CUSTOMER PERCEPTION OF ONLINE SERVICE QUALITY AND REPURCHASE INTENTION, THE MEDIATING ROLE OF CUSTOMER ATTITUDE AND EXPERIENCE
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Abstract
Background and Purpose: The study investigates the mediating role of customer attitude and experience in the relationship between customer perception of online service quality and repurchase intention. The research is focused on customers of e-shopping sites, aiming to understand how these factors influence future purchasing behavior.
Methods: Data were collected from 375 e-shopping site customers. Path analysis was conducted using AMOS v. 23 to test the research hypotheses, examining the direct and indirect relationships among the variables of online service quality perception, customer attitudes, customer experience, and repurchase intention.
Results: The findings revealed that customer perception of online service quality positively influences both customer attitudes towards the online service and repurchase intention. However, online customer experience did not significantly affect repurchase intention. A positive effect was found between customer attitudes and repurchase intention. Additionally, there was an indirect effect of online service quality perception on repurchase intention through customer attitudes, but not through customer experience. Online customer experience was also found to moderate the relationship between service quality perception and customer attitudes.
Conclusion: The study highlights the importance of customer attitudes in shaping repurchase intentions and emphasizes the moderating role of customer experience. It suggests that online service quality impacts repurchase intention indirectly through customer attitudes, while customer experience plays a significant role in enhancing service quality perception.