Editorial Board

A Refereed Monthly International Journal of Management

Impact of Online Service Quality Dimensions on Women’s E-Loyalty: A Study on Gold E-Stores

1. Medha Kulkarni

Associate Professor

Institute of Management and Research, MGM University

Chh. Sambhajinagar, India

medhakulkarni3108@gmail.com

ORCID ID: https://orcid.org/0000-0003-4893-5705

2. Leena B. Dam

Professor

Balaji Institute of Management & HRD

Sri Balaji University, Pune, India

leenadam@gmail.com

ORCID: https://orcid.org/0000-0002-3663-3489

3. Rushina Khan

Assistant Professor,

Deogiri Institute of Engineering & Management Studies,

Chh. Sambhajinagar, India

rushinakhan@dietms.org

4. Hiranya Dissanayake

Senior Lecturer

Department of Accountancy

Wayamba University of Sri Lanka

hiranya@wyb.ac.lk

Abstract

Consumer loyalty in online shopping environments has become increasingly important as e-commerce grows in the digital age. This study examines women's online gold jewelry buying experiences in the context of e-satisfaction, e-loyalty, and online service dimensions. Our hypothesis is that e-satisfaction explains how service dimensions affect e-loyalty through its mediating effect.

Using a diverse sample of 568 female participants who purchased gold jewelry online, we empirically tested our hypotheses. Our analysis of the data was rigorously conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings provide valuable insight into how factors influence women's e-loyalty. A first confirmation is that there exists full mediation, in which the level of e-satisfaction is the primary driver of e-loyalty. Critical service dimensions, such as reliability, data security, and web information, shape e-satisfaction.

A complementary mediation is also revealed in our study. The multifaceted nature of consumer behavior in the online gold jewelry market is reflected in the direct impact of customer service and perceived usefulness on e-loyalty. As a result, it is crucial to optimize service dimensions and foster e-satisfaction to enhance e-loyalty. Using these insights, retailers and e-commerce platforms can cultivate lasting customer relationships and thrive in the competitive online jewelry market.

Keyword: E-commerce, Online shopping, SERQUAL, E-satisfaction, E-loyalty

Introduction:

Gold jewelry as an investment avenue and part of bridal trousseau is as old as history.Consumers now swiftly purchase gold online due to the proliferation of internet and e-commerce. Growing base of internet users has led E-retailers to book phenomenal profits in the past decade. Prior research on measuring website quality (Ahmad et al., 2017) and recognizing client reliability was done. However, there has been no exploration of the conceptualization and logical legitimacy of e-service Quality Dimensions on Women's E-Loyalty. Increasing customer demands have led to newer improvements in e-retailing like better overall service quality, information, trust, compelling designs and satisfaction. Data analytics and artificial intelligence have created a better overall online shopping experience, giving it a personal touch. Hallmarking and provision of gold and diamond jewelry certifications have helped build customer confidence. Heavy discounts, competitive prices, variety, exchange & return policies, home trials, and easy payment options are attracting more customers.

This paper consolidates women buyer loyalty and satisfaction in online purchase of gold jewelry.Gaining customer loyalty and satisfaction by e-retailers is not an easy task. Safety and the need for confidence in a seller are basic components restraining web exchanges (AlGhamdi et al., 2011).

The authors have attempted to examine 5 aspects of the online gold jewelry market, with an emphasis on the impact of service quality dimensions on women's e-loyalty. Efficiency of web information, reliability, customer service, data security, perceived usefulness, e-satisfaction, and e-loyaltye-service quality determinants have been considered for this study.This research aims to examine the relationship between e-service quality dimensions, e-satisfaction and e-loyalty.

Literature Review and Hypotheses Development:

Recent academic research on electronic services have aroused considerable interests. Parasuraman and Zinkhan (2002) investigated marketing services through the internet. Research has also investigated how electronic service quality relates to e-satisfaction and e-loyalty.

Online service quality is defined as the overall perception of customers of the effectiveness (Santos, 2003). Zeithaml et al. (2002) defined E-service quality as "the degree to which a website facilitates efficient and effective shopping, purchasing, and delivery of products and services" (p. 363). Based on the extant literature, this study developed a scale to assess the quality of e-services.

According to Shankar &Jebarajakirthy (2019), comfort, functionality, and security/privacy are of concern to retail website visitors. The study conducted by Srinivasan et al. (2002) identified eight variables (referred to as "8Cs") that may influence consumer loyalty.

Loiacono et al. (2002a) conducted a study on web quality and created a scale consisting of 12 different dimensions. Upon reviewing the literature mentioned above, it was determined that only a small number of studies had taken into account factors such as web information, reliability, customer service, data security, and perceived usefulness as contributing factors to women's e-satisfaction and e-loyalty when purchasing gold jewelry online.

Efficiency of Web Information

A website's design and ease of use can significantly impact how satisfied customers are, how much they trust it, and how quickly they can complete their purchases. Lee and Lin (2005) study reveals that website structure and ease of use can save customers time and money when making purchases.

Information regarding product or service is highly valued by consumers, as demonstrated by research conducted by (Wu & Wu,2006). According to Danaheret al. (2003), it is beneficial to provide useful product information in both graphic and text format in order to improve website quality perception. Consumers prioritize information that facilitates product purchases and enhances perceived usefulness, ease of use, and trustworthiness (Ahn et al., 2003). Following a comprehensive review of relevant literature, the authors proposed the following hypotheses.

H1a: E-satisfaction is significantly influenced by the Web Information.

H1b: E-loyalty is significantly influenced by the Web Information.

Customer service

The quality of customer service can impact customer satisfaction, loyalty, and retention. Customer service occurs before, during, and after a purchase.Loiacono et al. (2002b) found that responsiveness and reliability were essential elements in online customer service. In their study, Jayawardhena and Wright (2009) concluded that technology, such as chatbots and virtual assistants, can be used to improve online customer service.In a study conducted by Bhat and Darzi (2020), customers expect prompt and helpful responses to their inquiries, particularly during times of pandemic. On the basis of the above discussion following hypotheses have been proposed:

H2a: E-satisfaction is significantly influenced by the Customer Service.

H2b: E-loyalty is significantly influenced by the Customer Service.

Reliability

Consistency and predictability are most important in making online transactions reliable. Website performance is an important factor in building online consumer trust and reliability in which website must be functional, usable, and secure (Zhu et al., 2002). The importance of customer service in online buying was recognized by Parasuraman et al. (2005). Prompt and effective customer support can help consumers resolve any issues or concerns they may have, resulting in greater consumer confidence and trust.The authors developed the following hypotheses.

H3a: E-satisfaction is significantly influenced byReliability.

H3b: E-loyalty is significantly influenced by Reliability.

Data Security

Data security is essential in protecting and safeguarding consumer privacy in online transactions. Security concerns can cause consumers to refrain from purchasing online.Data security is therefore essential to build consumers' trust in e-commerce (Flavian and Guinaliu, 2006). In online shopping consumers normally use security features like encryption and firewalls to protect the data (Collier and Bienstock, 2006). Having reviewed existing literature extensively, authors developed the following hypotheses.

H4a: E-satisfaction is significantly influenced by Data Security.

H4b: E-loyalty is significantly influenced by Data Security.

Perceived Usefulness

Any system or technology is useful if an individual believes that it is useful to accomplish their goals (Davis, 1989). Perceived usefulness of online shopping has a significant impact in consumer acceptance of that technology (Barnes &Vidgen, 2000). Consumer loyalty and repeat purchase behaviour are also positively correlated to the perceived usefulness. Consistency in choosing same retailer and perception of value is affected by perceived usefulness (Chairina, 2021). Based on a review of relevant literature, the authors propose the following hypotheses.

H5a: E-satisfaction is significantly influenced by the Perceived Usefulness.

H5b: E-loyaltyis significantly influenced by the Perceived Usefulness.

E-Satisfaction

In the context of online shopping, E-satisfaction can be described as the degree to which consumers are satisfied with their online purchasing experience. E-satisfaction is one of theimportant determinants of customer loyalty. It helps in understanding repeat buyingbehavior (Cristobal et al., 2007). In online shopping, e-satisfaction is dependent on the quality of web information, product and service quality, customer service, ease of use, and price of the product (Thaichon& Quach, 2015). Trust on the online retailer has a positive correlation with customers' e-satisfaction. Based on the literature review authors have developed following hypotheses.

H6: E-satisfaction has a significant impact on E-Loyalty

H6a: E-satisfaction acts as a mediator between Web Information andE-Loyalty.

H6b: E-satisfaction acts as a mediator between Customer Service andE-Loyalty.

H6c: E-satisfaction acts as a mediator between Reliability andE-Loyalty.

H6d: E-satisfaction acts as a mediator between Data SecurityandE-Loyalty.

H6e: E-satisfaction acts as a mediator betweenPerceived UsefulnessandE-Loyalty.

E-Loyalty

E-loyalty is the customer’s loyalty to the online retailer in online shopping. Loyalty is mostly seen in the intention of a consumer to make repeat purchase from the same retailer (Ho &Lee, 2015). Pham andAhammad (2017)have found the significant relation of e-loyalty with business success and profitability which has substantially increased recently. The prominent factors constituting customer loyalty in online services are customer’s trust, satisfaction, perceived value and switching costs (Ziaullah et al., 2014). Therefore, the empirical studies showing the role of women’s e-satisfaction, e-loyalty along with other five variables for online gold jewelry are lacking all together.

Figure 1:Proposed research model

Research Methodology

This study proposes a research model (Figure 1) that investigates how online service dimensions affect women's E-loyalty towards online gold jewelry. A five-dimensional service quality model for gold jewelry is presented, namely web information efficiency, customer service, reliability, data security, and perceived usefulness as predictors of E-loyalty.

E-satisfaction acts as a mediator in the proposed research model. For understanding how E-satisfaction impacts E-loyalty, the authors have adopted (CMRT) Cognitive-motivational-relational theory (Lazarus, 1991).This theory holds that cognitive processes (thinking), motivational processes (desires), and relational processes (interpersonal interactions) all contribute to determining consumer loyalty.

Survey Instrument Development and Validation

The study's research model comprises seven constructs, developed through extensive literature review. Each construct is represented by five statements, totaling 35 items to assess direct and indirect relationships among the variables. Both existing research statements and original ones tailored to study objectives were employed. Some items were adapted from prior research. Responses were collected using a five-point Likert scale. Pilot testing involved five professors and twenty women familiar to the authors who shop for gold jewelry online, with minor suggestions integrated into the final questionnaire.

Confirmatory factor analysis (CFA) was used to validate the instrument statistically.CFA was conducted using SmartPLS 4 software. A minimum outer loading of 0.5 was selected for strong measurement properties. With a loading of more than 0.5, each observed variable is strongly related to its underlying factor construct.A number of items were observed that had loadings below the threshold of 0.5, such as WI3, WI4, CS1, CS5, R2, R4, DS2, ES1, and EL1. Therefore, these items were excluded from the study's final measurement model.

Participants and data collected

The present study was principally conducted on women consumers who are used to buying online gold jewelry. Responses were collected from women consumers from three Indian states, Maharashtra, Karnataka, and Tamil Nadu. Authors have used non-probability sampling. A purposeful sampling methodology was used to collect the data.A purposeful sampling methodology was used to collect the data. Respondents were contacted online through e-mail and WhatsApp. Online questionnaires were circulated using Google forms. While collecting the data 720 questionnaires were circulated. Out of which only 568 were considered for the study as few questionnaires were incomplete.

Among 568 respondents, 55% (312) were Maharashtra residents, 31% (171) were Karnataka residents, and 24% (136) were Tamil Nadu residents.There were 568 female respondents, aged26 to 55 years old (M=36, SD=12.5), with varied educational backgrounds, the majority of whom were married (94%) and the remaining unmarried (6%). Among the participants, 45% were college graduates, 32% were postgraduates or equivalent, 14% were professionals and 8% were undergraduates. 57% of participants are employed full-time, 13% are employed part-time, 17% are self-employed, 6% are gig workers and 7 % are unemployed.The participants were asked which e-retail location they preferred to shop for gold jewelry to determine their preferred site of shopping. Majority of participants preferred shopping at PC Jewellers, Malabar Gold & Diamonds, Kalyan Jewelers, and Caratlane.

Harman’s Single Factor test

In the present study there is a risk of bias resulting from systematic errors in the data collection process. To avoid the possibility of inaccurate conclusions the authors have used Harman's Single Factor test to assess the common method bias if at all in the study.

To assess the variance explained by this single component, all items in an exploratory factor analysis were loaded into a single unrotated factor solution.Test results revealed that in the present study, 27.29% of the variance was explained by the single component. This variance is less than 50%, which is within acceptable ranges (Harman, 1960).Based on the study's results on the impact of online service quality dimensions on women's e-loyalty in online gold jewelry, the finding of a variance of 27% explained by a single factor suggests that women's e-loyalty is the result of multiple factors, and that common method bias does not play a significant role.

Data Analysis

Considering the complexity of the proposed research model and mediation role of E-satisfaction on E-loyalty, PLS-SEM was considered to be the most suitable technique for analysis. Two-step approach was adopted for the study where the outer model of the proposed theoretical framework was first tested for its convergent and discriminant validity, then hypotheses were tested by assessing the inner model of the framework.

Table 1: Outer Validity Measurement and Variance Inflation Factor (VIF) forMulticollinearity Detection.

Source: Smart PLS output

To evaluate the outer model's validity and reliability specific measures were employedin accordance with Hair et. al. (2016) recommendations, i.e "convergent validity," "discriminant validity," and "internal consistency reliability" (Cronbach's alpha) measures.

The results presented in Table 1 demonstrate acceptable internal consistency, with Cronbach's alpha values exceeding 0.70 and composite reliability (CR) values ranging from 0.772 to 0.823. Also, AVE values are greater than 0.5, which is considered the minimum threshold for convergent validity.In addition, the "crossloading matrix," the "Fornell-Larcker criterion method," and the "heterotrait-monotrait method" ratio (HTMT) are also included in these criteria (Leguina, 2015).

Finally, HTMT values are below 0.90. According to the study's measurement outer model, reliability, discriminant validity, and convergence validity of the scale are all validated. Consequently, the structural outer model can be used to assess the study hypotheses.

Table 2: Factor Cross Loadings

Source: Smart PLS output

Table 3: Fornell-Larcker Criterion &HTMT Matrix Results

Source: Smart PLS output

Evaluation of the Inner (Structural) Model

The study hypotheses were tested using a structural equation analysis. Chin (1998) recommends a model fit of at least 0.10. The study model represents the data accurately by showing high R2 values for both endogenous variables, namely 'E-satisfaction' and 'E-loyalty,' which are above the recommended threshold.Stone-Geisser Q2 values indicate the model's predictive capabilities, with values above zero for E-satisfaction (0.424) and E-loyalty (0.396). A model fit and predictive accuracy were determined by calculating the MSE (Root Mean Square Error) and MAE (Mean Absolute Error), with lower values indicating a better fit.As a final step,SmartPLS 4 bootstrapping was used to determine both the path coefficient and associated t-values for the 16 hypotheses. Of the 16 hypotheses, 11 were direct relationships and 5 were indirect relationships.The findings showed that all the direct impact of service dimensions on E-satisfaction are positive and statistically significant:

Therefore, H1a, H2a, H3a, H4a, and H5a were supported. However, only two service dimensions have a direct positive impact on E-loyalty, namely: Customer service (t-value = 3.654, p<0.000); perceived usefulness (t-value = 4.347, p 0.000). We do not support efficacy (t-value = 1.8, p > 0.05), reliability (t-value =1.325, p > 0.05), and data security (t-value =1.862, p > 0.05).In this study, H3b and H5b were accepted, however H1b, H2b, and H4b were rejected. This implied web information, reliability, and data security have relatively less impact on E-loyalty, but have a significant impact on E-satisfaction. When the direct impact of E-satisfaction on E-loyalty is observed, t = 8.383 and p = 0.00 it indicates significance. Thus, H6 is also supported by the study.Mediation effects are also analyzed in SmartPLS 4. The indirect effect of all five service dimensions on E-loyalty, with mediation of E-satisfaction is also found positive and significant. Mediation of E-satisfaction in the relationship between: Efficacy of web information and E-loyalty (t-value = 2.091, p < 0.05); Reliability and E-loyalty (t-value =3.101, p < 0.005); Customer service and E-loyalty (t-value = 2.349, p < 0.05); Data security and E-loyalty (t-value = 2.917, p < 0.005); Perceived usefulness and E-loyalty (t-value = 5.352, p < 0.001); hence supporting hypotheses H6a, H6b, H6c, H6d and H6e respectively.

Table 4Model Fit Indices (RMSE-MAE) and Coefficient of determination (R2), Stone-Geisser values (Q2)

Source: Smart PLS output

Table 5: Hypotheses Testing

Source: Smart PLS output

Figure 2: Inner and Outer Model

Discussion

The objective of this research was to examine how the five dimensions of service quality influence E-loyalty by means of E-satisfaction. As anticipated in the hypothetical framework, all five dimensions were found to have a direct impact on E-satisfaction. There exists a clear and significant correlation between E-satisfaction and E-loyalty.But the dimensions - efficacy of web information, data security and reliability are not directly related to the E-loyalty as the values are insignificant. It highlights the major factor that women’s loyalty for online gold jewelry is mainly an outcome of satisfaction which was directly impacted by 5 dimensions.

The existence of full mediation is defined by the fact that users e-loyalty is solely impacted by their level of e-satisfaction, which is in turn shaped by web information, data security, and reliability. The second factor is customer service and perceived usefulness, both of which have independent effects on e-loyalty, but together they have a stronger influence.

In addition to their direct impact through e-loyalty and indirect impact through e-satisfaction, which is complementary mediation, both customer service and perceived usefulness directly impact e-loyalty.Further, the model recognizes that customer service and perceived usefulness contribute to e-loyalty in ways that go beyond their influence on satisfaction. As a result, enhancing customer service and perceived usefulness can directly lead to greater e-loyalty. It indirectly leads to higher e-satisfaction, resulting in even higher loyalty intentions.

The full mediation findings imply that e-loyalty is entirely explained by their impact on customer satisfaction. In other words, satisfied customers are more likely to stay loyal to the brand, regardless of how reliable, secure, or accurate the web information is. Therefore, dissatisfied customers are likely to switch to a competitor, even if the website is reliable, secure, and has accurate information.

Implications of the Study

The study has the following implications: First, it provides insight into cognitive-motivational aspects of e-loyalty formation by applying CMRT to understand women's cognitive appraisal of online service quality dimensions in relation to online gold jewelry. Additionally, the study extends the application of CMRT to the online gold jewelry industry, specifically focusing on the e-loyalty of women. It contributes to the theoretical generalizability of CMRT and its applicability to e-commerce and women consumer segments. Further, women's e-loyalty in the context of online gold jewelry provides an additional gender perspective to the existing literature. The results highlight potential gender-specific parameters in the formation of e-loyalty, allowing us to gain a better understanding of how women perceive and evaluate service quality dimensions.

This study has managerial implications too. Findings emphasize the importance of improving service quality. Women customers expect businesses to provide accurate and relevant web information, robust data security, reliable website functionality, responsive and efficient customer service, as well as offering that are perceived valuable by them. E-satisfaction can be positively influenced by improving these aspects. It would enhance women's loyalty to e-commerce.

Business should place high priority on customer satisfaction with their online experience since e-satisfaction acts as a mediator between service quality dimensions and e-loyalty. user-friendly website interface, personalized recommendations, hassle-freetransactions, and prompt resolution to concerns raised should be incorporated by all E-stores.

Future Scope and Limitations

E-retail platforms have an encouraging future, driven by technological advances, changing consumer preferences, and the increasing digitalization of commerce. E-retail platforms can take advantage of the vast opportunities ahead by adapting to these trends and embracing innovation. The research paper studied five independent factors which were assessed to assess the cognition of women customers. However, Internet usage, language, technology acceptance, security and trust, might also be used as other variables for future studies. Other independent variables like education, income and age factor can also be taken into consideration as moderators for impending research. Businesses are using social networks to increase their sales. Hence these features can also be incorporated asmediators in future studies. The present study extends the application of CMRT to the online gold jewelry industry which focuses on e-loyalty of women only. Hence there is scope for further research in similar area by focusing on other gender and service categories.The current study is restricted to few states in India which limit its applicability to other geographical markets.

Conclusion:

E-satisfaction is crucial to driving women's e-loyalty to purchase of online gold jewelry. In addition to improving web information, data security, reliability, customer service, and perceived usefulness, improving e-satisfaction influences customers' loyalty intentions. E-loyalty relationship is mediated by e-satisfaction, which connects the independent variables. By focusing on e-satisfaction online experience can be continually improved to foster women's loyalty and enhance business competitiveness.

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