E-Service quality, e-satisfaction and e-loyalty among online shoppers; Evidence from Iraq

Abstract

The purpose of the current study is to investigate the impact of e-service quality (E-SQ) dimensions on E-satisfaction (ESAT) and e-loyalty (E-LOY) using the eTailQ scale. The study used the quantitative method, collecting data from 292respondents based on convenience sampling. The proposed five hypotheses were examined by structural equation modeling (SEM). The results indicated that three dimensions of ESQ, namely (fulfilment, Web design and customer service), had a significant impact on E-satisfaction. On the other hand, security and privacy had an insignificant impact on E-satisfaction among customers. However, e-satisfaction had a significant impact on e-loyalty. The retail industry in Iraq is expanding, and the number of internet users and online purchases has increased remarkably during the COVID-19 Pandemic. Therefore, Iraqi retailers must expand their operations by exploring new frontiers and entering the age of e-commerce. As long as in the current period Asian markets are regarded as the fastest expanding e-commerce markets.