The Impact of E-Satisfaction on E-Loyalty Moderated by Consumer Perceived Risk and Expertise

Purpose – The purpose of this study is to examine the antecedents of online customer loyalty in a comprehensive view. The proposed model portrays the impacts of web store service attributes, customer satisfaction, and customer characteristics on customer loyalty. Research Model – This study advances the better understanding toward antecedents of online customer loyalty by arranging a complex research model consisting of six independent variables, two moderating variables and two dependent variables based on research models developed by previous leading studies. Independent variables covers such website service attributes as convenience, customization, communication, website aesthetic, delivery, and security/privacy. Moderating variables are perceived risk and expertise. Dependent variables comprise customer satisfaction in the first level and customer loyalty in the second level. Research Method – A survey using a self administered questionnaire collects data from 191 respondents in the main island of Indonesia that are selected by purposive sampling method. The sample unit is customer of any Indonesian fashion or electronic web store in recent 6 months. Single and multiple regressions are applied to analyze the direct relationship among variables, whereas moderating effects are evaluated by hierarchical moderated regression analysis. Research Findings – The study found that only convenience and delivery factors that significantly influence customer satisfaction. Additionally, only perceived risk has significant moderating effect on the relationship between customer satisfaction and customer loyalty