Customer loyalty development in online shopping: An integration of e-service quality model and commitment-trust theory

• Main Authors: Doddahulugappa Goutam, B. V. Gopalakrishna
• Format: Article
• Language: English
• Published: Growing Science 2018-11-01
• Series: Management Science Letters
• Subjects: E-Commerce; E-S-QUAL; Cognitive loyalty; SEM; Emerging Economy
• Online Access: http://www.growingscience.com/msl/Vol8/msl_2018_92.pdf
• ISSN: 1923-9335; 1923-9343

The aim of this study is to explore the determinants of cognitive loyalty in an online shopping envi-ronment. The study established a theoretical model by incorporating both e-service quality model and commitment-trust theory. A total of 937 responses were collected form Indian online shoppers by using the mail survey method. We assessed measurement model and structural model by using SPSS and AMOS. Study outcomes confirm that customer satisfaction, e-trust, commitment, and cognitive loyalty were strongly influenced by e-service quality and perceived value. Further, satisfaction had direct and positive influence on both e-trust and commitment but not on cognitive loyalty. E-trust had a positive impact on e-commitment and cognitive loyalty. Lastly e-commitment had a positive influence on cognitive loyalty. Based on the existing literature, there was a dearth of theo-retical understanding of cognitive loyalty in an emerging economy perspective. Thus, the current study accomplished the critical theoretical gap by encompassing previous investigations. We examined the phenomenon of customer loyalty by integrating e-service quality model and commitment-trust theory in business to consumer e-commerce environment while considering e-satisfaction as a mediator, highlighting the originality and contribution of the current research to the online consumer loyalty literature.