Assessing the Relationship among Service Quality, Customer Satisfaction and Behavioral Intentions in Online Shopping Environments

This paper seeks to investigate the nature of the service quality construct in online shipping environments and its relationship with customer satisfaction and behavioral intentions. After a factor analysis used a sample from college student respondents, we assessed the relationship among all variables with correlation analysis and regression analysis. And then we introduced a test of the mediating effects of customer satisfaction to study the approach of service quality on behavioral intentions. Empirical results show that reliability and assurance are important for service quality in online shopping industry while responsiveness and tangibles fail to play a dominant role. This study also demonstrates that while service quality has an important influence on behavioral intentions, its indirect effect through customer satisfaction is larger than the direct effect on behavioral intentions.