Electronic Commerce Research

, Volume 15, Issue 4, pp 585–615 | Cite as

The interplay between value and service quality experience: e-loyalty development process through the eTailQ scale and value perception

  • Honglei Li
  • Nnanyelugo Aham-Anyanwu
  • Cemal Tevrizci
  • Xin Luo


This research aims to investigate the process and factors relevant for developing customer e-loyalty from an e-service quality experience perspective. Based on previously published loyalty studies and e-commerce literature, an integrated model of e-loyalty development process is proposed by including and validating value perception and the e-service quality scale eTailQ scale. The eTailQ scale consists of website design, security/privacy, value perception, reliability and customer support and is mediated by the trust and satisfaction. Data was collected from 140 e-commerce users and analyzed with LISREL 8.8. The empirical results demonstrate that value perception and eTailQ scale are effective in developing customer loyalty and both e-satisfaction and e-trust have played important roles in shaping the e-loyalty development process. Contradictory to the traditional loyalty literature, this study unveils that customer support does not play a significant role in the e-loyalty development process. Theoretical and pragmatic implications are provided to help guide future research in the e-commerce domain.


ETailQ E-service quality E-satisfaction E-loyalty E-trust Website design Privacy Value perception 



This paper has been developed with spiritual encouragement from many people. The authors would give special thanks to the AE and three anonymous reviewers who have provided constructive and professional comments to improve the paper. The fourth author would like to acknowledge grant number 71471125 of the National Natural Science Foundation of China.


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Copyright information

© Springer Science+Business Media New York 2015

Authors and Affiliations

  • Honglei Li
    • 1
  • Nnanyelugo Aham-Anyanwu
    • 1
  • Cemal Tevrizci
    • 2
  • Xin Luo
    • 3
  1. 1.Faculty of Engineering and EnvironmentNorthumbria UniversityNewcastle Upon TyneUK
  2. 2.SME Marketing Department, FinansbankIstanbulTurkey
  3. 3.Anderson School of ManagementThe University of New MexicoAlbuquerqueUSA

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