أثر جودة الخدمة الإلكترونية المقدمة في كسب الولاء الإلكتروني للعملاء : دراسة تطبيقية على مجموعة المصرية للاتصالات

الملخص EN

The Impact of Electronic Services' Quality on Customers' E-Loyalty (An Applied Study on Telecom Egypt Group)
This study aimed to investigate the impact of the electronic website services quality on e-loyalty of customers in (Telecom Egypt Group) using e-satisfaction as a mediating variable, as well as examining the interrelationships between the factors influencing e-loyalty.

The examined electronic services included content, structure, ease of use, presentation, responsiveness, e-security, and reliability.

The study population consisted of clients who used the group's website services, and the available sample method was used in selecting participants to collect the required data from them through the questionnaire tool.

The number of questionnaires valid for statistical analysis reached (200) questionnaires, some of which were distributed in a number of the company's service centers, and another part was placed electronically on the pages of social networking sites.

The results revealed that all the examined dimensions of electronic services' quality (except for the ease of use) had a statistically significant effect on e-satisfaction, also those dimensions (except for the presentation) affect positively and directly on e-loyalty, besides there was a significant effect of electronic customers satisfaction on their electronic loyalty, finally the dimensions of electronic services' quality (other than security and structure of the site) indirectly affected e-loyalty through e-satisfaction.