Consequences of Web-based service quality: Uncovering a multi-faceted chain of effects

Evidence from traditional service settings shows that service quality is a major driver of customer satisfaction, trust, and loyalty, which ultimately lead to profitability. Regarding business on the Internet, many argue that trust and loyalty become even more important for long-term success. But does quality play the same influential role in the context of Web-based services, where it is said that price is king and competitors just one click away? In the present study, the authors develop a structural equation model that links Web-based service quality to a broad set of consequences.The model is tested with a large sample drawn from three different Web-based service domains. The results provide insights into the mechanisms leading from Web-based service quality to outcome variables. Specifically, they point to a multifaceted chain of effects, with trust playing a key mediating role.