Impact of E-Service quality on customer loyalty: in case of online shopping customers in Sri Lankan retail industry

Abstract

With the rapid worldwide growth in electronic commerce businesses are attempting to obtain a competitive advantage by using e-commerce to interact with customers. However there are instances where many online stores related to retail industry denouement their businesses since not much effort is put in identifying the crucial factors to create a loyal customer base. There are many factors influencing customer loyalty, amongst e-service quality plays a critical role. Businesses with the most experience and success in using e-commerce are starting to realize that the key determinants of success or failure are not merely web site presence and low price but also include the electronic service quality (e-service quality) (Yang, 2001; Zeithaml, 2002). Since studies on the level of e-service quality and customer loyalty are only handful, the purpose of this study is to measure both e-service quality and customer loyalty among the online shopping customers in Sri Lankan retail industry. Hence through this study researchers intended to fill the existing knowledge gap through the research problem “How e- service quality affects the customer Loyalty among Online customers in Sri Lankan retail industry?”