Effects of eservice quality on loyalty intention an empirical study in online auction

• Published in: Managing service quality Vol. 18; no. 2; pp. 127 - 146
• Main Authors: Yen, ChiaHui, Lu, HsiPeng
• Format: Journal Article
• Language: English
• Published: Emerald Group Publishing Limited 21.03.2008
• Subjects: Auctions; Customer loyalty; Customer satisfaction; Customer services quality; Online operations
• ISSN: 0960-4529; 1758-8030
• DOI: 10.1108/09604520810859193

Purpose The purpose of this study is to draw on expectancy disconfirmation theory EDT to explore eservice quality and the factors influencing an individual's loyalty intention towards online auctions. Designmethodologyapproach The authors conducted an empirical study and data were collected from a total of 619 bidders in online auctions. A structural equation modeling SEM is used to assess the relationships of the research model. Findings The findings show that eservice quality dimensions including efficiency, privacy protection, contact, fulfillment, and responsiveness have statistically significant influences on buyer's disconfirmation. Besides, buyers' disconfirmation of online auctions is positively associated with their satisfaction, and their satisfaction is positively associated with loyalty intentions. Practical implications The auctioneer should focus on purchase efficiency and protect the buyer's privacy. The seller should actively make contact with the buyer, fulfill order delivery, and respond to problems. Thus, the performances of auctioneer and seller are the true reassurance to buyers. Originalityvalue This study, which aims to shed light on eservice quality in online auctions, is the first study that has applied an EDTbased model to investigate the determinants of buyer's loyalty intention in online auctions.