An empirical test of the linkages of e-service quality with e-satisfaction and perceived value with e-loyalty-related behavioural intentions in India

The linkages of e-service quality perceptions of general website users in India are empirically tested with their e-satisfaction, value perceptions and e-loyalty related behavioural intentions. Initially, the e-SQ scale was developed and validated through exploratory and confirmatory factor analysis. The extracted e-SQ scale consisted of website attributes of ease of access, flexibility and reliability. The linkages of e-SQ with e-satisfaction, perceived value, and e-loyalty related behavioural intentions of repurchase and recommendation were empirically tested with the help of AMOS ver 4.0. The results provide support for the direct antecedent affect of e-SQ on perceived value which in turn was significant antecedent of e-loyalty related consumer intentions of repurchase and positive word of mouth. E-satisfaction was found to be direct antecedent of positive word of mouth intentions. However, e-SQ was not found to have direct significant linkage with e-satisfaction or e-loyalty related behavioural intent...