Antecedents of Online Service Quality, Commitment and Loyalty
The growth of Internet Mediated Environment (IME) based services has changed the manner in which firms and consumers interact. This paper aims to provide a more comprehensive understanding of the role service quality dimensions play in developing service enjoyment, commitment, and loyalty in IMEs. Analyses of data from 772 US consumers revealed that service content quality and service delivery quality are two important antecedents of consumers' service enjoyment that further affect their commitment and loyalty relation to services in IMEs. We discuss the implications of our research and also point to future research directions.