E-service quality and its impact on brand loyalty

The purpose of this research was to assess the impact of E-service quality on brand loyalty. The sub dimensions of E-service quality were determined as independent variables while commitment (loyalty intention) and repurchase intentions were measured as dependent variables. A survey covered 250 respondents from 20 clearing and forwarding companies in Dar es Salaam, Tanzania. Correlation and regression models were used in the analysis of data. Factor analysis and Cronbach’s alpha was used to test the reliability and validity of data. By using the E-S-quality scale, it was observed that the relationship of E-service quality and loyalty and repurchase intentions is positive. Correlation and regression analysis revealed that there are positive and significant relationship between E-service quality and brand loyalty. It was concluded that, due to the developments of technology, positive perception about electronic service technology used in clearing and forwarding services have increased noticeably. It is thus recommended that implementing and harnessing electronic service (E-service quality) with adequate consideration of these factors, efficiency, fulfilment, reliability, responsiveness, privacy, responsiveness, compensation and contact, could bring the Clearing and Forwarding Companies (CFCs) competitive advantage and many business opportunities such as increase market share through loyalty built in, profit and growth at end.