Measuring Online Brokerage Customer Perceived E-Service Quality And Study On Relationship With Customer Loyalty

Among the current corporation management articles, it is still in the early stage regarding e-service quality. It is far more laggard than the e-bussiness development. The researches in this area cannot meet the requirements of practitioners. Moreover, in the e-service quality research area, scholars both domestic and overseas are focus on the online shopping e-bussiness that links with products. There are few researches focusing on the pure service industry such as the financial service industry. Therefore, this study is going to focus on the online securites brokerage industry to explore the key dominant dimensions of customer perceived e-service quality and to provide evidences for online broker's decision making. Meanwhile, this study is going to explore relationships among customer perceived e-service quality, customer perceived value, customer satisfaction and customer loyalty. It is hoped that the study can provide the academic guide for.online broker to enhance the forming of loyal costomer and improving the competence.This study has three main research questions: the first is to explore the main determinants of customer perceiced e-service quality, and to analyse their effects on the e-service quality. The second is to explore effects of the demographic variables on the customer perceived e-service quality. The third is to explore the relationships among customer perceiced e-servcie quality, customer satisfaction, customer perceived value and customer loyalty and to get the mechanism of customer perceived e-service quality effecting on customer loyalty.An online survey method was employed to collect the primary data in this study. Through 9 days online survey 208 qualified samples were obtained with the help of CZ318.com and TX consulting company. Pearson correlation tests, ANOVA and Multiple regression analyses were used to get four results. 1) The study supported that the seven e-SERVQUAL dimensions– tangibles, reliability, responsiveness, assurance, empathy, information quality and ease of use, are the determinants of Chinese online stock brokerage service quality. 2) The study also supported that there are significant differences in the effects of the seven key determinants on perceived service quality. The dimensions of assurance, information quality and reliability are the key determinants of e-service quality in online brokerage industry. 3) The demographic dimensions have no effects on the online brokerage e-service quality. 4) Customer perceived e-service quality has both direct effect on customer loyalty and indirect effect on customer loyalty through customer perceived value and customer satisfaction.The results have important meanings for improving online brokerage service quality and setting up service differatiation strategy. Firstly, the result makes online broker well-know that what are the main determinants of online brokerage customer perceived e-service quality and how to accurately measure the dimensions of e-service quality. Thus, the online broker can make correct decision on the corporate strategy. Secondly, online broker should put their efforts on the key determinants of online customer perceived service quality in order to enhance the value in use of the imputing capital. Finally, when online broker want to make customer loyalty through improving e-service quality, they must consider integrating customer perceived value and customer satisfaction to make decision.