Relationship between Service Quality, Satisfaction, and Loyalty of Google Users

Soon-Liong Lee ； Mohd Shoki Md Arif ； Huam Hon Tat ； Amran Rasli ； Ahmad Jusoh

《International Journal of Electronic Commerce Studies》 2卷1期 (2011/06) Pp. 35-55

並列摘要

The purpose of this research is to determine the relationship between perceived electronic service quality (e-SQ), electronic satisfaction (e-satisfaction) and electronic loyalty (e-loyalty) in the usage of the Google search engine. The modification of E-SERVQUAL (efficiency, fulfilment, and reliability) and two additional two dimensions (assurance and site aesthetics) were constructed to measure perceived e-SQ. The measurement of e-satisfaction was based on Schaupp and Bélanger's study, and a cognition-affection-behaviour approach was adapted to measure e-loyalty. A total of 360 sets of questionnaires were distributed randomly to students of a Malaysian public university. The results indicated that capability, efficiency, site aesthetics, assurance, and performance were determinants of e-SQ. The high correlation and marked relationships were found between e-SQ and e-satisfaction, and between e-satisfaction and e-loyalty. Capability of the search engine had the strongest impact on e-satisfaction; in contrast, e-satisfaction was positively influenced by e-loyalty. The practical implications of the findings in terms of improving e-SQ of search engines to ensure continuous revisit/reuse of their services were discussed.

並列關鍵字

Electronic Service Quality (e-SQ) ； Electronic Satisfaction (e-Satisfaction) ； Electronic Loyalty (e-Loyalty) ； Google ； Search Engine

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