable comparison for future research. Practical implications - In an e-commerce setting companies can increase customer loyalty directly by improving the ease of use, the attractiveness, and the security of their website. Thus, marketers should tailor their marketing strategies to fit each marketing environment because overseas success of their business is very much a function of cultural adaptability. Originality/value - The major contribution of this study is that it is the first attempt to investigate the impact of word of mouth on trust and intention. [PUBLICATION ABSTRACT]
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subjectBrand loyalty ; Customer satisfaction ; Customer services ; Electronic commerce ; Internet ; Marketing ; Quality of service ; Research ; Studies ; Trust ; Web site design
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abstractPurpose - The paper aims to empirically investigate the relationship between perceived service quality, satisfaction, trust, and loyalty in e-commerce settings in two cultures - Malaysian and Qatari - at the level of construct dimensions. Design/methodology/approach - A survey method approach was used in this study. To test the dimensionality of the perceived service quality, all 20 items were analyzed using oblique rotation and varimax rotation. The hypotheses were tested using the structural equations modeling and general linear model of univariate analysis of variance. Findings - Perceived service quality was found to have a significant impact on customer satisfaction. In turn customer satisfaction was found to have a significant effect on trust. Both customer satisfaction and trust have significant effects on loyalty through word of mouth (WOM) while WOM is an antecedent of repeat visits or repurchase intentions. Interestingly, trust does not directly influence the latter. With the exception of the effect of satisfaction on trust, we found no significant difference between the effects of perceived service quality on satisfaction, satisfaction on loyalty, and trust on loyalty among the Qatari and Malaysian customers indicating that the relationships in the model did not hold across the two cultural groups because the respondents have similar cultural background. Research limitations/implications - This study suffers from a limitation in that it uses a convenience sampling technique without a fully matched profile of the respondents. However, the satisfactory fit of the estimated model allows for the study to be a basis of a reliable comparison for future research. Practical implications - In an e-commerce setting companies can increase customer loyalty directly by improving the ease of use, the attractiveness, and the security of their website. Thus, marketers should tailor their marketing strategies to fit each marketing environment because overseas success of their business is very much a function of cultural adaptability. Originality/value - The major contribution of this study is that it is the first attempt to investigate the impact of word of mouth on trust and intention. [PUBLICATION ABSTRACT]
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doi10.1108/13555851011062269