Overall e-service quality: Investigating drivers and consequences on repurchase intention and e-commitment among young Hanoians

Abstract

The present paper investigates the antecedents and consequences of overall e-service quality on repurchase intention and e-commitment among youth, considering the mediating role of customer satisfaction. Based on survey data collected from five leading economics institutions in Hanoi (N = 593) and the structural equation modeling (SEM) techniques, the research results reveal that: (1) the security/privacy of the website/application and delivery conditions contribute to improved e-service quality; (2) customer satisfaction acts as a crucial mediator transmitting the impact of e-service quality on customer repurchase intention and e-commitment. Aware of the critical roles of security/privacy and delivery conditions, the study recommends reinforcing data protection protocols and fulfillment processes as key priorities for businesses aiming to cultivate satisfaction, repurchase intention, and e-commitment among young Hanoian consumers.