By Topic

The Impact of Online Shopping Service Quality on Customer Loyalty in Emerging Economies: The Case of Chinese Customers

Sign In

Cookies must be enabled to login.After enabling cookies , please use refresh or reload or ctrl+f5 on the browser for the login options.

Formats Non-Member Member
$33 $13
Learn how you can qualify for the best price for this item!
Become an IEEE Member or Subscribe to
IEEE Xplore for exclusive pricing!
close button

puzzle piece

IEEE membership options for an individual and IEEE Xplore subscriptions for an organization offer the most affordable access to essential journal articles, conference papers, standards, eBooks, and eLearning courses.

Learn more about:

IEEE membership

IEEE Xplore subscriptions

3 Author(s)
Yi Lan Li ; Sch. of Software & Microelectron., Peking Univ., Beijing, China ; Hong Xia Si ; Xiao Hua Zhao

Along with the online shopping experience of Chinese customers getting mature, the quality of online shopping service becomes the vital factor influencing customer loyalty. Only when providing superior service quality that perceived by customers, the online store will increase competitive advantage. Thus, to establish an applicable instrument to evaluate the service quality of Chinese online shopping is essential. After localizing and adjusting of the E-S-QUAL multiple-item scale, this study designed a preliminary questionnaire as a Likert 5 point scale. Through statistical analysis, a multiple-item scale (CE-S-QUAL) for evaluating the service quality of Chinese online shopping has been established with good performance both in reliability and validity. This study also verified that the service quality positively impacts on the customer loyalty. Different influence of various dimensions of service quality on customer loyalty has also been identified. Some suggestions about managerial improvement are proposed.

Published in:

Service Sciences (IJCSS), 2012 International Joint Conference on

Date of Conference:

24-26 May 2012