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This research aims to provide insight on the interactive effects of service quality and e-service quality on perceptions of retailer brand equity and also extend and test the efficacy of Baker ' s service environment typology in both offline and online service experiences.

A within-subjects, simulated shopping experience immerses consumers in both offline and online shopping environments and, subsequently, consumers are surveyed regarding both offline and online quality as well as aggregated evaluations of retailer brand equity.

Results demonstrate that consumer perceptions of offline and online service quality have a positive effect on retailer brand equity and service quality and e-service quality interact, such that e-service quality has a stronger effect on brand equity offline quality is low. The results also support the application of offline service environment frameworks for online retailing.

The results demonstrate the applicability of Baker ' s typology in both online and offline environments and reveal that customer perceptions of offline and online operations can interact to affect global attitudes toward the retailer.

The results suggest that retailers can improve quality perceptions by enhancing both their offline and online service environments and that these quality improvements can result in enhanced consumer perceptions of brand equity.

This study provides a first look at the applicability of offline frameworks for the service environment in an online context. Moreover, the results provide an initial assessment of how consumers update global attitudes toward a brand by consolidating perceptions across both offline and online interactions.

This study aims to investigate how price and other service brand attributes (such as website attractiveness, efficiency, privacy, fulfilment) determine e‐brand promise/reputation and the e‐loyalty of shoppers in an online setting.

Using the convenience sampling method, a survey research was carried out during a two‐day airline exhibition among experienced respondents who had purchased online tickets in the past. To identify what determines online brand reputation and its effect on e‐loyalty, structural equation modelling using the two‐step approach was performed.

Fulfilment and competitive price offers have the most significant impact on e‐loyalty, with a full mediation impact (via online brand reputation), whilst website attractiveness has a partial impact. These simultaneously confirm the role of e‐brand reputation as a mediator construct and its antecedents and its relationship with e‐loyalty.

The mediation impact further increases the strength of brand reputation as a construct when modelling consumer responses in an online setting. In particular, the full indirect impact (price and fulfilment) was able to explain how online brand reputation was formed and brand promise can be achieved.

The practical contribution of the study and its managerial implications can be seen in the context of defining strategy and positioning. By confirming that different brand enactments are found in different settings (for example, price, fulfilment, site's attractiveness), this study offers some insights into a company's site strategic brand positioning and differentiation. For example, appropriate enactments, such as price, fulfilment and the attractiveness of the site, could be addressed when designing and enhancing online brand reputation and e‐loyalty. Sample size limitation and generalisation is limited to within the internet airline setting.

While existing research mainly focuses on the effect of service quality and image attributes of e‐loyalty, the current research focuses on other aspects of brand differentiation – e‐brand reputation and the important influencing elements, such as price and website attractiveness – which hitherto have often been ignored in an online setting. In other words, this study highlights the most important attributes that will help to “meet” the online service brand promise through e‐brand reputation.

The paper aims to examine the role of service branding and web site performances in a multi‐channel retail context by studying consumers who have on‐going relationships with retailers. Focus is placed on understanding perceptions of image congruency of the retail service brand across physical and electronic channels, together with web site performance perceptions influencing web site attitudes. The effects of web site attitudes on behavioural loyalty are also investigated.

Data were gathered via an online survey from 196 consumers and analysed using structural equation modelling via PLS analysis.

The findings shed light on the importance of cross‐channel service brand management together with managing critical web site service interface capabilities in the retail environment to engender favourable web site attitudes and customer loyalty outcomes.

Multi‐channel retailers should carefully consider the degree to which consumers perceive the web site and its performance to be congruous with the retailer's brand image which appears to influence how information is subsequently processed and impacts customer loyalty behavior.

The findings are of value to multi‐channel retail practitioners and focus on how consumers with an ongoing relationship with the retailer integrate offline and online brand images in the formation of web site attitudes. In addition, the study examines both cognitive and hedonic elements of web site performance in the research framework.

The purpose of this paper is to develop a conceptual model for smartphone brand switching behavior, based on the consumption value theory (functional value, emotional value, social value and epistemic value) and the cognition affect behavior (CAB) model. Two paths – product consumption values and retail service relational benefits – were considered as the cognitive elements to predict brand commitment (affect) and smartphone brand switching behavior. In addition, switching cost was used to measure the moderating effect on the relationship between brand commitment and smartphone brand switching behavior.

This research examined whether product consumption value and cognitive benefits related to retail services will enhance brand commitment and then further decrease smartphone brand switching behavior. Switching cost was predicted as a moderator in the model. An investigation of consumers who own a particular brand of smartphone (e.g. the top five smartphone brands: Samsung, Apple, HTC, Sony and Asus) was conducted, and 565 valid responses were collected for the structural equation modeling analysis.

The results demonstrated that emotional value, social value, epistemic value and confidence benefits increased consumer brand commitment and predicted less smartphone brand switching behavior. In addition, switching cost played a significant moderator role in the relationship between brand commitment and brand switching behavior.

A multiple cognitive paths design, with a consumption values aspect and a relational benefits aspect, can elaborate consumer perceptions of product values and service benefits simultaneously, which can lead to a better understanding of the whole picture of the brand services and the key reasons why consumers commit to a brand. Administrators of brand vendors are suggested to improve product innovation and the professionalism of sales services in order to facilitate consumer consumption values, increase their degree of confidence in members of sales staff and, in the meantime, help these administrators gain an understanding of the real reasons for brand switching so as to provide solutions leading to the maintenance of consumer brand commitment through products or services. This is, in turn, likely to increase continued usage intention and reduce the possibility of brand switching.

This study extended the consumption value theory and the CAB model to show that product consumption value and cognitive benefits related to retail services can enhance brand commitment and further decrease smartphone brand switching behavior. The results indicated that brand retailer managers should regularly conduct activities to connect with their customers to induce consumption values and relational benefits and, consequently, increase brand commitment and prevent customer switching behavior.

The purpose of this paper is to examine whether any differences exist between high- and low/middle-income Generation Y luxury consumers in terms of their service quality perceptions on luxury fashion brands’ own official e-commerce sites.

This study focused on actual luxury consumers who purchased luxury fashion items from luxury fashion brands’ e-commerce sites. An online survey asked participants to evaluate their perceptions of e-service attributes available on luxury fashion brands’ own official e-commerce sites based on their experience with the site. A total of 123 usable respondents obtained.

Of the nine e-service quality dimensions identified, efficiency and web appearance were significant dimensions affecting high-income Generation Y luxury fashion consumers’ overall e-satisfaction. For low/middle-income Generation Y luxury fashion consumers, order/delivery management, personalization and trust were crucial factors that affected overall e-satisfaction.

Despite the growth of luxury e-commerce sales and the increasing interest in luxury consumption by consumers from a variety of demographic groups, little research has focused on how luxury consumers perceive luxury brands’ own official e-commerce site and how luxury fashion brands develop their own e-commerce sites to meet demographically dissimilar customers’ necessities. The findings of the study provide valuable practical implications to luxury fashion brands by proving that luxury consumers are unalike and that their perceptions on e-service quality are dissimilar based on different income levels.

Given the severe impact of coronavirus disease 2019 (COVID-19) on bank business activities, this study aims to examine how green brand image and online trust affect customers' continuance intention (CI) under the boundary condition of perceived effectiveness of e-services (PEES).

An extensive review of the green marketing perspective was conducted to identify the incremental contributions of the current study (e.g. extensions of online trust and PEES). The authors used the common questionnaire survey strategy for the data collection while applying the partial least squares technique for further analyses.

Using data from 460 bank customers, the findings indicated that online trust positively mediates the relationship between green brand image and CI under the moderating effect of PEES. At high levels of PEES, online trust exerts strongest effect on customers' CI.

This study responds to the emerging call for understanding the PEES role, under which online trust leads to CI in the context of the global pandemic.

The authors provide bank managers with a helpful extension of green marketing with PEES to manage online trust and customer intention, thereby increasing the managers' strategic effectiveness.

The current study explores the moderating role of PEES that plays in the green brand image, online trust and CI relationships, in responding to the pandemic situation.

This study investigates electronic customer service, e‐service, by Australian organisations, replicating and building on Heuchan et al.’s study of relationships among organisational characteristics and e‐service. Compared to one year earlier, the study found more organisations with Web sites, shorter response times to customer e‐mails and higher response quality to customer e‐mails. Response rate and response quality, however, was virtually the same – poor. Australian organisations have e‐service tools such as Web sites and e‐mail, yet they face an assimilation gap delivering e‐service. Organisational diffusion of innovations provides a theoretical base for these results and future research. The paper gives manager insights into existing e‐service and ways to improve e‐service in their organisation.

The purpose of this paper is to model the effect of alternative products in motivating consumers’ e-service switching behavior in the context of the social network game (SNG) industry. In particular, the effects of both alternative attractiveness and change experience on switching behavior are quantified.

With the aid of a leading e-service provider in China, 220,000 questionnaires were distributed to the players of a SNG. Valid responses from potential switching users are included in the data analysis. Structural equation modeling technique is utilized to test the research framework.

The study found that alternative attractiveness negatively affects both the perceived service quality and individual users’ satisfaction with their current SNG. Additionally, alternative attractiveness has a strong and positive impact on both switching intention and behavior. The results show that users’ satisfaction and perceptions on service quality deteriorate significantly when faced with the presence of attractive SNG alternatives. The effect is stronger for the customers used to switching.

The study is among the first to introduce cognitive dissonance theory to explain e-service switching behavior. A number of new hypotheses are proposed, tested and supported. The results of the study illustrate the use of cognitive dissonance as an alternative perspective of understanding users’ switching behavior in a real-world free-choice situation.

So far, the term e‐commerce has been primarily associated with communicating the brand and/or enabling sales transactions. However, the next vista for companies operating in the virtual marketplace seems to be e‐service or, delivering value‐added, interactive services to customers. This e‐business function has been left virtually unexplored in the services research literature. In this article, an attempt is made to investigate the impact of organizational reputation, relative advantage, and perceived risk on perceived service quality, trust and behavioral intentions of customers towards adopting e‐services. In the context of an electronic travel service, hypotheses on the relationships between aforementioned variables are investigated by means of an experimental study. The results suggest that the three factors have a significant main effect on the customers’ attitude and behavior towards e‐service. The only exception is that relative advantage does not appear to have a significant impact on customer trust. The results also show that organizational reputation and perceived risk have a combined effect: a good organizational reputation impacts the effect of perceived risk on the three dependent variables. Finally, the three factors appeared to be evenly important in the forming of customers’ attitude and behavior. Again, the only exception is that organizational reputation and perceived risk appear to be more important in terms of trust than relative advantage.

This paper aims to investigate the effect of gamified e-service quality (GE-SQ) on customer value co-creation, relationship quality and purchase intention in e-retailing.

A questionnaire was used to collect data from a sample of 549 e-retailing customers who participated in a gamified online service process. A structural equation modeling approach was adopted to analyze the model.

The empirical evidence confirmed that GE-SQ encouraged customer value co-creation behavior and relationship quality. Customer value co-creation and relationship quality led to higher purchase intention. Also, value co-creation and relationship quality partially mediated the relationship between GE-SQ and purchase intention.

The findings increase our knowledge of GE-SQ and its behavioral consequences. Moreover, the study proposes and validates a theoretical framework based on GE-SQ, value co-creation and customer relationship quality. This study provides insight into using gamification as a practical tool in the e-retailing industry.