E-SERVICE QUALITY AND CUSTOMER ENGAGEMENT OF ONLINE SHOPS IN BAYELSA STATE, NIGERIA
Keywords:
Site aesthetics, Ease of use, Loyalty, E-service quality, Customer engagement, Online shops
Abstract
The global profanation of electronic commerce ensures that organizations comprehend the essentials of their presence in the digital platforms where marketing is practiced, to enable them to keep being relevant and to gain a competitive advantage in this era dominated by technology for markets and marketing. The primary focus of the study was to investigate the relationship between e-service quality and customer engagement of online shops in Bayelsa state, Nigeria. Two research questions and hypotheses were formulated for the study. As a social behavior-based study, the cross-sectional research design was adopted to enable data generation/ collection from different locations within the area of study. The population of the study was 24,335 while the sample size is 377 which was determined through Krejcie and Morgan (1970). This study found that site aesthetics and ease of use (e-service quality) had a positive and significant relationship with loyalty. The study concluded that e-service quality impacts customer engagement for online shopping. The study, therefore, recommended that online shops should pay attention to technical problems that always occur in an online systems such as trouble in applications on networks and sorting of product information. A good and friendly service system should be designed in order to reduce the time and effort costs in consumers’ entire service experience.
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References
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Sulieman, I. S. Al-H., &Warda, S. Al-M. (2017). Impact of electronic service quality on customers satisfaction of Islamic banks in Jordan. International Journal of Academic Research in Accounting, Finance and Management Sciences, 7(1), 170–188.
Surjadaja, H., Ghosh, S. and Antony, F. (2003). Determinants and assessing the determinants of e- service operation. Managing Service Quality, 13(1), 39-44.
Tractinsky, N., Katz, A.S., &Ikar, D. (2000). What Is Beautiful Is Usable. Interacting with Computers, 13, 127-145.
Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., &Verhoef, P. C. (2010). Customer engagement behaviour: theoretical foundations and research directions. Journal of Service Research, 13(3), 253-266.
Verhoef, P. C., Reinartz, W. J., &Krafft, M. (2010). Customer engagement as a new perspective in customer management Journal of Service Research, 13(3), 247-252.
Verleye, K., Gemmel, P., &Rangarajan, D. (2014). Managing engagement behaviours in a network of customers and stakeholders: Evidence from the nursing home sector. Journal of Service Research, 17(1), 68-84.
Wagner, C., &Majchrzak, A. (2007). Enabling customer-centricity using wikis and the wiki way. Journal of Management Information Systems, 23(3), 17-43.
Wang, & Wang, (2006). The impact of internet on service quality in banking sector. Unpublished Master Thesis, Lulea University of Technology.
Wilson, E.J. (2004). The Information revolution and developing countries. The MIT Press.
Zeithaml, V. A. (2000). Service quality, profitability, and the economic worth of customers: What we know and what we need to learn. Journal of the Academy of Marketing Science, 28(1), 67–85.
Al-Alaq, B (2004). Electronic services between theory and practice. Cairo, Egypt: Arabic Nile Group.
Bai, Y., Yao, Z., & Dou, Y.-F. (2015). Effect of social commerce factors on user purchase behaviour: An empirical investigation from renren.com. International Journal of Information Management, 35(5), 538-550.
Bilgihan, A., &Bujisic, M. (2015). The effect of website features in online relationship marketing: A case of online hotel booking. Electronic commerce research and applications, 14(4), 222-232.
Bijmolt et al., T. H. A. (2010). Analytics for customer engagement. Journal of Service Research, 13(3), 341-356.
Boyers, K. K., Hallowell, R., & Roth, A.V. (2002). E-service operations strategy – a case study and a method for analyzing operational benefits. Journal of Operations Management, 20(2), 175-188.
Brodie, R. J., Hollebeek, L. D., Juric, B., &Ilic, A. (2011). Customer engagement: conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 252-271.
Bruggen, G. H. V., &Wierenga, B. (2005). When are CRM Systems Successful? The Perspective of the User and of the Organization. Available at: http://papers.ssrn.com/sol3/papers.cfm?abstract _id=828168.
Busalim, A. H., Che Hussin, A. R., &Iahad, N. A. (2019). Factors Influencing Customer Engagement in Social Commerce Websites: A Systematic Literature Review. Journal of Theoretical and Applied Electronic Commerce Research, 14(2), 0–0.
De Ruyter, K., Wetzels, M., &Kleijnen, M. (2001). Customer adoption of e-service: an experimental study. International Journal of Service Industry Management, 12(2), 184-207.
Fadeleh, S. (2010). The impact of marketing on the quality of banking services' case study of some banks in Algeria. Unpublished master thesis, University Montwedi, Constantine, Algeria.
Gera, R. (2011), Modelling e-service quality and its consequences in India: ansem approach. Emerland Group Publishing Limited, 5(2/3), 203-225.
Ghosh, S., Surjadjaja, H., & Antony, J. (2004). Optimisation of the determinants of e-service operations. Business Process Management Journal, 10(6), 616-635.
Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A., & Skiera, B. (2010). The impact of new media on customer relationships. Journal of service research, 13(3), 311-330.
Hollebeek, L. (2011). Exploring customer brand engagement: definition and themes. Journal of strategic Marketing, 19(7), 555-573.Jukka, O. (2010). E-service quality: a conceptual model. International Journal of Arts and Sciences, 3(7), 127-143.
Khalid, A-M., & Nor, A. M. N. (2009). E-service quality, ease of use, usability and enjoyment as antecedents of e-crm performance: an empirical investigation in Jordan mobile phone services. The Asian Journal of Technology Management, 2(2), 50-63.
Kumar, V., Aksoy, L., Donkers, B., Venkatesan, R., Wiesel, T., &Tillmanns, S. (2010). Undervalued or overvalued customers: Capturing total customer engagement value. Journal of Service Research, 13, 297-310.
Lake, K., & Hickey, J. (2002). Service quality: A qualitative assessment. J. Market, 56, 55-68.
Lee, K. C., & Lee, S. (2003). A cognitive map simulation approach to adjusting the design factors of electronic commerce web sites. Expert Systems with Applications, 24, 1-11.
Mahmood, F. (2013). Impact of information technology usage by banks on customer satisfaction in banking sector of Pakistan. Management and Administrative Science Review, 2(2), 221-232.
Natalia, V., Elena, G., Nadezhda, K., & Olga, F. (2020). E-service quality from attributes to outcomes: the similarity and di_erence between digital and hybrid services. Journal of Open Innovation: Technology, Market and Complexity, 6, 143. Doi:10.3390/joitmc6040143
Nga, T. V., Miloslava, C., &Ho, T. T. (2019). The impact of e-service quality on the customer satisfaction and consumer engagement behaviors toward luxury hotels. Journal of Quality Assurance in Hospitality & Tourism, DOI:10.1080/1528008X.2019.1695701
Ofidia, A., Yasri., & Susi, E. (2018). Effect of perceived ease of use, service quality, price fairness, and trust on gocar user satisfaction in padang city. 2nd Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2018). Advances in Economics, Business and Management Research, 64, 870-876.
Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). ES-QUAL: A multiple-item scale for assessing electronic service quality. Journal of service research, 7(3), 213-233.
Patterson, P., Yu, T., &Ruyter, K. (2006).Understanding Customer Engagement in Services. Advancing Theory, Maintaining Relevance, Proceedings of ANZMAC 2006 Conference. Brisbane.
Paulo, R., Tiago, O., &Almira, F. (2019). The impact of e-service quality and customer satisfaction on customer behavior in online shopping. Heliyon, 5, 1-14.
Ramayah, T., & Lo, M.-C. (2007). Impact of VKDUHG EHOLHIV RQ µµSHUFHLYHG XVHIXOQHVV¶¶ DQG µµHDVH RI XVH¶¶ LQ WKH LPSOHPHQWDWLRQ RI DQ enterprise resource planning system. Management Research News, 30(6), 420-431
Ramón, B. B., Antonio, N. G., & Manuel, R. M. (2014). Evaluation of the e-service quality in service encounters with incidents: differences according to the socio-demographic profile of the online consumer. RevistaEuropea de Dirección y Economía de la Empresam, 23, 184–193.
Rowley, J. (2006). An analysis of the e-service literature towards a research agenda. Internet Research, 16(3), 339-359.
Sadaf, F., &Rahela, F. (2019). Service quality to e-service quality: a paradigm shift. Proceedings of the International Conference on Industrial Engineering and Operations Management Bangkok, Thailand, March 5-7, 1656-1666.
Sasono, I., Jubaedi, A. D., Novitasari, D., &wiyono, N. (2021). The impact of e-service quality and satisfaction on customer loyalty: empirical evidence from internet banking users in Indonesia. Journal of Asian Finance, Economics and Business, 8(4), 0465–0473.
Sulieman, I. S. Al-H., &Warda, S. Al-M. (2017). Impact of electronic service quality on customers satisfaction of Islamic banks in Jordan. International Journal of Academic Research in Accounting, Finance and Management Sciences, 7(1), 170–188.
Surjadaja, H., Ghosh, S. and Antony, F. (2003). Determinants and assessing the determinants of e- service operation. Managing Service Quality, 13(1), 39-44.
Tractinsky, N., Katz, A.S., &Ikar, D. (2000). What Is Beautiful Is Usable. Interacting with Computers, 13, 127-145.
Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., &Verhoef, P. C. (2010). Customer engagement behaviour: theoretical foundations and research directions. Journal of Service Research, 13(3), 253-266.
Verhoef, P. C., Reinartz, W. J., &Krafft, M. (2010). Customer engagement as a new perspective in customer management Journal of Service Research, 13(3), 247-252.
Verleye, K., Gemmel, P., &Rangarajan, D. (2014). Managing engagement behaviours in a network of customers and stakeholders: Evidence from the nursing home sector. Journal of Service Research, 17(1), 68-84.
Wagner, C., &Majchrzak, A. (2007). Enabling customer-centricity using wikis and the wiki way. Journal of Management Information Systems, 23(3), 17-43.
Wang, & Wang, (2006). The impact of internet on service quality in banking sector. Unpublished Master Thesis, Lulea University of Technology.
Wilson, E.J. (2004). The Information revolution and developing countries. The MIT Press.
Zeithaml, V. A. (2000). Service quality, profitability, and the economic worth of customers: What we know and what we need to learn. Journal of the Academy of Marketing Science, 28(1), 67–85.
Published
2022-03-20
How to Cite
EzuRizzy, C. H., & Ademe, D. G. (2022). E-SERVICE QUALITY AND CUSTOMER ENGAGEMENT OF ONLINE SHOPS IN BAYELSA STATE, NIGERIA. GPH-International Journal of Business Management, 5(01), 76-87. https://doi.org/10.5281/zenodo.6748280
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Articles
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