دوره 7، شماره 1، 1403، صفحات 90 - 111

نویسندگان : Mateen Sulaiman Husseın* ¹ ، Elif Boyraz ²

چکیده :
This study investigates the relationship between e-service quality and customer satisfaction, with a focus on gender differences among online shoppers in Erbil Province. A quantitative, descriptive statistical method was employed, using a sample of 300 participants, including 142 males and 158 females, selected through convenience sampling. The study utilized a 30-item e-service quality scale and a 21-item customer satisfaction scale, both developed by Farisa (2018), to assess key dimensions such as customer service, privacy, fulfilment, overall service quality, and consumer behaviour. Responses were measured on a five-point Likert scale. The results demonstrate a positive correlation between e-service quality and customer satisfaction, showing that improved service quality significantly enhances satisfaction. Gender differences were found to influence how users perceive service quality and satisfaction for female. Cronbach’s Alpha scores of 0.886 for e-service quality and 0.876 for customer satisfaction confirmed the reliability and consistency of the scales used. Additionally, the study highlights that e-service quality is a strong predictor of customer satisfaction. These findings emphasize the importance of continuous improvement in service quality and the need for tailored strategies to meet diverse customer expectations.

کلمات کلیدی :
E-service quality, Satisfaction, Customer satisfaction