Abstract:
Purpose: The purpose of this study is to examine Customers' perceived website service
quality of online shopping websites and its effects on e-loyalty.
Methodology: This research tested a conceptual framework. Questionnaire data were
based on a sample of 300 undergraduates from Faculty of Management Studies and
Commerce, University of Jaffna. The suggested research model was tested by using the
quantitative way of analysis to find out the influence of website service quality on
customer e-loyalty.
Findings: This empirical study indicated that, Website service quality contributes
significantly to Customer e-loyalty (F= 93.286; P < 0.05) and predicts 54.4 percent of the
variation found. Further, website functionality and overall website service quality
contribute significantly to customer e-loyalty. The results shows that website
functionality and overall service quality positively and statistically effect on customer e loyalty. But customer experience and reputation have not any significant effect on
customer e-loyalty.
Research Limitations: This study was confined to undergraduates in Faculty of
Management studies and Commerce. This study limited to Sri Lankan online shopping
websites. The current study uses only few aspects of determinants of website service
quality.
Implications: The website service quality measurement model elaborated and verified
under domestic circumstances for the website service producers can be instrumental in
the realisation of this aims both in theory and in practice.
