publication . Article . 2014

Empirical Study on Multi-Channel Service Quality and Customer Loyalty of Retailers

Qi Yong-zhi;
Open Access
  • Published: 01 Jan 2014 Journal: Journal of Electronic Commerce in Organizations, volume 12, pages 1-12 (issn: 1539-2937, eissn: 1539-2929, Copyright policy)
  • Publisher: IGI Global
Abstract
<jats:p>This paper studies the influence of offline RSSQ (retailing store service quality), online store ESQ (E-service quality) and O2O MCISQ (multi-channel integration service quality) on traditional retailers' customer loyalty as well as the relation of them three in multi-channel retailing. 380 customers with both offline and online shopping experience at the same retailer's store are investigated. Through the structural equation model, we find out that in multi-channel retailing, RSSQ and MCISQ have a positive influence on customer loyalty; RSSQ and ESQ have a positive influence on MCISQ; the influence of ESQ on customer loyalty is not significant; ESQ has ...
Subjects
free text keywords: Marketing, Strategy and Management, Computer Networks and Communications, Computer Science Applications
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