Affiliation:
1. Alanya Alaaddin Keykubat University, Turkey
Abstract
The aim of this chapter is to test the hypothesis that the two-step structural equation modelling (SEM) and artificial neural network (ANN) approach enables better in-depth research results as compared to the single-step SEM approach. This approach was used to determine which factors have statistically significant influence on customer satisfaction and customer loyalty in online shopping. The purpose of this chapter is to extend the role of e-service quality and e-recovery research which is traditionally based on SEM technique with ANN approach. In the first step of the present research, the SEM technique was used to determine which factors have statistically significant influence on customer satisfaction; in the second step, ANN models were used to rank the relative influence of significant predictors obtained from SEM. The results indicate that effectiveness of information content, hedonic shopping value, information security and confidentiality, responsiveness, and website entertainment have a positive impact on customer satisfaction.
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