IMPACT OF PERCEIVED CONVENIENCE, E- SATISFACTION AND E-TRUST ON E- LOYALTY; A MEDIATING ROLE OF E-SERVICE QUALITY. A STUDY ON SUPERSTORES OF KARACHI

Abstract

This study’s goal is to conceptualize how the growth of e-loyalty can be understood as being influenced by perceived convenience, e-satisfaction, e-trust, and e-service quality. This study examines all of the direct and indirect effects that these variables may have on one another and, ultimately, on customer e-loyalty. It also presents a thorough model of these variables’ interactions that goes beyond what has previously been investigated. Methodology & Design: The research was designed in such a way that it is able to collect maximum amount of information from the respondents that were doctors. Nature of this research was quantitative and cross sectional. There were seven hypotheses that have been defined for each variable in order to determine the impact of Impact of perceived convenience, E- satisfaction and E-trust on E-loyalty while keeping e service quality as medicating. Findings: Seven hypothesis were developed during the development of literature review. To determine each variable impact on each other adopted questionnaire was used where around 492 respondents were generated and each answer all demographic and variable questions. Questionnaire respondents lead towards the data analysis where five hypothesis were accepted and two were rejected on the basis of regression analysis. Research express need of attention towards e-service quality for superstore of Karachi. Limitations: This research study has been conducted over size. Hence it is difficult to generalize the overall findings. Sampling technique limited time frame with a specified sample was convenience due to which generalizability of this study is limited. Furthermore, the concept of healthcare service quality and its measurement have primarily been conducted from the perspective of the doctors; the patient's opinion of the healthcare service quality has not been taken into consideration. Recommendations The results provide managers with information that will help them better understand how e- service quality is generated and how crucial each attribute and dimension of e-service quality is to ensuring customer pleasure and trust, which ultimately can help to retain online consumers. Based on the findings of this study and in conjunction with current market trends, managers can enhance the level of customer care provided by online retailers. Consider the security and privacy element as it relates to the protection of credit card information.