The Structural Equation Model of E-Service Quality on Customer Satisfaction and Repurchase Intention: Case Study of Purchasing Products from Websites

Abstract

The purposes of this study are to investigate the influence of an electronic service quality towards a customer satisfaction and repurchase intention of customers purchasing products via websites and to develop and validate the proposed causal model with the empirical data. The model involved three latent variables; namely, electronic service quality, customer satisfaction and repurchase intention. The quantitative survey research method is used for this study and the research tool is a questionnaire to collect data from 347 online application shoppers as the sample size. The statistics used in data analysis were frequency, mean, One Way ANOVA, and structural equation model analysis.

The result showed that it was found that the model was consistent with the empirical data. Goodness of fit measures was: Chi-square 812.71 (df = 345, p-value = 0.516); Relative Chi-square (X²/df) 2.356; Goodness of Fit Index (GFI) 0.912; and Root Mean Square Error of Approximation (RMSEA) 0.033. It was also found that the electronic service quality positively influences both directly and indirectly repurchase intention; and, customer satisfaction positive influences repurchase intention. The result also revealed that different level of online purchasing frequency significantly caused different level of electronic service quality.