This paper investigated the relationship between service quality and loyalty between online buyers . electronic service quality is found to be a prime determinant of consumer loyalty which is very important for the growth of any retailer industry. On this study, we have selected four most important dimensions of e-service quality which are: Reliability, Responsiveness, Ease of use, and Security.
We adopted a quantitative approach for this study and our survey took place in Isfahan city. After collecting the data we analyzed it with structural equation modeling. We found that all the four dimensions of e-service quality have strong relationship with consumer loyalty which means that they have considerable impact on building and maintaining the loyalty of online banking users. We found out that the users give the highest priority to the organization of website contents and security of transaction.
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