An integrative model of e-loyalty development process: The role of e-satisfaction, e-trust, etail quality and situational factors

Scope and method of study. The purpose of this study is to propose an integrative model of e-loyalty development process including e-satisfaction, e-trust, etail quality and situational factors, and to empirically test the model. Data was collected in public facilities and each participant was asked to complete the paper questionnaire. Total of 182 usable data were obtained. Structural equation modeling using Lisrel 8.5 and moderated multiple regression analysis were employed to test the hypotheses.; Findings and conclusions. Both e-satisfaction and e-trust had influence on e-loyalty. The relationship between e-trust and e-satisfaction was found to be significant as well. Website design had impact on e-satisfaction; however, customer service did not have an effect e-satisfaction. Fulfillment/reliability influenced the e-satisfaction level as well as e-trust. Security/privacy had effect on e-trust. The situational variables did not moderate the relationship between e-satisfaction/e-trust and e-loyalty.