Investigating the Impact of Electronic Service Quality on Customer Satisfaction and trust in Online Shopping (Case Study: Digikala Online Store)

The purpose of this research was to identify the effect of E-service quality and customer satisfaction on customer behavior in online shopping of Digikala online store

This research is a survey, applied and descriptive in terms of purpose. The statistical population includes all customers of Digikala online store in 1399 who have purchased from this store at least once. Available sampling method was used for 384 people and in order to collect information, Rita, Oliveira and Farisa(2019) 66-item questionnaire was used. For descriptive statistics, dispersion and central indexes were used along with graphs to fit the tables and to estimate the results of hypotheses and obtain the necessary values for statistical analysis, Kolmogorov-Smirnov tests, confirmatory factor analysis and structural equation modeling Statistical software SPSS version 25 and PLS version 3 were used.

All eleven research hypotheses that have examined the relationships between the variables of e-service quality, customer satisfaction, customer trust and customer behavior in online shopping have been confirmed. The results of the first, second, third and fourth hypotheses of the research showed that site design services by 43%, customer service by 20%, security/privacy by 16% and delivery by 46% affect the overall e-service quality in Digikala online store and improving the site design services, customer services, security/privacy and delivery process on the store site increases the overall e-service quality provided to customers. The results of data analysis on the fifth and sixth hypotheses of the research showed that the overall e-service quality affects the customer satisfaction by 35% and customer trust by 43% in Digikala online store and increasing the overall e-service quality increases customer satisfaction and trust. The results of data analysis on the seventh, eighth and ninth hypotheses of the research showed that customer satisfaction affects the repurchase intention by 29%, word of mouth by 34% and site revisit by 52% in Digikala online store and increasing the level of customer satisfaction has a positive effect on their buying behavior. .