The effect of e-service quality and e-service recovery quality on creating e-loyalty, the mediating role of e-satisfaction and e-trust: An application on e-shopping sites

Today, access to the information technology infrastructure has become extremely easy; therefore, it has become a large part of our daily lives. Moreover, companies moved most of their marketing activities to the electronic environment. Consequently, it is essential for e-loyalty that most e-shopping sites take initiatives to compensate for the negativities experienced in this process and increase the e-service quality offered to their consumers. In this context, e-service quality, e-service recovery quality, e-satisfaction, e-trust and e-loyalty levels perceived by consumers for e-shopping sites determine the marketing strategies of businesses for consumers. The thesis aims are: to measure the perceived levels of e-service quality, e-service recovery quality, e-satisfaction, e-trust and e-loyalty for the e-shopping site that e-shopping consumers order the most; to measure the direct effects between perception levels; to reveal the mediating role of e-satisfaction and e-trust perception levels on creating e-loyalty perception by the e-service quality and e-service recovery quality perceptions. Through the e-survey, 925 survey data were obtained from the answers given by the participants about the often-used e-shopping sites. The data was analyzed by structural equation modelling to evaluate the levels of the research variables, the significant relationships between variables, and the effects of these relationships. According to the study, e-service quality, e-service recovery quality, e-satisfaction, and e-trust perceptions directly affect e-loyalty perception. However, there is no significant effect of e-service recovery quality on e-satisfaction perception levels. Findings on the mediating role, the perception of e-service quality, the partial mediating role of both e-satisfaction and e-trust in creating the perception of e-loyalty; The perception of e-service compensation quality has only a partial mediation role of e-trust in creating e-loyalty perception.