This is the summary of an article by Maliheh Teimouri, et al. You can get the pdf of the behavioral targeting article here: The Effect of Electronic Service Quality on Customers Behavioral Intentions.
The biggest challenge for online companies is providing high quality electronic service. Service quality is found to be the deciding factor in keeping customers satisfied and giving them a high confidence level, which leads to customer loyalty. A business gets more profit by retaining customers than drawing new ones. Money spent on customer retention techniques is money well spent. Internet retailers should maintain high quality electronic services in all stages of transaction.
There are four hypotheses in this research, stating that electronic service quality has a positive effect on electronic service confidence and satisfaction, and electronic service confidence and satisfaction has a positive effect on customer behavioral intentions.
Electronic Service Quality
Electronic service quality has seven dimensions, namely, efficiency, order supplying, reliability, personal privacy, accountability, compensation, and contact. The first four qualities pertain to maintaining high quality of main electronic services, while the last three are about improvement.
Customers Behavioral Intentions
High service quality alone does not guarantee attraction of new customers. Marketing efforts are directed on retaining current customers instead of getting new ones. The latter is quite expensive, and it takes time for new consumers to be profitable. With the conditions of the Internet, that time is estimated to be around 2 to 3 year
The population of this research is composed of customers of Tejarat Bank of Zehadan, an electronic bank service provider. Participants answered a questionnaire for a descriptive survey, consisting of questions grouped into two different categories; the first six questions ask for a participant’s general profile, and the next 20 questions are designed for measuring the research variables.
Results and Conclusion
There were 181 respondents, most of them were 20-25 years old with B.A. degrees. Majority of them stated that they had moderate familiarity in info tech and electronic services.
Results in this research showed that high levels of satisfaction, quality and confidence leads users to revisit the website. Previous studies’ conclusions were verified. In terms of the positive relationship between electronic service quality and confidence, previous studies have shown that higher qualified services means higher customer confidence. In addition, increasing electronic service confidence positively influences the behavior and motivation of customers.