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Customer-perceived value and loyalty: how do key service quality dimensions matter in the context of B2C e-commerce?

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Abstract

This paper develops a research model to examine the effect of e-service quality dimensions on customer-perceived value and customer loyalty. Based on a survey of 235 online customers, we identify five key e-service quality dimensions: care, reliability, products portfolio, ease of use, and security. Our empirical results show that all the five dimensions have significant and positive impacts on customer-perceived value which, in turn, increases customer loyalty. We further examine the mediating role of customer-perceived value in the relationship between each e-service quality and customer loyalty. The results suggest that customer-perceived value plays a partially mediating role in the effect of ease of use, care, product portfolio, and reliability on customer loyalty, and a fully mediating role in the relationship between security and customer loyalty. Managers may be in a position to benefit by employing the model presented in this study in an effort to improve service performance and, hence, retain customers.

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Acknowledgments

The authors acknowledge grants from the Research Grant Council of Hong Kong SAR (CityU 196513), City University of Hong Kong (9680022) and National Science Foundation of China (71172215).

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    Authors and Affiliations

    1. School of Business, Macau University of Science and Technology, Avenida Wai Long, Taipa, Macau

      Ling Jiang

    2. Management Department, College of Business, New Mexico State University, Las Cruces, NM, USA

      Minjoon Jun

    3. Department of Marketing, City University of Hong Kong, Kowloon, Hong Kong

      Zhilin Yang

    Authors
    1. Ling Jiang
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    2. Minjoon Jun
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    3. Zhilin Yang
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    Corresponding author

    Correspondence to Zhilin Yang.

    Additional information

    Ling Jiang, Minjoon Jun and Zhilin Yang contributed equally to this work.

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    Jiang, L., Jun, M. & Yang, Z. Customer-perceived value and loyalty: how do key service quality dimensions matter in the context of B2C e-commerce?. Serv Bus 10, 301–317 (2016). https://doi.org/10.1007/s11628-015-0269-y

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    • DOI: https://doi.org/10.1007/s11628-015-0269-y

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