Investigating the effect of electronic service quality on electronic loyalty by explaining the role of electronic satisfaction, perceived value and electronic recommendation advertising;Case study:electronic retail sales in Zahedan city

Recognizing the importance of keeping customers, organizations arelooking for ways to keep them. Customers will be loyal to the organizationwhen the organization knows their expectations and acts to meet theirneeds. The concept of service quality considers the need to pay attention tothe needs and wishes of customers in order to achieve customer loyalty. Theaim of the current research is to investigate the relationship between thequality of electronic services and electronic loyalty due to the mediatingrole of "electronic satisfaction", "perceived value" and "electronic advisoryads". The present statistical study of customers of online stores in Tehran.The research is of a descriptive type and to collect the necessary data fromthe questionnaire and to measure the validity of the questionnaire, the meanof the extracted variance was used and to determine the reliability, thecombined reliability method was used. After a thorough review of thetheoretical foundations and the selection of statistical sample members bydistress sampling, a questionnaire was used to collect the necessary data,and due to the unknown nature of the population, ۳۸۴ questionnaires wereprepared and distributed, and then the information was collected andmeasured using the structural equation method and pls software. The resultsshow that the quality of electronic services directly and indirectly affectscustomer loyalty, and its indirect effect (۰.۶۳۳) is more than the direct effect(۰.۲۶۹); Moreover, e-satisfaction is known as the most important factor increating loyalty among customers.

کلیدواژه ها:

e-service quality ، e-satisfaction ، perceived value ، e-recommended advertising ، eloyalty