1. Literature Review -a. E-Commerce service quality-E-service quality is defined as a consumer’s overall evaluation and judgment on the quality of the services that is delivered through the internet (Bauer et al.

, 2006; Liao et al., 2011; Parasuraman et al., 2005; Santos, 2003; Zeithaml et al., 2002).There has been no consensus on the number of dimensions of e-service quality. Many Researchers have formed scales to evaluate service quality of e-commerce websites. A rating scale called WebQual by Lociacono et al. was based on 12 dimensions.

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Another 9 item scale on four dimensions –ease of use, aesthetic design, processing speed and security called SITEQUAL developed by Yoo and Donthu. Another model called eTailQ, 14 items based on 4 dimensions- Website design, reliability, privacy, customer service. In online banking industry, Herington and Weaven (2009) found four dimensions of e-ServQual: personal needs, site organization, user friendliness, and efficiency; and all factors found as an important measure of e-service quality. In this paper, the perception of e-commerce customers is used as basis for measuring e-service quality.

The dimensions of e-commerce service quality adapted from literature of Herington and Weaven (2009) and Ho and Lin (2010).b. E- Customer Satisfaction- Customer Satisfaction is meeting of the customer’s expectation on products and services (Oliver,1980). If product/service performance exceeds perceived performance, customers are satisfied otherwise dissatisfied (Fullerton and Taylor, 2015; Oliver, 1993; Rust and Zahorik, 1993; Sharifi and Esfidani, 2014).

There has been no consensus on the number of variables of e-satisfaction. In this paper, the perception of e-commerce customers is used as basis for measuring e-service quality. The dimensions of e- satisfaction adapted from literature of  Amin et al., 2013; Cronin and Taylor, 1992; Herington and Weaven, 2009; Ribbink et al.

, 2004 which is restricted to transaction-specific judgement definition not to the cumulative satisfaction.c. E-Trust-Trust is the willingness of customer to rely on exchange party in whom one has confidence (Moorman et al.,1992). E-Trust is confidence the customer have in e-exchange channels. In this study, dimensions for e-trust adopted from literature of Dina Ribbink et.al (2004).d.

E-Loyalty-As per literature, there are two ways to measures customer loyalty- Behavioral and Attitudinal loyalty (Ball et al., 2004; Jacoby and Kyner, 1973; Kandampully et al., 2015). Anderson and Srinivasan (2003) defined e-customer loyalty as tendency of customers to revisit specific website and make purchase in future. In this study, dimensions for e-loyalty adopted from literature of (Amin et al., 2013; Ramseook-Munhurrun and Naidoo, 2011; Zeithaml et al., 1996)


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