Relationships between the quality of online shopping service and customer loyalty in women online shopping website

Abstract

Purpose: The Market Intelligence & Consulting Institute of Taiwan (MIC), a division of the Institute for Information Industry (III), estimated that Taiwan`s E-Commerce has the potential to reach NTD one trillion (approx. USD 33 billion) in 2015, especially in the women-based E-Commerce filed. The purpose of this research is to discover the relationships between the quality of online shopping service and brand loyalty. Design/methodology/approach: This study uses questionnaire simple sampling with online shopping user participants, 302 online and 40 paper surveys were collected, with 42 invalid and 300 valid surveys. Findings: Findings are as follows: 1. "quality of website service" is significantly differed by "age" in women-based E-Commerce, which "under 20" is greater than "over 51". 2. "quality of website service" is significantly differed by "degree of education" in women-based E-Commerce, which "college" is greater than "graduate school" and "high school". 3. "quality of website service" is significantly differed by "occupation" in women E-Commerce, which "IT industry" is greater than "manufacturing industry", "other", "student", "public servant", "health care industry", "service industry, "financial industry" and "freelancer". 4. "customer loyalty" is significantly differed by "gender" in women-based E-Commerce, which "female" is greater than "man". 5. "customer loyalty" is significantly differed by "degree of education" in women-based E-Commerce, which "college" is greater than "high school". 6. The equation of quality of website service from regression analysis is: customer loyalty = 0.319 efficiency + 0.178 reaction + 0.249 compensation + 0.154 connection. Moreover, the higher the efficiency, reaction, compensation and connection, the higher the customer loyalty will be. Practical implications: Research findings are expected to provide recommendations for improving E-Commerce website service for women and enhancing customer loyalty. Originality/value: This research will provide women-based shopping websites data regarding online service quality and customer loyalty, and further contribute an insight of customer utilization. © 2014 Taylor & Francis Group.