The Moderating Role of Website Familiarity in the Relationships Between e-Service Quality, e-Satisfaction and e-Loyalty.

COMMITMENT (Psychology); CONCEPTUAL structures; CUSTOMER satisfaction; STATISTICAL correlation; GOODNESS-of-fit tests; INTELLECT; MARKETING; WEB development; QUESTIONNAIRES; STATISTICAL sampling; SCALE analysis (Psychology); SELF-evaluation; WORLD Wide Web; ELECTRONIC commerce; STRUCTURAL equation modeling; DATA analysis software; STATISTICAL models; DESCRIPTIVE statistics

Intense competition drives e-tailers to search for radically new ways to maintain and increase their market share. Drawing on Bagozzi's (1992) appraisal → affective response → behavior framework, this study highlights the need, and develops a framework for customer e-loyalty and website familiarity for e-tailer. The purpose of this study is to investigate the moderating role of website familiarity in the relationships between e-service quality, e-satisfaction and e-loyalty in the context of an emerging economy, Turkey. The survey data were obtained using a judgmental sampling technique and analyzed through structural equation modeling. The findings show that website familiarity has a significant positive moderating effect on the relationship between e-satisfaction and e-loyalty, while e-service quality positively affects e-loyalty directly and indirectly through e-satisfaction. Implications for research and practice are discussed. [ABSTRACT FROM AUTHOR]

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