An Empirical Appraisal of Electronic Service Quality, Customer Satisfaction and Behavioral Intentions within Online Shopping in South Africa

Eugine Tafadzwa Maziriri, Tinashe Chuchu, Tarisai Fritz Rukuni


Over the years, service quality has been a topic that has continued to garner a lot of interest. This study sought to appraise electronic service quality, customer satisfaction, and behavioral intentions in online shopping in South Africa. A unique conceptual model was developed to investigate the factors that led to customer loyalty, positive word-of-mouth, and ultimately repurchase intention toward goods online. This study aims to determine the influence of e-service quality on customer satisfaction and behavioral intentions in online shopping in South Africa. Non-probability sampling was used to select the participants. A structured questionnaire, based on the conceptual model, was developed and distributed online. A total of 307 usable response questionnaires were collected, and descriptive and regression analyses were conducted using SPSS 27. The major findings indicate that customer satisfaction and positive word of mouth are closely associated. The implication is that marketing practitioners should pay more attention to customer behavior after receiving services.


Abdullahi, I., & Wan Yusoff, W. Z. (2019). Influence of facilities performance on student’s satisfaction in northern nigerian universities: results from interim study. Facilities, 37(3/4), 168-181.
Afthanorhan, A., Awang, Z., Rashid, N., Foziah, H., & Ghazali, P. (2019). Assessing the effects of service quality on customer satisfaction. Management Science Letters, 9(1), 13-24.
Ahmed, J. U. (2022). Determining Customer satisfaction on service quality constructs using the SERVQUAL model: Evidence from India’s rural banks, Global Journal of Management and Business Research, 22(6),73-80.
Ali, H. (2019). Building repurchase intention and purchase decision: brand awareness and brand loyalty analysis (case study private label product in Alfamidi Tangerang). Saudi Journal of Humanities and Social Sciences, 4(09), 623-634.
Ali, M., & Raza, S. (2017). Service quality perception and customer satisfaction in Islamic Banks of Pakistan: The Modified SERVQUAL Model. Total Quality Management & Business Excellence, 28(5-6), 559-577.
Al-Nidawi, W., Al-Wassiti, S., Maan, M., & Othman, M. (2018). A review in E-government service quality measurement. Indonesian Journal of Electrical Engineering and Computer Science, 10(3), 1257-1265.
AlOmari, F. (2021). Measuring gaps in healthcare quality using SERVQUAL model: challenges and opportunities in developing countries. Measuring Business Excellence, 25(4), 407-420.
Anon. (2021). Global retail e-commerce sales 2014-2023. Retrieved from
Ashfaq, M., Yun, J., Waheed, A., Khan, M. S., & Farrukh, M. (2019). Customers’ expectation, satisfaction, and repurchase intention of used products online: Empirical evidence from China. Sage Open, 9(2), 1-14.
Behera, R. K., Bala, P. K., Rana, N. P., & Kizgin, H. (2022). A techno-business platform to improve customer experience following the brand crisis recovery: A B2B perspective. Information systems frontiers, 1-25.
Behdioglu, S., Acar, E. & Burhan, H. (2019). Evaluating service quality by fuzzy SERVQUAL: a case study in a physiotherapy and rehabilitation hospital. Total Quality Management & Business Excellence, 30(3-4), 301-319.
Bélanger, F., & Crossler, R. E. (2011). Privacy in the Digital Age: A Review of Information Privacy Research in Information Systems. MIS quarterly, 35(4), 1017-1041.
Blut, M. (2016). E-service quality: development of a hierarchical model. Journal of Retailing, 92(4), 500-517
Blut, M., Chowdhry, N., Mittal, V., & Brock, C. (2015). E-service quality: A meta-analytic review. Journal of Retailing, 91(4), 679-700.
Boonlertvanich, K. (2019). Service Quality, satisfaction, trust, and loyalty: The moderating role of the main bank and wealth status. International Journal of Bank Marketing, 37(1), 278-302.
Carlson, J., Rahman, R. & De Vries, N. (2018). Customer engagement behaviours in social media to capture innovation opportunities. Journal Service Marketing, 32(1), 83-94.
Chan, W. Y., To, C. K., & Chu, W. C. (2015). Materialistic consumers who seek unique products: how does their need for status and their affective response facilitate the repurchase intention of luxury goods?. Journal of Retailing and Consumer Services, 27, 1-10.
Chang, K. H. (2022). Why joint Learning is not enough: the role of motivation and opportunity for customer responsiveness in international supply chain partnerships. International Marketing Review, 39(6), 1331-1352.
Chuchu, T., & Chuchu, V. (2016). The impact of inclusive education on learners with disabilities in high schools of Harare, Zimbabwe. Journal of Social and Development Sciences, 7(2), 88-96.
Costa, S. M. D., Moro, S., Rita, P., & Alturas, B. (2023). Customer experience through online reviews from TripAdvisor: the case of Orlando theme parks. International Journal of Technology Marketing, 17(1), 48-77.
Dam, S. M., & Dam, T. C. (2021). Relationships between service quality, brand image, customer satisfaction, and customer loyalty. The Journal of Asian Finance, Economics and Business, 8(3), 585-593.
El-kerdany, T. A., Eissa, D. G., Hassan, M., & Fahmy, W. A. (2017). Relationship between obesity and iron deficiency. The Egyptian Journal of Hospital Medicine, 69(4), 2204-2208.
Famiyeh, S., Kwarteng, A. & Asante-Darko, D. (2018). Service quality, customer satisfaction and loyalty in automobile maintenance services: Evidence from a developing country. Journal of Quality in maintenance Engineering, 24(3), 262-279.
Fared, M. A., Darmawan, D., & Khairi, M. (2021). Contribution of e-service quality to repurchase intention with mediation of customer satisfaction: study of online shopping through marketplace. Journal of Marketing and Business Research, 1(2), 93-106.
Fernandes, T., & Pedroso, R. (2017). The effect of self-checkout quality on customer Satisfaction and repatronage in the retail context. Service Business, 11(1), 69-92.
Firdous, S., & Farooqi, R. (2017). Impact of Internet banking service quality on customer satisfaction. Journal of Internet Banking and Commerce, 22(1), 1-17.
Frick, V., & Matthies, E., (2020). “Everything is Just a Click Away, online shopping efficiency and consumption levels in Three consumption domains. Sustainable Production and Consumption, 23(1), 212–223
Gavahi, S. S., Hosseini, S. M. H., & Moheimani, A. (2023). An application of quality function deployment and SERVQUAL approaches to enhance the service quality in radiology centres. Benchmarking: An International Journal, 30(5), 1649-1671.
Gunawan, H., & Susanti, C. E. (2021). Influence of e-Servqual on e-word of mouth through e-customers satisfaction and e-customer trust in e-commerce apparels in Surabaya. Technium Social Sciences Journal, 24, 517-525.
Ghotbabadi, A., Feiz, S. & Baharun, R. (2015). Service quality measurements: a review. International Journal of Academic Research in business and social sciences, 5(2), 267-286.
Hair, J., Black, W. C., Babin, B. J. & Anderson, R. E. (2010). Multivariate Data Analysis (7th ed.). Upper Saddle River, New Jersey: Pearson Educational International.
Hamouda, M. (2019). Omni-channel Banking integration quality and perceived value as drivers of consumer satisfaction and loyalty. Journal of Enterprise Information Management, 32(4), 608-625.
Hanks, L., Line, N., & Kim, W. G. W. (2017). The impact of the social servicescape, density and restaurant type on perceptions of interpersonal service quality. International Journal of Hospitality Management, 61, 35-44.
Hayati, S., Suroso, A., Suliyanto, S., & Kaukab, M. (2020). Customer satisfaction as a mediation between micro banking image, customer relationship and customer loyalty. Management Science Letters, 10(11), 2561-2570.
Huang, P., Lee, B. & Chen, C. (2019). The influence of service quality on customer satisfaction and loyalty in B2B technology service industry. Total Quality Management & Business Excellence, 30(13-14), 1449-1465.
Hung, C. (2017). Word of mouth quality. Information Processing & Management, 53(4), 751-763.
Itasari, A. A., & Hastuti, N. H. (2023). The effect of advertisement, word of mouth, and brand awareness towards buying decision on" Ruang Guru Apps" in SMU Negeri XYZ Surakarta. Journal of Consumer Sciences, 8(2), 155-169.
Jain, N. K., Gajjar, H., & Shah, B. J. (2021). Electronic logistics service quality and repurchase intention in e-tailing: Catalytic role of shopping satisfaction, payment options, gender and returning experience. Journal of Retailing and Consumer Services, 59(2021), 1-11.
Javadi, M. H. M., Dolatabadi, H. R., Nourbakhsh, M., Poursaeedi, A., & Asadollahi, A. R. (2012). An analysis of factors affecting on online shopping behavior of consumers. International journal of marketing studies, 4(5), 81-98.
Jeon, M. M., & Jeong, M. (2017). Customers’ perceived website service quality and its effects on e-loyalty. International Journal of Contemporary Hospitality Management, 29(1), 438–457.
Jonkisz, A., Karniej, P., & Krasowska, D. (2021). SERVQUAL method as an “old new” tool for improving the quality of medical services: A literature review. International journal of environmental research and public health, 18(20), 1-10.
Kan, M., (2017). The Theory Of Planned Behaviour. In: Zeigler-Hill V., Shackelford T. (eds) Encyclopedia of personality and individual difference. Springer, Cham.
Kaya, B., Abubakar, E., Kaya, O., & Orus, C. (2019). The moderating role of website familiarity in the relationships between e-service quality, eSatisfaction and e-Loyalty. Journal of Internet Commerce, 18(4), 369-394.
Kaye, L. K., Rousaki, A., Joyner, L. C., Barrett, L. A., & Orchard, L. J. (2022). The Online Behaviour Taxonomy: A conceptual framework to understand behaviour in computer-mediated communication. Computers in Human Behavior, 37, 1-11.
Kazungu, I. & Kubenea, H. (2023). Customer satisfaction as a mediator of service facility and word of mouth in higher learning institutions, Journal of Applied Research in Higher Education, Vol. ahead-of-print No. ahead-of-print.
Kotler, P., & K. L. Keller. (2016). Marketing Management. 15th (ed). New York: Pearson
Kusdibyo, L., & Februadi, A. (2019). The effect of electronic service quality on customers satisfaction and loyalty in online shopping. In IOP Conference Series: Materials Science and Engineering, 662 (2), 1-8.
Law, C. C., Zhang, Y., & Gow, J. (2022). Airline service quality, customer satisfaction, and repurchase Intention: Laotian air passengers’ perspective. Case Studies on Transport Policy, 10(2), 741-750.
Lemy, D., Goh, E., & Ferry, J. (2019). Moving out of the silo: How service quality innovations can develop customer loyalty in Indonesia’s hotels. Journal of Vacation Marketing, 25(4), 462-479.
Leninkumar, V. (2017). The relationship between customer satisfaction and customer trust on customer loyalty. International Journal of Academic Research in Business and Social Sciences, 7(4), 450-465.
Mainardes, E. W., & Freitas, N. P. D. (2023). The effects of perceived value dimensions on customer satisfaction and loyalty: a comparison between traditional banks and fintechs. International Journal of Bank Marketing, 41(3), 641-662.
Makanyeza, C., & Chikazhe, L. (2017). Mediators of the relationship between service quality and customer loyalty: Evidence from the banking sector in Zimbabwe. International Journal of Bank Marketing, 35(3), 540-556.
Mao, Z., & Lyu, J. (2017). Why travelers use Airbnb again? An integrative approach to understanding travelers’ repurchase intention. International Journal of Contemporary Hospitality Management, 29(9), 2464-2482.
Mtotywa, M. M., & Kekana, C. (2023). Post COVID-19 online shopping in South Africa: A mediation analysis of customer satisfaction on e-service quality and purchase intention. African Journal of Science, Technology, Innovation and Development, 1-14.
Naini, N. F., Santoso, S., Andriani, T. S., & Claudia, U. G. (2022). The effect of product quality, service quality, customer satisfaction on customer loyalty. Journal of consumer sciences, 7(1), 34-50.
Nasir, M., Adil, M., & Dhamija, A. (2021). The synergetic effect of after sales service, customer satisfaction, loyalty and repurchase intention on word of mouth. International Journal of Quality and Service Sciences, 13(3), 489-505.
Nasser, M. A., Islam, R., Zainal Abidin, I. S., Azam, M., & Prabhakar, A. C. (2015). Analysis of e-service quality through online shopping. Research Journal of Business Management 9(3), 422-442.
Nguyen, L., Nguyen, T. & Tan, T. (2021). An Empirical study of customers' satisfaction and repurchase intention for online shopping in Vietnam. The Journal of Asian Finance, Economics, and business, 8(1), 971-983.
Oli, A. A., & Dhanasekaran, C. (2023). A study related to product service systems (PSS), SERVQUAL, and knowledge management systems (KMS)–A review. Materials Today: Proceedings, 80, 3579-3584.
Parasuraman, A., Zeithaml, V. A. & Berry, L. L. (1985). A conceptual model of service quality and implications for future research. Journal of Marketing, 49(4), 41-50.
Parasuraman, A., Zeithaml, V. A. & Malhotra, A. (2005). E-S-QUAL: A Multiple-Item Scale for Assessing Electronic Service Quality. Journal of Service Research, 7, 213-300.
Pham, Q. T., Tran, X. P., Misra, S., Maskeliūnas, R., & Damaševičius, R. (2018). Relationship between convenience, perceived value, and repurchase intention in online shopping in Vietnam. Sustainability 10(1), 1-14.
Plidtookpai, N. & Yoopetch, C. (2021). The electronic Word-of-Mouth (eWOM) trustworthiness, brand image and other determinants of purchase intention of the middle class to luxury hotel services. Kasetsart Journal of Social Science, 42, 61-68.
Pour, R. M., & Langroudi, M. M. N. (2020). Investigating the Standard and Customizing the Quality of Services and its Effect on Customer Satisfaction and Loyalty. Archives of Pharmacy Practice, 11(S4), 102-112
Redda, E. H., Surujlal, J., & Leendertz, V. (2017). Internet banking service quality in South Africa: a qualitative analysis of consumer perceptions. International Journal of Trade and Global Markets, 10(1), 67-74.
Ridwandono, D., Mardi-Suryanto, T. & Suherlan, G. (2020). Electronic Service Quality and Perceived value in mobile based services. Retrieved from
Rita, P., Oliveira, T., & Farisa, A. (2019). The impact of e-service quality and customer satisfaction on customer behavior in online shopping. Heliyon, 5(10), 1-14.
Sabanoglu, T. (2020). United States: number of digital buyers 2017-2024. Retrieved from
Saefullah, M. (2023). Service Quality and Trust as Predictors of Online Purchasing Decisions Mediated by Perceived Risk. Journal of Consumer Sciences, 8(2), 187-203.
Sari, P., Alamsyah, A. & Wibowo, S. (2018). Measuring e-Commerce service quality from online customer reviews using sentiment analysis. Journal of Physics: Conference Series, 971(1), 1-6.
Soares, M., Novaski, O. & Anholon, R. (2017). SERVQUAL model applied to higher educational public administrative services. Brazilian Journal of Operations & Production Management, 14(3), 338-349.
Sussman, R. & Gifford, R. (2019). Causality in the Theory of Planned Behavior.
Personality and Social Psychology Bulletin, 45(6), 920-933.
Venter de Villiers, M., Chuchu, T., & Chavarika, G.V. (2020). An investigation on mobile banking and co-creation services adoption intentions in South Africa. International Journal of Interactive Mobile Technologies, 14(11), 137-152.
Virima, M., Sandada M., Ndoro, T., & Chuchu, T. (2019). The impact of service quality drivers of customer satisfaction with’s Zimbabwe Internet provision services. Journal of Business & Retail Management Research, 14(1), 98-105.
Uvet, H. (2020). Importance of Logistics Service Quality in customer satisfaction: an empirical study. Operations and Supply Chain Management: An International Journal, 13(1), 1-10.
Wang, Y., Tainyi, L., Luarn, P. & Lu, H. (2015). Contribution and Trend to Quality Research-a literature review of SERVQUAL model from 1998 to 2013. Informatica Economica, 19(1), 34-45.
Wolniak, R., & Skotnicka-Zasadzien, B. (2012). The concept study of Servqual method’s gap. Quality & Quantity, 46, 1239-1247.
West, E. (2020). 2020 sees boom for online shopping in SA. Retrieved from
Wilson, A., Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2016). Service Marketing: Integrating Customer Focus across the Firm. 3rd European ed. Berkshire: McGraw-Hill Education.
Zehir, C., & Narcıkara, E. (2016). E-service quality and e-recovery service quality: Effects on value perceptions and loyalty intentions. Procedia-Social and Behavioral Sciences, 229, 427-443.
Zehir, C., & Narcıkara, E. (2019). E-Service quality and e-recovery service quality: effects on value perceptions and loyalty intentions. Procedia - Social and Behavioral Sciences, 229, 427-443.
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2017). Services Marketing Integrating Customer Focus Across the Firm. 7th (ed). s.l.: McGraw- Hill Education.


Eugine Tafadzwa Maziriri
Tinashe Chuchu (Primary Contact)
Tarisai Fritz Rukuni
Maziriri E. T., Chuchu T., & Rukuni T. F. (2023). An Empirical Appraisal of Electronic Service Quality, Customer Satisfaction and Behavioral Intentions within Online Shopping in South Africa. Journal of Consumer Sciences, 8(3), 234-256.

Article Details

List of Cited By :

Crossref logo