Investigating the Effect of Electronic Service Quality on Customers Trust to Retailers

Abstract

This paper aims to investigate the effect of electronic service quality (ESQ), content quality and service quality on customers' trust to retailers in the context of e-services. Population is 157 customers in the area of Tehran that have used retailers' website to purchase their required products during the period of research. Data collected using a self-administrated questionnaire and convenience- sampling approach. A confirmatory factor analysis was used to test the validity of instrument while multiple regression analysis was used to test the proposed hypotheses. Our results indicated that process quality, content quality, and service quality are positively related to trust toward to the retailers' website.