نوع مقاله : مقاله مستخرج از پایان نامه کارشناسی ارشد
1 گروه مدیریت، واحد گنبد کاووس، دانشگاه آزاد اسلامی، گنبدکاووس، ایران
2 دانشجوی کارشناسی ارشد، مدیریت بازرگانی، واحد همدان، دانشگاه آزاد اسلامی، همدان، ایران
عنوان مقاله [English]
The purpose of this research was to identify the effect of E-service quality on customer satisfaction and trust in online shopping of Digikala online store. This research is a survey, applied and descriptive in terms of purpose. The statistical population includes all customers of Digikala online store in 2020 who have purchased from this store at least once. Available sampling method was used for 384 people and in order to collect information, Rita, Oliveira and Farisa(2019) 66-item questionnaire was used. For descriptive statistics, dispersion and central indexes were used along with graphs to fit the tables. The results show that the e-service quality directly on customer satisfaction and customer trust and indirectly on customer behavior have a positive and significant effect in online shopping. All eleven research hypotheses that have examined the relationships between the variables of e-service quality, customer satisfaction, customer trust and customer behavior in online shopping have been confirmed. The results of the research help managers and Online store operators to better understand the impact of e-services on customers' shopping behavior.