Date of Degree

8-2022

Document Type

Dissertation

Degree Name

Doctor of Philosophy (PhD)

Program

Education

Advisor

Arthur Hernández

Advisor

Alberto Rubio

Advisor

James Simpson

Abstract

The objective of this quantitative study, which utilized a non-experimental, correlational predictive design, was to evaluate the association between perceptions of e-service quality by Saudi Arabian adult residents and their overall satisfaction with the online retailer from which they buy their electronics and small appliances products. The study also sought to determine to what extent e-service quality factors, as a group and independently, predict the customer satisfaction of the participants of this study. The participants of this study were limited to adults (18 years of age or older), male and female, who live in any region of Saudi Arabia, and have at least completed one transaction over the internet to buy electronics and small electrical appliances products.This study utilized a non-probability convenience sampling method “in which [the] respondents are chosen based on convenience and availability” (Creswell & Creswell, 2018, p. 150). The actual sample was 658 complete responses, which were more than 277 responses required by G*Power analysis. The study adopted Vajrapna’s (2019) scale to measure independent variables (overall e-service quality and its components) and dependent variable (e-customer satisfaction). The e-service quality consisted of seven components that include 36 measured attributes. The e-customer satisfaction consisted of five measured perceptions. The participants in the survey were invited to participate via social media applications, and data were collected using the QualtricsXM survey platform. Simple and multiple regression tests were used to analyze data and reach conclusions. The finding of this study revealed the importance of information quality component in influencing e-customer satisfaction. E-tailers that manage to improve the information presented on their website to match customer preference would gain a competitive edge over those who do not. The research suggested that Saudi e-tailers should activate the role of omni-channel to create a barrier of entry over international rivals with no physical store.

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