Abstract—With the development of science and technology in an environment of constant innovation, online shopping has become a major consumer trend of the times. A survey done by the Institute for Information Industry showed that the total Internet transactions of Taiwan reached NTD 1127.8 billion in 2016, suggesting that e-commerce is continuously expanding. This study utilized consumers of online bookstores as research subjects to explore the impact of website service quality on customer loyalty, as well as the influence of asset specificity on the relationship between service quality and customer loyalty. The results revealed that enhancing website convenience, providing preferential prices, reinforcing website security, designing easy-to-use interfaces and functionalities, and increasing flexibility of customer service could improve service quality, thereby substantially increasing customer loyalty. In addition, the establishment and strengthening of asset specificity of the website to its customers can help facilitate customers’ awareness of service quality, thereby increasing customer loyalty.

Index Terms—Service quality, customer loyalty, asset specificity.

Meng-Chen Lin, Chih-Hsuan Huang, and Yu-Ping Wu are with School of Business Administration, Hubei University of Economics, No.8, Yanghu Avenue, Canglongdao Development Zone, Jiangxia District, Wuhan City, Hubei Province, China (email: mengchen0608@gmail.com).
Ya-Ping Chiu is with Department of Business Administration, Chung Yuan Christian University, 200 Chung Pei Road, Chung Li District, Taoyuan City, Taiwan.

Cite: Meng-Chen Lin, Ya-Ping Chiu, Chih-Hsuan Huang, Yu-Ping Wu, "Exploring the Impact of Service Quality on Online Customer Loyalty," International Journal of e-Education, e-Business, e-Management and e-Learning vol. 7, no. 4, pp. 230-238, 2017.