Service Quality, Satisfaction and Loyalty on Online Marketing: An Empirical  Investigation

Service Quality, Satisfaction and Loyalty on Online Marketing: An Empirical Investigation

Gajendra Sharma

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Kathmandu University

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Abstract

The purpose of this study is to empirically investigate the impacts of satisfaction on eservice quality, trust and on e-loyalty in online marketing. The theoretical background used in this study was social exchange theory. Online survey from students and faculty members of Kathmandu University, Nepal was conducted in this study. The analytical results indicate that e-service quality, customer service, and trust have strong direct effect on satisfaction and impacts of indirect effects with e-loyalty are more significant. Findings also indicated that satisfaction was a significant variable that mediated the relationships between service quality and customer loyalty.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Gajendra Sharma. 2017. \u201cService Quality, Satisfaction and Loyalty on Online Marketing: An Empirical Investigation\u201d. Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 17 (GJMBR Volume 17 Issue E2).

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GJMBR Volume 17 Issue E2

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

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Classification

GJMBR-E Classification JEL Code: M31

Submission ReceivedDecember 16, 2016
Peer Review Double Blind
Handling Editor
Accepted January 3, 2017
Published January 15, 2017

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v1.2

Issue date

October 15, 2017

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Article Matrices

Total Score: 101

Country: Nepal

Subject: Global Journal of Management and Business Research - E: Marketing

Authors: Gajendra Sharma (PhD/Dr. count: 0)

View Count (all-time): 185

Total Views (Real + Logic): 3347

Total Downloads (simulated): 1681

Publish Date: 2017 10, Sun

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Total Views: 3347

Total Downloads: 1681

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