Effect of e-service quality towards customer satisfaction on customer loyalty; evidence from Sabah, Malaysia

This thesis aims to empirically investigates the relationship among e-service quality, customer satisfaction and customer loyalty of online shopper in Kota Kinabalu,Sabah. 150 questionnaires had been distributed randomly for online shopper, however only 119 data of respondent been used due to outliers. The hypotheses were tested by employing structural equation modelling. To test the dimensionality of the e-service quality, the 6 dimension of e-service quality which is efficiency, fulfilment, privacy, responsiveness, contact, website design being employed. In addition factor analysis been employed to test the strength of 6 dimension of e-service quality. The findings in this study found that e-service quality have positive significant impact for customer satisfaction as the mediator of e-service quality on customer loyalty. In term of customer satisfaction it gives positive significant relationship towards customer loyalty. Both e-service quality and customer satisfaction give positive significant effect towards customer loyalty. However, this study found out that only four dimension out of 6 dimension of e-service quality are strength and give a good indicator which are efficiency, fulfilment, privacy and responsiveness.