Customer-perceived value and loyalty : how do key service quality dimensions matter in the context of B2C e-commerce?

Research output: Journal Publications and ReviewsRGC 21 - Publication in refereed journalpeer-review

137 Scopus Citations
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Original languageEnglish
Pages (from-to)301-317
Journal / PublicationService Business
Issue number2
Online published27 Feb 2015
Publication statusPublished - Jun 2016


This paper develops a research model to examine the effect of e-service quality dimensions on customer-perceived value and customer loyalty. Based on a survey of 235 online customers, we identify five key e-service quality dimensions: care, reliability, products portfolio, ease of use, and security. Our empirical results show that all the five dimensions have significant and positive impacts on customer-perceived value which, in turn, increases customer loyalty. We further examine the mediating role of customer-perceived value in the relationship between each e-service quality and customer loyalty. The results suggest that customer-perceived value plays a partially mediating role in the effect of ease of use, care, product portfolio, and reliability on customer loyalty, and a fully mediating role in the relationship between security and customer loyalty. Managers may be in a position to benefit by employing the model presented in this study in an effort to improve service performance and, hence, retain customers.

Research Area(s)

  • E-Service quality, Customer-perceived value, Customer loyalty, B2C e-commerce, Service quality dimensions