Exploring the Effect of Electronic Service Quality on Electronic Loyalty: Considering the Mediating Role of Electronic Satisfaction, Perceived Value and Electronic Word of Mouth (The Case of E-Retailers in Tehran)

Understanding the importance of retaining companie's customers has provoked companies to strive for policies that help them to retain their customers. Only if a company understands its customer's demands and try to satisfy them, they will remain loyal to those companies. The term of "quality of services" aims at the necessity of paying attention to customer's needs and demands which finally ends up to loyalty among customers. Through considering the mediating role of electronic satisfaction, perceived value and electronic advertisement advice, the present research tries to analyze the relationship between e-service quality and e-loyalty. Statistical population of this research is comprised of e-retailers customers in Tehran. The present research is descriptive in terms of data collection and data was collected using questionnaire. Furthermore, its validity and reliability were determined using mean of extracted variance and combined reliability method, respectively. Also the collected data was analyzed using structural equivalence method via PLS software. Results of this research indicated that e-services quality affects customer's loyalty directly and indirectly. Moreover, e-satisfaction is the most important factor in creating loyalty among customers.