Investigating the mediation effect of satisfaction on the service quality and customer loyalty link: Empirical evidence from Greek customers of internet shops

This study aims to provide empirical evidence on the role of service quality and customer satisfaction as predictors of loyalty of Internet shoppers in Greece. Furthermore, the possible mediation effect of customer satisfaction on the service quality and customer loyalty relationship is also examined. Service quality is conceptualized by 5 dimensions: ease of use, e-scape, customization, responsiveness and assurance. The statistical analysis showed that service quality is major direct predictor of loyalty, since 4 of its dimensions, with the exception of e-scape, were found to significantly influence loyalty. Moreover, satisfaction was found to have a strong positive impact on loyalty by totally mediating the influence of all the 4 service quality dimensions, which were found to affect loyalty directly.