E-SERVICE QUALITY EXPERIENCE AND CUSTOMER LOYALTY: AN EMPHASIS OF THE NIGERIA AIRLINE OPERATORS
Journal Title: European Journal of Business and Social Sciences - Year 2012, Vol 1, Issue 9
Abstract
The aim of this study is to empirically evaluate the impact of electronic service quality experience on customer loyalty in the Nigeria airline sector. In measuring E-SQE the work of Wolfinbarger and Gilly (2002) was adopted like Website design and reliability, while the work of Wulf and Odekerken (2003) was adopted to measure customer loyalty CL, like Repeat Purchase. The researchers’ used questionnaire instrument designed with a 5point Likert Scale from strongly disagree “1†to strongly agree “5â€. The researchers’ adopted convenience sampling in selecting two airline operators in the industry. Thereafter used simple random sampling to select a sample of 100 customers of this operators. Face and content validity were used to ascertain if the questions on the instrument are valid, while Cronbach alpha was used to ascertain the reliability of the instrument and a 0.978 reliability level was ascertained. A total of 90 copies of the instrument were returned used, while 10 unused were returned. In analyzing the respondent demographics, tables, simple percentages were used, while regression analysis was used to test the two hypotheses of the study with the ease of statistical package for social sciences SPSS version 17.0. Findings revealed that there is a positive correlation between website design of a company and customers repeat purchase, also findings revealed that the reliability of a company’s on-line service impact on customers repeat purchase. We therefore, concluded that Website design and Reliability of e-service quality impact on customers repeat purchase in the aviation industry. The study recommended that since it is essential to meet customers expectation through reliable service and accessible website design, managers of the airline companies should deliver on their promise since it is a significant driver of customer satisfaction which will culminate into customer loyalty, in other words attracts repeat patronage on the airline products or services.
Authors and Affiliations
ANDY FRED WALI| DEPARTMENT OF MARKETING IGNATIUS AJURU UNIVERSITY OF EDUCATION, PORT HARCOURT NIGERIA andim4u@yahoo.com andim4u@gmail.com 08039489904, BRIGHT C. OPARA PhD| DEPARTMENT OF MARKETING RIVERS STATE UNIVERSITY OF SCIENCE AND TECHNOLOGY, PORT HARCOURT NIGERIA
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