The Influence of E-Service Quality on Customer Perceived Value, Customer Satisfaction and Loyalty in South Africa

While researches on online shopping behaviour have been steadily increasing, they seem to be a paucity of studies that investigate the importance of E-service quality; customer perceived value and customer satisfaction that result in customer loyalty in online shopping perspective. The present research is an attempt to fill this gap by examining the relative influence of three antecedents of customer loyalty — e-service quality, customer satisfaction, and customer perceived value on consumer online shopping behaviour, using a sample of consumers in Gauteng Province of South Africa. The central argument of this paper is that online shopping behavior can be understood from the strength of loyalty outcomes. Six hypotheses are posited and in order to empirically test these hypotheses, a sample data set of 150 was used. Three hypotheses were supported while three (H1,H2 and H5) was rejected. Drawing from the study findings, this study provide tentative empirical support that online shopping behaviour can be influenced by e-service quality, customer satisfaction, loyalty and perceived value outcomes in Africa - a context that is often less researched on. DOI: 10.5901/mjss.2014.v5n9p331