E-Service Quality and Consumer Loyalty: A study on Consumer Electronic Retail Industry
Independent thesis Advanced level (degree of Master (Two Years)), 10 credits / 15 HE creditsStudent thesis
This paper investigated the relationship between e-service quality and consumer loyalty in the context of consumer electronic retail industry in Sweden. E-service quality is found to be a prime determinant of consumer loyalty which is very important for the growth of any business regardless of the industry. On this study, we have selected four most important dimensions of e-service quality which are: Reliability, Responsiveness, Ease of use, and Security.
We adopted a quantitative approach for this study and our survey took place in the area of Umea University. We reached a total of 200 respondents who are used to with purchasing electronic products online. After collecting the data we analyzed it with the help of statistical tools and then interpreted the results in connection to our theoretical framework. We found that all the four dimensions of e-service quality have strong relationship with consumer loyalty which means that they have considerable impact on building and maintaining the loyalty of consumers in electronics retail industry. We found out that the consumers give the highest priority to the organization of website contents and security of transaction. If the company present the e-retailing website convincingly and ensure safety of transaction, the consumers are more likely to show loyalty towards that company. We also found that reliability is less important than the three other factors according to multiple regressions analysis result; though all the four factors found to be significant according to simple regression.
This study fulfills the lack of industry-specific study on the relationship between e-service quality and loyalty for consumer electronic goods industry. However, the study suggests a number of future research possibilities including reassessment of the e-service quality dimensions, measurement of the impact of social media on the relationship between e-service quality and consumer loyalty and so on.
Place, publisher, year, edition, pages
2011. , 72 p.
Internet, consumer electronics retail market, service quality, e-service quality, satisfaction, consumer loyalty.
IdentifiersURN: urn:nbn:se:umu:diva-54656OAI: oai:DiVA.org:umu-54656DiVA: diva2:524922
UppsokSocial and Behavioural Science, Law
Bonnedahl, Karl-Johan, Lecturer
Nylén, Ulrica, Lecturer