From e-Commerce Overall Quality to e-Loyalty: A Purchase-centred Framework


  • Fakri Fandy Nur Azizi Brawijaya University
  • Ismiarta Aknuranda Brawijaya University
  • Herman Tolle Brawijaya University



The e-commerce market becomes one of the markets with the most promising growth. A number of studies on e-commerce have been investigated, but only a little attention is paid to the factors that may create e-commerce customer loyalty, even though customer loyalty is one of the primary keys to improve the performance of e-commerce businesses. This research offers a conceptual model focused on purchases to investigate the factors that affect customer's loyalty and when it is formed. Specifically, this paper intends to examine the relationship between the e-commerce overall quality on the perceived usefulness, perceived value, satisfaction and trust. This paper also verifies the relationship between perceived usefulness, perceived value, satisfaction and trust in the e-loyalty. The method of online survey is used for the data collection. From 1457 of the distributed questionnaires, 960 were completed and returned, resulted 65.8 percent response rate. The data is then analyzed using the Structural Equation Modeling (SEM) method. The research findings contribute to filling the knowledge gap regarding the defining factors of customer loyalty which may help the e-commerce provider in developing e-loyalty to increase e-commerce profitability.


Reichheld, F. F., and Schefter, P. E-Loyalty: Your secret weapon on the web. Harvard Business Review, 78(4), pp. 105-113 (2000).

Liong, L. S. et al. Relationship Between Service Quality, Satisfaction, and Loyalty of Google. International Journal of Electronic Commerce Studies, 2(1), pp. 35-56 (2011).

Ribbink, D. et al. Comfort your online customer: quality, trust, and loyalty on the Internet. Managing Service Quality: An International Journal, 14(6), pp. 446-456 (2004).

Kotler, P. dan Keller, K. L. Marketing Management-15th Edition. Pearson, Boston (2016).

Oliver, R. L. Whence Consumer Loyalty, The Journal of Marketing, Fundamental Issues and Directions for Marketing, 63, pp. 33-44 (1999).

Oliver, R. L. Satisfaction: A Behavioral Perspective on the Consumer, Routledge Taylor & Francis Group (2nd ed.). Routledge, New York (2010).

Anderson, R. E. and Srinivasan, S. S. E-Satisfaction and E-Loyalty: A Contingency Framework. Psychology and Marketing, 20(2), pp. 123-138 (2003).

Ha, H.-Y. Factors Affecting Online Relationships and Impacts. The Marketing Review, 4(2), pp. 189-209 (2004).

Bhattacherjee, A. Understanding Information Systems Continuance: An Expectation-Confirmation Model. MIS Quarterly, 25(3), p. 351 (2001).

Koppius, O. et al. Why are Customers Coming Back to Buy Their Airline Tickets Online? Theoretical Explanations and Empirical Evidence. Proceedings of the 7th international conference on Electronic commerce-ICEC ’05, p. 319 (2005).

Lim, H. and Dubinsky, A. J. The theory of planned behavior in E-commerce: Making a case for interdependencies between salient beliefs. Psychology and Marketing, 22(10), pp. 833-855 (2005).

Tsai, H. T., and Huang, H. C. Determinants of e-repurchase intentions: An integrative model of quadruple retention drivers. Information and Management, 44(3), pp. 231-239 (2007).

Park, J., and Kim, J. The Importance of Perceived Consumption Delay in Internet Shopping, Clothing and Textiles Research Journal, 25(1), pp. 24-41 (2007).

Koo, D. M. The fundamental reasons of e-consumers’ loyalty to an online store. Electronic Commerce Research and Applications, 5(2), pp. 117-130 (2006).

Lin, J. C. C. Online stickiness: Its antecedents and effect on purchasing intention. Behavior and Information Technology, 26(6), pp. 507-516 (2007).

Karahanna, E., Seligman, L. and Polites, G. L. Consumer e-Satisfaction and Site Stickiness : An Empirical Investigation in the Context of Online Hotel Reservations 1. pp. 1-10 (2009).

Valvi, A. C. and Fragkos, K. C. Critical review of the e-loyalty literature: A purchase-centred framework. Electronic Commerce Research, 12(3), pp. 331-378 (2012).

Liao, C., Palvia, P. dan Lin, H. N. The roles of habit and web site quality in e-commerce. International Journal of Information Management, 26(6), pp. 469-483 (2006).

Lin, H. H., and Wang, Y. S. An examination of the determinants of customer loyalty in mobile commerce contexts, Information and Management, 43(3), pp. 271-282 (2006).

López-Miguens, M. J. dan Vázquez, E. G. An integral model of e-loyalty from the consumer’s perspective. Computers in Human Behavior, 72, pp. 397-411 (2017).

Yen, C., and Lu, H. Effects of eâ€service quality on loyalty intention: an empirical study in online auction. Managing Service Quality: An International Journal, Vol. 18 No. 2, pp. 127-146 (2008).

Cano, C. R., Boles, J. S., and Bean, C. J. Communication media preferences in business-to-business transactions: an examination of the purchase process. Journal of Personal Selling & Sales Management, 25(3), pp. 283–294 (2005).

Wells, W. D., and Prensky, D. Consumer behavior. Wiley, New York (1996).

Mcknight, D. H. et al. Distinguishing the effects of B2B information quality, system quality, and service outcome quality on trust and distrust. Journal of Strategic Information Systems, 26(2), pp. 118-141 (2017).

Molla, A. et al. E-commerce systems success: An attempt to extend and respecify the Delone and Maclean model of IS success. Journal of Electronic Commerce Research, 2(4), pp. 131-141 (2001).

Sugiyono. Statistika untuk Penelitian. Alfabeta, Bandung (2009).

Narimawati, U. dan Sarwono, J. Structural Equation Modeling (SEM). Salemba Empat, Jakarta Selatan (2017).

DeLone, W. H. dan McLean, E. R. Measuring e-commerce Success : Applying the DeLone & McLean Information Systems Success Model. International Journal of Electronic Commerce, 9(1), pp. 31-47 (2004).

Zhou, T. An empirical examination of continuance intention of mobile payment services. Decision Support Systems. Elsevier B.V., 54(2), pp. 1085-1091 (2013).

Huang, E. Y., Lin, S. W. and Fan, Y. C. M-S-QUAL: Mobile service quality measurement, Electronic Commerce Research and Applications. Elsevier B.V., 14(2), pp. 126-142 (2015).

Hsu, C. L., Yu, C. C. dan Wu, C. C. Exploring the continuance intention of social networking websites: An empirical research. Information Systems and e-Business Management, 12(2), pp. 139-163 (2014).

Davis, F. D. User acceptance of information technology: system characteristics, user perceptions, and behavioral impacts, International Journal of Man-Machine Studies, 38(3), pp. 475-487 (1993).

Venkatesh, V. et al. User Acceptance of Information Technology: Toward a Unified View. MIS Quarterly, 27(3), pp. 425–478 (2003).

Lee, W. O. dan Wong, L. S. Determinants of Mobile Commerce Customer Loyalty in Malaysia. Procedia - Social and Behavioral Sciences, 224, pp. 60-67 (2016).

Liao, C., Palvia, P. dan Lin, H. N. The roles of habit and web site quality in e-commerce. International Journal of Information Management, 26(6), pp. 469-483 (2006).

Bhattacherjee, A. An empirical analysis of the antecedents of electronic commerce service continuance. Decision Support Systems, 32(2), pp. 201-214 (2001).

Chen, Y. dan Chang, C. Enhance green purchase intentions, Management Decision, 50(3), pp. 502-520 (2012).

Gefen, D., Karahanna, E. dan Straub, D. W. Trust and TAM in Online Shopping: An Integrated Model. MIS Quarterly, 27(1), pp. 51-90 (2003).

Santos, J. Eâ€service quality: A Model of Virtual Service Quality Dimensions, Managing Service Quality: An International Journal, 13(3), pp. 233-246 (2003).

Pearson, A., Tadisina, S. dan Griffin, C. 2012. The Role of E-Service Quality and Information Quality in Creating Perceived Value: Antecedents to Web Site Loyalty, Information Systems Management, 29(3), pp. 201-215.

Tsao, W.-C., Hsieh, M.-T. dan Lin, T. M. Y. 2016. Intensifying online loyalty! The power of website quality and the perceived value of consumer/seller relationship, Industrial Management & Data Systems, 116(9), pp. 1987-2010.

Bollen, Kenneth A., dan J. Scot Long (editors). Testing Structural Equation Model. Sage Publishing, New York (1991).

Hair, J. F. et al. Multivariate Data Analysis (17th ed.). Pearson, Boston (2010).

Google APAC. E-commerce in Indonesia: More Shoppers Are Going Mobile.

Kemkominfo. Jenis Konten Internet Diakses 2016.

Statista. Digital Buyer Penetration in Indonesia from 2015 to 2021.

Badan Pusat Statistik (BPS). Proyeksi Penduduk Indonesia 2010-2035.

W&S Group Research. Marketplace Site Begin to Dominate E-commerce Market in Indonesia 2015.

Priceza. Top 5 Cities in Indonesia with the Biggest Online Shoppers. 2018.




How to Cite

Nur Azizi, F. F., Aknuranda, I., & Tolle, H. (2020). From e-Commerce Overall Quality to e-Loyalty: A Purchase-centred Framework. Journal of Information Technology and Computer Science, 5(1), 86–103.