Mediating effect of e-Satisfaction on the Relationship Between e-Service Quality and e-Loyalty of Professionals in Colombo using e-Commerce Websites

Introduction of E-commerce and on-line consumer shopping trends has made it important to build and maintain e-loyalty in e-commerce market places. As the competition in e-commerce is intensified, it becomes more important to create loyal customers in online shopping platforms. The quality of e-services is identified as contributing towards e-loyalty. However, the mediating role of e-satisfaction in this context needs more empirical investigation. This research is an attempt to find the mediating role of e-satisfaction on the relationship between e-service quality and e-loyalty of customers in organized e-commerce sites. Professionals using e-commerce sites and residing in Colombo were subject to the study. The results confirm a positive impact of e-Service quality on e-Loyalty. E-Service quality also has a positive and significant impact on e-Satisfaction. A positive impact of e-Satisfaction is identified on e-Loyalty. Ultimately, the results provide evidence that there is a mediating effect of e-Satisfaction on the relationship between e-service quality and e-loyalty. The study contributes to knowledge by suggesting that e-retailers and e-sellers ought to build up value proposition, brand images, trust & security, and website technology that attract customers and most importantly a good customer service.