Electronic Service Quality and Routes to Site Commitment: The Case of an Online Film Ticketing Service

ABSTRACT

This study investigates the dimensions of service quality of an online film ticketing service and how they affect customers’ commitment through two routes—perceived relational benefits and satisfaction. Findings indicate that Web Site Design, Reliability, and Trust are strong predictors of Relational Benefit, and all dimensions are significant predictors of Customer Satisfaction. Findings also suggest that Relational Benefit mediates the impact of Web Site Design, Reliability, and Trust on Site Commitment, and Customer Satisfaction mediates the impact of all dimensions on Site Commitment. Furthermore, Customer Satisfaction fully mediates the relational benefit/site commitment relation when e-service quality is controlled.

KEYWORDS:

• E-service quality
• commitment
• relational benefit
• customer satisfaction
• online film ticketing