| Summary: | The objective of this study is to examine the effect of e-service quality that
consists of six dimensions: website design, reliability, customer service,
security/privacy, personalization, and enjoyment, on consumer satisfaction and
loyalty in online shopping. This study also seeks to verify the moderating role of
product involvement in the relationship between dimensions of e-service quality and
consumer satisfaction. This study reached 198 respondents by offline and online
survey. Simple, multiple, and hierarchical regression analyses were employed to test
the proposed hypotheses.
Findings of the study indicate that reliability and security/privacy dimensions
of e-service quality are the strongest predictors of consumer satisfaction, whereas
website design, customer service, personalization, and enjoyment dimensions of eservice
quality have no positive effect on consumer satisfaction. It is confirmed that
consumer satisfaction has positive effect on consumer loyalty. Consumer satisfaction
also mediates the positive effect of reliability and security/privacy on consumer
loyalty. This study reveals that product involvement has no moderating role in the
relationship between e-service quality dimensions and consumer satisfaction.
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