Relationship between Service Quality, Satisfaction, and Loyalty of Google Users

Soon-Liong Lee；Mohd Shoki Md Arif；Huam Hon Tat；Amran Rasli；Ahmad Jusoh

Electronic Service Quality (e-SQ) ； Electronic Satisfaction (e-Satisfaction) ； Electronic Loyalty (e-Loyalty) ； Google ； Search Engine

International Journal of Electronic Commerce Studies

2卷1期（2011 / 06 / 01）

35 - 55

英文

The purpose of this research is to determine the relationship between perceived electronic service quality (e-SQ), electronic satisfaction (e-satisfaction) and electronic loyalty (e-loyalty) in the usage of the Google search engine. The modification of E-SERVQUAL (efficiency, fulfilment, and reliability) and two additional two dimensions (assurance and site aesthetics) were constructed to measure perceived e-SQ. The measurement of e-satisfaction was based on Schaupp and Bélanger's study, and a cognition-affection-behaviour approach was adapted to measure e-loyalty. A total of 360 sets of questionnaires were distributed randomly to students of a Malaysian public university. The results indicated that capability, efficiency, site aesthetics, assurance, and performance were determinants of e-SQ. The high correlation and marked relationships were found between e-SQ and e-satisfaction, and between e-satisfaction and e-loyalty. Capability of the search engine had the strongest impact on e-satisfaction; in contrast, e-satisfaction was positively influenced by e-loyalty. The practical implications of the findings in terms of improving e-SQ of search engines to ensure continuous revisit/reuse of their services were discussed.

1. Anderson, E. W.,Mittal, V.(2000).Strengthening the satisfaction-profit chain.Journal of Service Research,3(2),107-120.
2. Anderson, R. E.,Srinivasan, S.S.(2003).E-satisfaction and e-loyalty: a contingency framework.Psychology and Marketing,20(2),123-138.
3. Bitner, M. J.,Hubbert, A. R.(1994).Encounter satisfaction versus overall satisfaction versus quality.Service quality: New directions in theory and practice,Thousand Oaks, CA:
4. Bolton, R. N.,Drew, J. H.(1992).Mitigating the effect of service encounter.Marketing Letters,3(1),57-70.
5. Caruana, A.(2002).Service loyalty: the effects of service quality and The mediating role of customer satisfaction.European Journal of Marketing,36(7/8),811-830.
6. Chang, H. H.,Chen, S. W.(2008).The impact of customer interface quality, satisfaction and switching costs on e-loyalty: internet experience as a moderator.Computers in Human Behavior,24(6),2927-2944.
7. Chia, J. J. H.,Chao, M. H.(2008).The relationship between service quality and customer satisfaction in a leading Chinese web 2.0 company.The Business Review,11(1),84-89.
8. Descy, D. E.(2009).All aborad the Internet: Grooker, and kartOO, Addict-o-matic and more: really different search engines.TechTrends,53(3),7-8.
9. Elgesem, D.(2008).Search engines and the public use of reason.Ethics and information Technology,10(4),233-242.
10. Flavian, A.,Guinaliu, M.,Gurrea, R.(2006).The role played by perceived usability, satisfaction and consumer trust on web site loyalty.Informant and Management,43(1),1-14.
11. Floh, B.,Treiblmaier, H.(2006).What keeps the e-banking customer loyal? A multigroup analysis of the moderating role of customer characteristics on e-loyalty in the financial service industry.Journal of Electronic Commerce Research,7(2),97-109.
12. Gee, R.,Coates, G.,Nicholson, M.(2008).Understanding and profitably managing customer loyalty.Marketing Intelligence and Planning,26(4),359-374.
13. Giese, J. L.,Cote, J. A.(2002).Defining Consumer Satisfaction.Academy of Marketing Science Review,2000(1),1-24.
14. Hair, J. F., Jr,Anderson, R. E.,Tatham, R. L.,Black, W. C.(1998).Multivariate Data Analysis.USA:Prentice-Hall.
15. Hill, R. R.(1998).Analytical comparison of optimization problem generation methodologies.Proceedings of The 1998 Winter Simulation Conference,Washington DC:
16. Lam, S. Y.,Shankar, V.,Erramilli, M. K.,Murthy, B.(2004).Customer value, satisfaction, loyalty, and switching costs: an illustration from a business-to-business service context.Journal of the Academy of Marketing Science,32(3),293-311.
17. Lu, J.,Lu, Y.(2007).Dimensions and influencing factors of customer loyalty in the intermittent service industry.The Journal of Qualitative and Technical Economics,3(1),91-101.
18. Nacif, R. C.(2003).Online Customer Loyalty: Forecasting the Repatronage Behavior of Online Retail Customers.Germany:
19. Oliver, R. L.(1997).Satisfaction, a behavioural perspective on the consumer.New York:McGraw-Hill.
20. Parasuraman, A.(2004).Assessing and improving service performance for maximum impact: insights from a two-decade-long research journey.Performance Measurement and Metrics,5(2),45-52.
21. Parasuraman, A.,Zeithaml, V.,Malhorta, A.(2005).E-S-QUAL, A multiple-item scale for assessing electronic and revolution in web site functionalities.Decision Sciences,35(3),423-455.
22. Parasuraman, A.,Zeithaml, V.A.,Malhorta, A.(2005).E-S-QUAL: A multiple-item scale for assessing electronic service quality.Journal of Service Research,7(3),213-233.
23. Ranaweera, C.,Neely, A.(2003).Some moderating effects on the service quality - customer retention link.International Journal of Operations and Production Management,23(2),230-248.
24. Reichheld, F. F.,Schefter, P.(2000).E-loyalty: your secret weapon on The web.Harvard Business Review,78(4),105-113.
25. Reynolds, K.,Beatty, S.(1999).Customer benefits and company consequences of customer-salesperson relationships in retailing.Journal of Retailing,75(1),11-32.
26. Riley, A.W.,Ensminger, M.,Forrest, C. B.,Kang, M.,Green, B. F.,Starfield, B.,Ryan, S.(2000).Validity of measures of socioeconomic status of adolescents.Journal of Adolescent Research,15(3),392-419.
27. Santos, J.(2003).E-service quality: a model of virtual service quality dimensions.Management Service Quality,13(3),233-246.
28. Schaupp, L.,Bélanger, C. F.(2005).A conjoint analysis of online consumer satisfaction.Journal of Electronic Commerce Research,6(2),95-111.
29. Sekaran, U.(2000).Research Methods for business: A skill building approach.New York:John Wiley & Sons.
30. Semeijin, J.,van Riel, A. C. R.,van Birgelen, M. J. H.,Streukens, S.(2005).E-services and offline fulfilment: how e-loyalty is created.Managing Service Quality,15(2),182-194.
31. Shankar, V.,Smith, A. K.,Rangaswamy, A.(2003).Customer satisfaction and loyalty in online and offline environments.International Journal of Research in Marketing,20(2),153-175.
32. Srinivasan, S.S.,Anderson, R.,Ponnavolu, K.(2002).Customer loyalty in e-commerce: an exploration of its antecedents and consequences.Journal of Retailing,78(1),41-50.
33. Storey, P. L.(2009).Optimizing your website: Search engine optimization, pay per click, email marketing.International Journal of Pharmaceutical Compounding,13(4),312-313.
34. Suchánek, P.(2010).The fundamentals of a prosperous e-shop in connection to search engine optimization.E+M Ekonomie a Management,92-103.
35. White, B.,Langville, Amy,Meyer, Carl(2008).Google’s Page Rank and beyond: the science of search engine rankings.Inf Retrieval,11(5),471-472.
36. Zeithaml, V. A.,Parasuraman, A.,Malhotra, A.(2001).MSI Working Paper SeriesMSI Working Paper Series,Cambridge, MA:.

1. CokroWibisono,Candiwan(2021).Analysis of the Influence of Website Quality to Customer's Loyalty on E-Commerce.International Journal of Electronic Commerce Studies,12(1),84-103.