Determining the Effect of Online Service Quality toward Perceived Risk, Customer Attitudes, Relationship Quality, Online Purchase Intention, E-Loyalty, and Purchasing Behavior | Chapter 10 | New Innovations in Economics, Business and Management Vol. 5

 This study aims to investigate and explain 1) the impact of online service quality on perceived risk, 2) the impact of online service quality on customer attitudes, 3) the impact of online service quality on online relationship quality, 4) the impact of perceived risk on customer attitudes, 5) the impact of perceived risk on online relationship quality, 6) the impact of online service quality on online purchase intention, and 7) the impact of risk on online purchase intention. This was an explanatory study, which means it explained the link between variables. Consumers who made online purchases from SMEs that were members of the world's Top 50 SMEs in the online version of the Markeeter magazine were studied. A total of 123 consumers make up the analysis unit. To evaluate the hypotheses, the Generalized Structured Component Analysys (GSCA) was utilised as an analytical tool. Online service quality toward perceived risk, online service quality toward customer attitudes, online service quality toward online relationship quality, perceived risk toward online relationship quality, customer's attitudes toward online purchase intention, online relationship quality toward online purchase intention, online purchase intention toward e-customer loyalty, and e-customer loyalty towar Online service quality toward online purchase intention, perceived risk toward customer attitude, perceived risk toward online purchase intention, and online purchase intention toward online purchasing behaviour were the hypotheses with no significant effect. Customer sentiments and the strength of their relationships have a big impact on online purchase intent. While online purchase intent has a big impact on e-loyalty, it has no impact on purchasing behaviour, whereas e-loyalty has a significant impact on purchasing behaviour.

Author(S) Details

Yulianto Edy
Business Administration Department, Faculty of Administrative Science, University of Brawijaya Malang, East Java, Indonesia.

Siti Astuti Endang
Business Administration Department, Faculty of Administrative Science, University of Brawijaya Malang, East Java, Indonesia.

Suyadi Imam
Business Administration Department, Faculty of Administrative Science, University of Brawijaya Malang, East Java, Indonesia.

Nayati Utami Hamidah
Business Administration Department, Faculty of Administrative Science, University of Brawijaya Malang, East Java, Indonesia.

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