Exploring The Relationship among E-Service Quality, E-Trust, E-Satisfaction and Loyalty at Higher Education Institutions
Keywords:E-service quality, E-trust, E-satisfaction, Loyalty, Structural Equation Modelling
We examine the effect of e-service quality through E-S-QUAL dimensions of efficiency, fulfilment, system availability, and privacy on e-trust, e-satisfaction and loyalty of students from public and private universities in Jakarta, Indonesia. A total of 304 undergraduates was employed as respondents, and the hypotheses were tested using Structural Equation Modelling (SEM). The findings revealed that efficiency and fulfilment significantly affect e-satisfaction, while fulfilment and privacy significantly affect e-trust. Fulfilment has the most substantial effect on e-satisfaction and e-trust that supports prior studies. Moreover, the relationships between e-trust, e-satisfaction, and loyalty are confirmed. Theoretical and managerial implications are presented.
Amin, S. M., & Ahmad, U. N. U. (2012) ‘The attributes of electronic service quality (e-SQ) among academic librarians’, Procedia-Social and Behavioral Sciences, Vol. 65, pp. 260-265. https://doi.org/10.1016/j.sbspro.2012.11.120
Amin, M., Rezaei, S. and Abolghasemi, M. (2014) ‘User satisfaction with mobile websites: the impact of perceived usefulness (PU), perceived ease of use (PEOU) and trust’, Nankai Business Review International, Vol. 5, No. 3, pp. 258-274. https://doi.org/10.1108/nbri-01-2014-0005
Anderson, R. E. and Srinivasan, S. S. (2003) ‘E‐satisfaction and e‐loyalty: A contingency framework’, Psychology and Marketing, Vol. 20, No. 2, pp. 123-138. https://doi.org/10.1002/mar.10063
Ariff, M. S. M., Yun, L. O., Zakuan, N. and Ismail, K. (2013) ‘The impacts of service quality and customer satisfaction on customer loyalty in internet banking’, Procedia-Social and Behavioral Sciences, Vol. 81, pp. 469-473. https://doi.org/10.1016/j.sbspro.2013.06.462
Barnes, S. J. and Vidgen, R. T. (2002) ‘An integrative approach to the assessment of e-commerce quality’, Journal of Electronic Commerce Research, Vol. 3, No. 3, pp. 114-127.
Bressolles, G. and Nantel, J. (2008) ‘The measurement of electronic service quality: Improvements and application’, International Journal of E-Business Research (IJEBR), Vol. 4, No. 3, pp. 1-19. https://doi.org/10.4018/jebr.2008070101
Brown, R. M. and Mazzarol, T. (2006) ‘Factors driving student satisfaction and loyalty in Australian Universities: the importance of institutional image’, In 20th Annual Australia and New Zeland Academy of Management Conference, Rockhampton, pp. 6-10.
Chek, Y. L. and Ho, J. S. Y. (2016) ‘Consumer electronics e-retailing: Why the alliance of vendors’ e-service quality, trust and trustworthiness matters’, Procedia-Social and Behavioral Sciences, Vol. 219, pp. 804-811. https://doi.org/10.1016/j.sbspro.2016.05.083
Chen, S. C. and Dhillon, G. S. (2003) ‘Interpreting dimensions of consumer trust in e-commerce’, Information Technology and Management, Vol. 4, No. 2-3, pp. 303-318. https://doi.org/10.1023/A:1022962631249
Chen, Y. H. (2011) ‘Undergraduates’ perceptions and use of the university libraries web portal: Can information literacy instruction make a difference? In Proceedings of the American Society for Information Science and Technology, Vol. 48, No. 1, pp. 1-10. https://doi.org/10.1002/meet.2011.14504801051
Cheung, C. M., and Lee, M. K. (2006) ‘Understanding consumer trust in Internet shopping: A multidisciplinary approach’, Journal of the American Society for Information Science and Technology, Vol. 57, No. 4, pp. 479-492. https://doi.org/10.1002/asi.20312
Cheung, C. M., and Lee, M. K. (2011) ‘Antecedents and consequences of user satisfaction with an e-learning portal’, International Journal of Digital Society, Vol. 2, No. 1, pp. 373-380. https://doi.org/10.20533/ijds.2040.2570.2011.0045
Crawford, J. L. (2012) ‘A link to the future: A pilot study look at how historically black colleges and universities with journalism and mass communications units use the Internet in recruiting’, Contemporary Issues in Education Research, Vol. 5, No. 2, pp. 47-60. https://doi.org/10.19030/cier.v5i2.6919
Bergamo, F. V. de M., Giuliani, A. C. and Galli, L. C. do L. A. (2011) ‘Students’ loyalty and retention pattern for higher education institutions: A theoretical study based on the relationship marketing’, Brazilian Business Review, Vol. 8, No. 2, pp. 42-65. https://doi.org/10.15728/bbr.2011.8.2.3
Ding, D. X., Hu, P. J. H. and Sheng, O. R. L. (2011) ‘E-SELFQUAL: A scale for measuring online self-service quality’, Journal of Business Research, Vol. 64, No. 5, pp. 508-515. https://doi.org/10.1016/j.jbusres.2010.04.007
Ganesh, J., Arnold, M. J. and Reynolds, K. E. (2000) ‘Understanding the customer base of service providers: An examination of the differences between switchers and stayers’, Journal of Marketing, Vol. 64, No. 3, pp. 65-87. https://doi.org/10.1509/jmkg.126.96.36.19928
Giner, G. R. and Rillo, A. P. (2016) ‘Structural equation modelling of co-creation and its influence on the student's satisfaction and loyalty towards university’, Journal of Computational and Applied Mathematics, Vol. 291, pp. 257-263. https://doi.org/10.1016/j.cam.2015.02.044
Grabner-Kräuter, S. and Faullant, R. (2008) ‘Consumer acceptance of internet banking: The influence of internet trust’, International Journal of Bank Marketing, Vol. 26, No. 7, pp. 483-504. https://doi.org/10.1108/02652320810913855
Hansen, E. and Jonsson, E. (2013) E-loyalty in fashion e-commerce: An investigation in how to create e-loyalty, [Online], Available: http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-26205 [11 Feb 2019].
Jin, B. and Park, J. Y. (2006) ‘The moderating effect of online purchase experience on the evaluation of online store attributes and the subsequent impact on market response outcomes’, ACR North American Advances, Vol. 33, pp. 203-211.
Kaisara, G., and Pather, S. (2011) ‘The e-government evaluation challenge: A South African Batho Pele-aligned service quality approach. Government Information Quarterly, Vol. 28, No. 2, pp. 211-221. https://doi.org/10.1016/j.giq.2010.07.008
Karunasena, K. and Deng, H. (2012) ‘Critical factors for evaluating the public value of e-government in Sri Lanka’, Government Information Quarterly, Vol. 29, No. 1, pp. 76-84. https://doi.org/10.1016/j.giq.2011.04.005
Kim, J., Jin, B. and Swinney, J. L. (2009) ‘The role of etail quality, e-satisfaction and e-trust in online loyalty development process’, Journal of Retailing and Consumer Services, Vol. 16, No. 4, pp. 239-247. https://doi.org/10.1016/j.jretconser.2008.11.019
Kumar, S. D. and Jumnal, A. (2015) ‘A real-time grid-enabled test bed for sharing and searching documents among universities’, In 2015 Second International Conference on Advances in Computing and Communication Engineering, Dehradun, pp. 604-609. https://doi.org/10.1109/icacce.2015.94
Lee, H. S., Choi, Y. H. and Jo, N. O. (2009) ‘Determinants affecting user satisfaction with campus portal services in Korea’, Journal of Internet Banking and Commerce, Vol. 14, No. 1, pp. 1-18.
Leonnard, L., Daryanto, H. K., Sukandar, D. and Yusuf, E. Z. (2015) ‘The loyalty model of private university student’, International Research Journal of Business Studies, Vol. 7, No. 1, pp. 55-68. https://doi.org/10.21632/irjbs.7.1.55-68.
Leonnard (2017) ‘Effects of Reputations and Satisfactions on Positive Word of Mouth Intentions and Switching Behaviors’, International Journal of Business Studies, Vol. 1, No. 1, pp. 1-8.
Leonnard. (2018a) ‘The performance of servqual to measure service quality in private university’, Journal on Efficiency and Responsibility in Education and Science, Vol. 11, No. 1, pp. 16-21. https://doi.org/10.7160/eriesj.2018.110103
Leonnard, S. E. (2018b) ‘Perceived Service Quality, Perceived Value for Money, Satisfaction and Repurchase Intention: An Evaluation on Private University Services’, International Journal of Commerce and Finance, Vol. 4, No. (1), pp. 40-51.
Leonnard and Susanti, Y. F. (2019) ‘The advocacy model of Indonesian Chinese students, the affluent market. International Journal of Instruction, Vol. 12, No. 1, pp. 625-640. https://doi.org/10.29333/iji.2019.12140a
Florez-Parra, J. M., Perez, M. V. L. and Hernandez, A. M. L. (2014) ‘Corporate governance, analysis of the top 100 universities in the Shanghai ranking’, Revista de Educación, Vol. 364, pp. 170-196.
Mohammed, M. E., Wafik, G. M., Jalil, S. G. A. and El Hassan, Y. A. (2016) ‘The Effects of E-Service Quality Dimensions on Tourist’s e-Satisfaction’, International Journal of Hospitality and Tourism Systems, Vol. 9, No. 1, pp. 12-20.
Nisar, T. M. and Prabhakar, G. (2017) ‘What factors determine e-satisfaction and consumer spending in e-commerce retailing?’ Journal of Retailing and Consumer Services, Vol. 39, pp. 135-144. https://doi.org/10.1016/j.jretconser.2017.07.010
Oliveira, T., Alhinho, M., Rita, P. and Dhillon, G. (2017), ‘Modelling and testing consumer trust dimensions in e-commerce’, Computers in Human Behavior, Vol. 71, pp. 153-164. https://doi.org/10.1016/j.chb.2017.01.050
Palvia, P. (2009), ‘The role of trust in relational e-commerce exchange: A unified model', Information and Management, Vol. 46, No. 4, pp. 213-220. https://doi.org/10.1016/j.im.2009.02.003
Parasuraman, A., Zeithaml, V. A. and Malhotra, A. (2005), ‘ES-QUAL: A multiple-item scale for assessing electronic service quality’, Journal of Service Research, Vol. 7, No. 3, pp. 213-233. https://doi.org/10.1177/1094670504271156
Pitta, D., Franzak, F. and Fowler, D. (2006) ‘A strategic approach to building online customer loyalty: Integrating customer profitability tiers’, Journal of Consumer Marketing, Vol. 23, No. 7, pp. 421-429. https://doi.org/10.1108/07363760610712966
Quan, S. (2010) ‘Assessing the effects of e-service quality and e-satisfaction on internet banking loyalty in China’, In 2010 International Conference on E-Business and E-Government, Guangzhou, pp. 93-96. https://doi.org/10.1109/icee.2010.31
Reichheld, F. F., & Schefter, P. (2000) ‘E-loyalty: your secret weapon on the web’, Harvard business review, Vol. 78, No. 4, pp. 105-113.
Rojas-Méndez, J. I., Vasquez-Parraga, A. Z., Kara, A. and Cerda-Urrutia, A. (2009) ‘Determinants of student loyalty in higher education: A tested relationship approach in Latin America’, Latin American Business Review, Vol. 10, No. 1, pp. 21-39. https://doi.org/10.1080/10978520903022089
Rojas-Méndez, J. M. and Vasquez-Parraga, A. Z. (2015) ‘Determinants of student loyalty in higher education: A relationship marketing approach. In Proceedings of the 2007 Academy of Marketing Science (AMS) Annual Conference, pp. 51-51. https://doi.org/10.1007/978-3-319-11806-2_30
Rotchanakitumnuai, S. (2008) ‘Measuring e-government service value with the E-GOVSQUAL-RISK model’, Business Process Management Journal, Vol. 14, No. 5, pp. 724-737. https://doi.org/10.1108/14637150810903075
Saraite-Sariene, L., Rodríguez, M. del M. G. and de Rosario, A. H. (2018) ‘Exploring determining factors of web transparency in the world's top universities’, Revista de Contabilidad, Vol. 21, No. 1, pp. 63-72. https://doi.org/10.1016/j.rcsar.2017.07.004
Sembiring, M. G., (2013) Determinants of students’ loyalty at Universitas Terbuka’, Asian Association of Open Universities Journal, Vol. 8, No. 1, pp. 47-59. https://doi.org/10.1108/aaouj-08-01-2013-b005
Shaltoni, A. M., Khraim, H., Abuhamad, A. and Amer, M. (2015) ‘Exploring students’ satisfaction with universities’ portals in developing countries: A cultural perspective’, The International Journal of Information and Learning Technology, Vol. 32, No. 2, pp. 82-93. https://doi.org/10.1108/ijilt-12-2012-0042
Sheng, T. and Liu, C. (2010) ‘An empirical study on the effect of e-service quality on online customer satisfaction and loyalty’, Nankai Business Review International, Vol. 1, No. 3, pp. 273-283. https://doi.org/10.1108/20408741011069205
Swaid, S. I. and Wigand, R. T. (2007) ‘Key dimensions of e-commerce service quality and its relationships to satisfaction and loyalty’, BLED 2007 Proceedings, Bled, pp. 414-428.
Tandon, U., Kiran, R. and Sah, A. (2017) ‘Analyzing customer satisfaction: Users perspective towards online shopping’, Nankai Business Review International, Vol. 8, No. 3, pp. 266-288. https://doi.org/10.1108/nbri-04-2016-0012
Tella, A. and Bashorun, M. T. (2012) ‘Undergraduate students' satisfaction with the use of web portals’, International Journal of Web Portals (IJWP), Vol. 4, No. 2, pp. 56-73. https://doi.org/10.4018/jwp.2012040104
Ting, O. S., Ariff, M. S. M., Zakuan, N., Sulaiman, Z. and Saman, M. Z. M. (2016) ‘E-Service Quality, E-Satisfaction and E-Loyalty of Online Shoppers in Business to Consumer Market; Evidence from Malaysia', In IOP Conference Series: Materials Science and Engineering, Vol. 131, No. 1. https://doi.org/10.1088/1757-899x/131/1/012012
Udo, G. J., Bagchi, K. K. and Kirs, P. J. (2010) ‘An assessment of customers' e-service quality perception, satisfaction and intention’, International Journal of Information Management, Vol. 30, No. 6, pp. 481-492. https://doi.org/10.1016/j.ijinfomgt.2010.03.005
van Iwaarden, J., van der Wiele, T., Ball, L. and Millen, R. (2004) ‘Perceptions about the quality of web sites: A survey amongst students at Northeastern University and Erasmus University’, Information and Management, Vol. 41, No. 8, pp. 947-959. https://doi.org/10.1016/j.im.2003.10.002
Wolfinbarger, M. and Gilly, M. C. (2003) ‘ETailQ: Dimensionalizing, measuring and predicting etail quality’, Journal of Retailing, Vol. 79, No. 3, pp. 183-198. https://doi.org/10.1016/s0022-4359(03)00034-4
Yoo, B. and Donthu, N. (2001) ‘Developing a scale to measure the perceived quality of an Internet shopping site (SITEQUAL)’, Quarterly Journal of Electronic Commerce, Vol. 2, No. 1, pp. 31-45.
Zeithaml, V. A., Berry, L. L. and Parasuraman, A. (1996) ‘The behavioral consequences of service quality’, Journal of Marketing, Vol. 60, No. 2, pp. 31-46. https://doi.org/10.2307/1251929
Zeithaml, V. A., Parasuraman, A. and Malhotra, A. (2002) ‘Service quality delivery through web sites: a critical review of extant knowledge’, Journal of The Academy of Marketing Science, Vol. 30, No. 4, 362-375. https://doi.org/10.1177/009207002236911
Zhang, Y. L. and Bi, R. F. (2017). Studying on enhancing readers’ satisfaction model of electronic service quality in library based on LibQUAL+ and Kano. Procedia Engineering, Vol. 174, 260-266. https://doi.org/10.1016/j.proeng.2017.01.132
How to Cite
Authors declare with this manuscript intended for publication to ERIES Journal that:
- all co-authors agree with the publication of the manuscript even after amendments arising from peer review;
- all co-authors agree with the posting of the full text of this work on the web page of ERIES Journal and to the inclusion of references in databases accessible on the internet;
- no results of other researchers were used in the submitted manuscript without their consent, proper citation, or acknowledgement of their cooperation or material provided;
- the results (or any part of them) used in the manuscript have not been sent for publication to any other journal nor have they already been published (or if so, that the relevant works are cited in this manuscript);
- submission of the manuscript for publication was completed in accordance with the publishing regulations pertaining to place of work;
- experiments performed comply with current laws and written consent of the Scientific Ethics Committee / National Animal Care Authority (as is mentioned in the manuscript submitted);
- grant holders confirm that they have been informed of the submitted manuscript and they agree to its publication.
Authors retain copyright and grant ERIES Journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the published work with an acknowledgement of its initial publication in ERIES Journal. Moreover, authors are able to post the published work in an institutional repository with an acknowledgement of its initial publication in ERIES Journal. In addition, authors are permitted and encouraged to post the published work online (e.g. institutional repositories or on their website) as it can lead to productive exchanges, as well as earlier and greater citation of published work.