The effect of e-service quality on e-customer loyalty: A research on Anadolu university academic staff

In the last century, technological advances leading to very large changes on marketing. Consequently it offered new opportunities to businesses and also led to even greater competition they are facing. This case make businesses to leave classiccal management mentality and to adopt new business and market strategies. The Internet, which becomes a part of daily lives, also become a part of everyday shopping. To retain customers, who are just a few keystrokes away from any Web sites without any constraint, has become very difficult. In case of any dissatisfaction, these customers would prefer a high number of competitiors and the switching cost is almost absence, thus in online environment, e-stores is to make it even more important to ensure customer loyalty.The present study investigates the relationships among service quality, service recovery quality, customer satisfaction and customer loyalty. The datas, which are provided from 185 Anadolu University academic staff, were analysed with descriptive statistic analysis, exploratory factor analysis, confirmatory factor analysis and structural equation modelling.Finding indicated that customer?s perception of electronic recovery service quality has direct effect on electronic service quality, electronic service quality has direct effect on e-customer satisfaction, e-customer satisfaction has direct effect on e-customer loyalty and except these there is no other direct effect on the model.