RELATIONSHIP BETWEEN SERVICE QUALITY, SATISFACTION, AND LOYALTY OF GOOGLE USERS

Abstract

The purpose of this research is to determine the relationship between perceived electronic service quality (e-SQ), electronic satisfaction (e-satisfaction) and electronic loyalty (e-loyalty) in the usage of the Google search engine. The modification of E-SERVQUAL (efficiency, fulfilment, and reliability) and two additional two dimensions (assurance and site aesthetics) were constructed to measure perceived e-SQ. The measurement of e-satisfaction was based on Schaupp and Bélanger’s study, and a cognition-affection-behaviour approach was adapted to measure e-loyalty. A total of 360 sets of questionnaires were distributed randomly to students of a Malaysian public university. The results indicated that capability, efficiency, site aesthetics, assurance, and performance were determinants of e-SQ. The high correlation and marked relationships were found between e-SQ and e-satisfaction, and between e-satisfaction and e-loyalty. Capability of the search engine had the strongest impact on e-satisfaction; in contrast, e-satisfaction was positively influenced by e-loyalty. The practical implications of the findings in terms of improving e-SQ of search engines to ensure continuous revisit/reuse of their services were discussed.