Modelling e‐service quality and its consequences in India: an SEM approach

Purpose – The purpose of this paper is to empirically test a research model of consumer consequences of e‐service quality (e‐SQ) perceptions of general web site users. Design/methodology/approach – The dimensions of e‐SQ are extracted and validated through exploratory and confirmatory factor analysis. The uni‐dimensional model of e‐SQ, consisting of web site attributes of ease of access, flexibility, and reliability, is then tested by structural equation modelling using AMOS 4.0 for its linkages with e‐satisfaction (e‐SAT), perceived value, and e‐loyalty‐linked behavioral intentions, i.e. repurchase and recommendation intentions. Findings – It was found that e‐SQ is a direct antecedent of perceived value, perceived value in turn significantly affects e‐loyalty‐related consumer intentions of repurchase and positive recommendations. e‐SAT is a direct antecedent of positive recommendation intentions. However, e‐SQ was not found to have any consequential relationship with e‐SAT or direct links with behavioral intentions of e‐loyalty. Research limitations/implications – The proposed model is empirically validated with self‐selected participants and therefore the results need to be further supported through replication with varied consumer and cultural contexts. Practical implications – The model of e‐SQ and its consequences would help practitioners frame marketing strategies for web sites of e‐services, which are content rich in India, to enhance consumer loyalty and other favorable behavioral intentions. Originality/value – The multi‐variate comprehensive model of e‐SQ and its consequences has not been tested earlier in the e‐services context. The research extends the modelling of service quality and its consequences into the e‐services context.