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Assessing the Mediation Role of the Customer Trust On E-Service Quality: Lessons During Covid-19 Pandemic

Authors:

P. K. A. T. D. R. Gunawardana ,

Uva Wellassa University of Sri Lanka, LK
About P. K. A. T. D. R.
Department of Management Sciences
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P. I. N. Fernando

Uva Wellassa University of Sri Lanka, LK
About P. I. N.
Department of Management Sciences
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Abstract

Online groceries or e-groceries were highlighted as one of the effective means to avoid personal contacts and maintain social distance during the Covid-19 Pandemic. Thus, this paper focuses on the insight on the impact of e-service quality dimensions and customer satisfaction of e-groceries with the role of customer trust as a mediating variable during the epidemic. A quantitative approach has been adopted where the empirical data gathered from 300 e-grocery shoppers in Western province, Sri Lanka while adopting the multi-stage sampling technique. A field survey was conducted during the first wave of the Covid-19 pandemic during March-June 2020. Regression analysis was the main analysis method whereas the Barron and Kenny mediator analysis and Sobel test were adopted for mediation impact. Findings highlight, e-service quality dimensions strongly impact the customer satisfaction of e-groceries during the Pandemic whereas customer trust partially mediates the e-service quality and customer satisfaction of e-groceries. Implications focused on; (a) e-grocery service providers have to distinct on revamp of customer trust parameters, (b) e-service quality dimensions to enhance the customer satisfaction, customer trust, and (c) attract more customers for e-grocery shopping.
How to Cite: Gunawardana, P.K.A.T.D.R. and Fernando, P.I.N., 2021. Assessing the Mediation Role of the Customer Trust On E-Service Quality: Lessons During Covid-19 Pandemic. Sri Lanka Journal of Marketing, 7(3), pp.105–128. DOI: http://doi.org/10.4038/sljmuok.v7i3.76
Published on 31 Dec 2021.
Peer Reviewed

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