THE IMPACT OF E-SERVICE QUALITY, E-RECOVERY SERVICES ON E-LOYALTY IN ONLINE SHOPPING: THEORETICAL FOUNDATION AND QUALITATIVE PROOF

Abstract

The aim of this research is to investigate the influence of e-service quality and e-service recovery on customer loyalty considering the E-satisfaction and E-trust as mediating variables within the UAE online shopping context. This study used a qualitative approach by collecting the primary data through different methods such as conducting face-to-face, call phone interviews, and analyze all the data we have collected using a summative content analytical approach. The methodology process of this study goes through many steps starting from collecting the primary data from ten interviews and the means goes through many steps followed in transcript, create the codes, and discussed the interviews’ contents were stated in detail. The findings of this study display that e-service quality and e-recovery dimensions have positive impact on customers’ e-satisfaction and e- trust. The results indicate that Technical adequacy and efficiency the most affecting factors from e-service quality directly. Also compensation is the most influencing factor from e-recovery service. E-satisfaction and E-trust has positive impact on customer online shopping experience, which in turn significantly influence customer loyalty. This paper had several limitations and some managerial implications, and all were discussed in detail.