Electronic Service Quality Factors Influencing Satisfaction and Loyalty of Customers Who Shop Sport Products Online via Website
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Abstract
This research aimed to study 1) the behavior of customers purchasing sport products and sport equipment via an online store and 2) electronic service quality factors influencing the satisfaction and loyalty of customers who shop for sport products online via a website. In this study, a questionnaire was used to collect data from a sample group of 400 customers who purchased sport products via the Decathlon (Thailand) website, using the purposive sampling method. The statistics used in the data analysis were percentage, frequency, and mean. Linear regression analysis (Enter Method) was used to analyze the factors influencing customer satisfaction and loyalty. The results showed that: 1) Customers mostly purchased outdoor sports products. The average purchase price is 1,001–2,000 baht per time, and they made the decision to purchase immediately. 2) As for the electronic service quality factors influencing customer satisfaction, it was found that three factors could be used to predict customer satisfaction through the website. The electronic service quality-privacy factor was found to have the greatest influence on customer satisfaction, followed by the electronic service quality-security factor and the electronic service quality system availability factor, with statistical significance at level.05 and a predictive power of 48.6%. The customer satisfaction factor influences customer loyalty with statistical significance at level 0.05 and has a predictive power of 51.4%.
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