E-Service Quality and Continuance Intention in B2B E-Marketplace. An Empirical Exploration Through Sellers’ Perspectives

Purpose The paper explores the dimensions of e-service quality from the seller’s lens and further investigates their post-adoption behaviors to gauge what motivates continuous use intention among them. In doing so, it addresses the often-ignored yet pivotal sellers’ perspective in the B2B e-marketplace.Design/Methodology Through an extensive literature review and expert interviews, the study uncovered various dimensions of e-service quality from the sellers’ lens. Furthermore, the post-adoption behavior was investigated through the data collected from 324 sellers, which was analyzed using PLS-SEM.Findings The results revealed that efficiency, information quality, responsiveness, privacy and security, appearances and layout, and customization are the key e-service quality dimensions of B2B e-marketplace that must be offered, maintained, and enhanced for efficient service delivery. Furthermore, it was found that neither e-service quality nor satisfaction had a bearing on continuance intention; rather, it was perceived value that significantly drives continuance intention amongst sellers. Moreover, the mediation analysis revealed that only when e-service quality favorably shapes value perceptions can it drive continuous use behavior.Originality This study is one of the few research attempts that addresses post-adoption perspectives of the sellers in the e-marketplace context. The existing work focuses primarily on adoption; however, given the rising competition, analyzing e-service quality and investigating loyalty behavior becomes inevitable, as mere adoption cannot sustain long-term success.