The perception of e-servicescape and its influence on perceived e-shopping value and customer loyalty

Abstract

Purpose The popularity of online shopping has grown in the recent years, enhancing the interest in identifying the factors that influence shoppers’ loyalty. The purpose of this paper is to investigate, through aesthetic appeal, layout and functionality, and financial security, the impact of customers’ perceptions of the e-servicescape in online shopping on perceived e-shopping value and customer loyalty defined as a two-component construct (attitudinal loyalty and behavioural loyalty), following the sequence of the S–O–R framework. Design/methodology/approach Data were gathered using an Internet survey in which 221 active online shoppers participated who had at least one online purchase in the past six months. The research model was analysed using the partial least squares approach to analyse structural equations (SEM). Findings Based upon empirical evidence of a web-based survey of online shoppers, this study shows that consumers’ interpretation of e-servicescape exerts a positive influence over perceived e-shopping value and loyalty. Specifically, the study finds that layout and functionality and financial security, as the salient attributes of the e-servicescape dimension, set the point of perceived e-shopping value which affects attitudinal loyalty. Practical implications The authors expose several practical implications how marketing management could use the dimensions of e-servicescape perceived e-shopping value. Managers are advised to incorporate the dimensions of the e-servicescape to build perceived e-shopping value and loyalty. Online shops need to invest in particular in layout and functionality and financial security, dimensions that had a stronger effect on perceived e-shopping value in order to achieve costumers’ loyalty in a fashion product context. Originality/value The transition from physical service locations to virtual service processes has increased the research interest of e-servicescape. This study analyses it through its aesthetic appeal, layout and functionality, and financial security connecting them with the constructs of perceived e-shopping value and customer loyalty in the application for fashion products. This work emphasises the connection between servicescape attributes in creating perceived value which affects attitudinal and behavioural loyalty. In this way, the e-servicescape is seen as stimuli, the perceived e-shopping value represents the organism and the loyalty the response of the sequence of the S–O–R framework. This research provides insight into the new effects of each dimension of e-servicescape on perceived e-shopping value and the two dimensions of loyalty, thus improving the existing knowledge in the field of servicescape and online shopping customer behaviour.

How Does a University of Choice Come to Students’ Mind? From the Aspect of the E-Servicescape of University’s Website

“…That also means that H3 is accepted. This result supports the research findings by Hakim & Deswindi (2015), Tankovic et al (2018), Wu, Phu, Quyen, & Rivas (2016) which is find that perceived service quality has a positive and significant influence on customer's intention to buy or use the services. Students that look into the university website will assess the overall perception of the quality of the university based on emotional, cognitive, In the minds of clients.…”

“…Their study found that perceived quality influences customer intention to use a hospital service. Another study of Tankovic et al (2018) found that e-shopping quality which affects attitudinal loyalty or customer's intention to repurchase. A study of Wu, Phu, Quyen, & Rivas (2016) also found that customer attitude to the website has a positive effect on the purchase intention.…”

“…Having a good website will give consumers positive experience because the functional aspects (adequacy of information, navigation structure, interactive) are the essential feature of eservicescape when clients want to get in-depth information about the company, facilities, and list of services (Hakim & Deswindi, 2015). E-servicescape needs to be managed to create the website's positive perceived service quality that can result in customer intention to use the service (Tankovic, Benazic, & Tankovic, 2018). When the student leavers or parents that have a look at the university's website (stimulus), they will experience the physical environment of the website and store some information about the university.…”

What Affects Usage Satisfaction in Mobile Payments? Modelling User Generated Content to Develop the “Digital Service Usage Satisfaction Model”

“…These new models provide an online platform between users and merchants to engage without the physical transfer of cash, thereby crossing the challenges of access to cash, geographic barriers, economic barriers and even on credit. Mobile wallets services allow peer-to-peer transaction between merchants and users and transactions are can be done without any geographical constraints (Tankovic and Benazic 2018 ).…”

An Analysis of the Effect of Utilitarian Values on Shopee E-Commerce Satisfaction and Loyalty with SEM-PLS

“…According to Sharma and Wang 2015, user satisfaction in the context of ecommerce and websites illustrates the feelings and attitudes and expectations of users who assume that they have received good service using e-commerce applications and are likely to revisit and repurchase. According to Tankovic and Benazic (2018), customer loyalty is shaped by perceived values and customers' satisfaction.…”