Not influencing the customer’s trust, satisfaction and loyalty. The

Not
much research has been found from literature review in field of E-commerce
service quality exploring customer’s e-trust, e-satisfaction and e-loyalty in
Punjab region and Chandigarh. E- Commerce is fundamentally changing the way of
reatiling. Under such situation, it is essential for e-tailers to study the
factors influencing customers trust, satisfaction and loyalty, so that they can
sustain for a longer run. The purpose of this paper is to explore the various
e-commerce service quality factors and how these certain antecedents
influencing the customer’s trust, satisfaction and loyalty. The objective of
the study are-

a.       To
identify which factor of e-service quality have strong influence

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b.      To
identify the factors of e-service quality that motivates customers to have
trust on E-Commerce.

c.       To
identify the factors of e-service quality that give satisfaction to E-commerce
customer.

d.       To identify the factors of e-service quality that
impact customers loyalty towards E-Commerce

e.       To
identify whether e-satisfaction drive e-trust.

1.     
Hypothesis
Development-

a.       E-commerce
service quality and e- satisfaction

The
relation between e-service quality and e-satisfaction is a subject of academic
debate. Some academician described service quality as antecedent of customer
satisfaction while some believe customer satisfaction as antecedent of service
quality. Ma et al. conducted a study and found that e-service quality
dimensions- efficiency, interactivity, security, information, ease of use and
content affect e-customer satisfaction. Ibok et al. studied 5 major e-service
quality dimension that affect customer satisfaction in Nigeria. Thus, positive
customer perception about the various e-service quality will result in
e-satisfaction (Carlson and O’Cass,
2011; Cristobal et al., 2007;; Singh and Kaur, 2013). E-commerce service
quality will also lead customers to visit again and have positive WOM (Carlson
and O’Cass, 2010). We also expect that trustworthy customer in e-commerce will
be affected positively by e-service quality.Thus, hypothesis proposed are-

H1: E-Service Quality has a significant positive association
with e-customer satisfaction

H2: E-Service Quality has a significant positive association
with e-customer trust

H3: E-Service Quality has a significant positive association
with e-customer loyalty

b.     
E-Customer satisfaction and E-loyalty

Many
studies have proved that satisfaction has a positive relation on building long
term relation of customer with other exchange partner, creating customer
loyalty. (Amin et al., 2013; Bloemer et al.,
1998; Cronin et al., 1992; Kassim and Abdullah, 2008; Zeithaml et al., 1996).
If the customer is dissatisfied with service provided, will lead to negative
WOM (Kandampully et al., 2015). Thus the hypothesis proposed is-

H4: E-customer satisfaction has a significant positive
association with e-customer loyalty

c.      
E-trust and E-loyalty-

Trust
is an- important factor impacting e-loyalty along with e-satisfaction (Reichheld et al., 2000).Trust  helps in building loyalty when the perceived
level of risk is high (Srinivasan and Anderson, 2002), increased spending. So
it can be expected that-

H5- E-trust has a significant positive association with
e-customer loyalty

d.     
E- satisfaction and e-trust

Customer
satisfaction  is related to trust closely (Geyskens et al., 1996) and 
is an measure of trust (Garbarino and Johnson, 1999; Selnes,1998).  It can be expected that-

H6- E-customer satisfaction has a significant
positive association with e-trust