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Article

Open Access

Antecedents of Customer E-loyalty With the Effect of Trustworthiness in Malaysia Context

Author(s)

Poh-Ming Wong Winnie, May-Chiun Lo, Ramayah Thurasamy

Full-Text PDF Download XML 19299 Views

DOI:10.17265/1537-1514/2014.11.004

Affiliation(s)

Poh-Ming Wong Winnie, Ph.D., School of Business and Management, University College of Technology Sarawak, 96000 Sibu, Sarawak, Malaysia.
May-Chiun Lo, Ph.D., accosiate professor, Faculty of Economics and Business, University Malaysia Sarawak, 94300 Sarawak, Malaysia.
Ramayah Thurasamy, Master, professor, Technology Management Lab, Operations Management Section, School of Management, University Sains Malaysia, 11900 Penang, Malaysia.

ABSTRACT

The rapid growth of online shopping has led to inspire customer e-loyalty among Malaysians, especially living in this digital environment. Commitment-trust theory is applied as the theoretical base to explain the factors influencing customer e-loyalty. The primary objective of this study is to investigate the direct impact of customer interface quality, service quality (SERVQUAL), website quality, technology acceptance factors, and technology trust on customer e-loyalty. This study also aims to examine the indirect effect of independence variables on customer e-loyalty through the effects of trustworthiness. SmartPLS 2.0 (M3) is applied as analytical tool to study the impact. A survey is conducted with 395 respondents who had online purchase experience. The findings indicated that customer interface quality, SERVQUAL, website quality, technology acceptance factors, and technology trust have positive impact on customer e-loyalty. Additionally, trustworthiness is used as mediator exclusive of SERVQUAL. Several implications of the findings, limitations of the study, and recommendations for future research are highlighted.

KEYWORDS

customer interface quality, service quality (SERVQUAL), website quality, technology acceptance factors, technology trust, e-loyalty, trustworthiness

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