Investigating the effect of offline service quality, electronic service quality, electronic satisfaction, commitment and trust on electronic loyalty (Case study: Divar website users)

Document Type : Original Article


Payam Noor University, Tehran, Iran


The purpose of this study is to investigate the effect of offline service quality, electronic service quality, electronic satisfaction, commitment and trust on electronic loyalty of Divar website users. The statistical population of the study includes the users of Divar website in 2018. For the sample population 384 people were selected by simple random method. The present study is empirical in terms of purpose and descriptive-correlational in terms of data collection. According to the research method and the type of data required in this research, the tool used is a standard questionnaire. Cronbach's alpha method was applied to measure the reliability of the questionnaire, the value of which was 0.871. Based on the results obtained for each of the scales used at the 5% confidence level, the value of the t-value statistic is greater than 1.96, which shows that the correlation observed in all research hypotheses are significant.


Main Subjects

Anderson, R. E., & Srinivasan, S. S. (2003). E-satisfaction and e-loyalty: A contingency framework. Psychology and Marketing, 20(2), 123–138.
Casalo, L., Flavian, C., and Guinaliu, M. (2008). The role of perceived usability, reputation, satisfaction and customer familiarity on the website loyalty formation process. Computers Human Behavior, 24, 325-34.
Chung, K. H., Zhang, Y. Q., Dong, Y. H., & Shin, J. I. (2015). The Relationship among Trustworthiness, Website Atmosphere, Customer Trust, Website Image, and Stickiness: The Moderating Effects of Gender. International Journal of u-and e-Service, Science and Technology, 8(12), 117-128.
Eriksson M. (2009). Carolina Schuster. Customer loyalty in internet banking. International Business and Economics Program.
Lai, F., Griffin, M., Babin, B.J., (2009). How quality, value, image, and satisfaction create loyalty at a Chinese telecom. J. Bus. Res. 62 (10), 980–986.
Muslim, A. (2016). Internet banking service quality and its implication on e-customer satisfaction and e-customer loyalty, international journal of bank marketing.
Pontevia, A.F; Audrain- , N. G; Poncin, I. (2013). A good deal online: The Impacts of acquisition and transaction value on Satisfaction and E-loyalty. Journal of study of banking services in a transitional economy. International Journal of Bank Marketing, 28, 465–478.
Russel P.J. Kingshott, Piyush Sharma, Henry F.L. Chung (2018). The impact of relational versus technological resources on e-loyalty: A comparative study between local, national and foreign branded banks, Industrial Marketing Management.
Sigit Parawansa, D. A. (2018). Effect of commitment and customers’ satisfaction on relationship between service qualities to the customer retention in rural bank in Makassar, Indonesia. Journal of Management Development.
Valvi, A., & Fragkos, K. (2012). Critical review of the e-loyalty literature: a purchase centred framework. Electronic Commerce Research, 12, 331-378.
Wu, I-L. (2013). the antecedents of customer satisfaction and its link to complaint intentions in online shopping: An integration of justice, technology, and trust, International Journal of Information Management 33 (2013) 166– 176.
Yeng, L. C., & Mat, N. K. N. (2013). The Antecedents of Customer Loyalty in Malaysian Retailing: Capitalizing the Strategic Tool. [Conference]. Proceedings of 3rd Asia Pacific Business Research Conference, 1-17.
Ziaullah, M., Feng. Y. & Akhter, S. N. (2014). E-Loyalty: The influence of product quality and delivery services on e-trust and e-satisfaction in China. International Journal of Advancements in Research & Technology, 3 (10): 20-31.