University of Isfahan New Marketing Research Journal 2228-7744 7 2 2017 08 23 Exploring the Effect of Electronic Service Quality on Electronic Loyalty: Considering the Mediating Role of Electronic Satisfaction, Perceived Value and Electronic Word of Mouth (The Case of E-Retailers in Tehran) Exploring the Effect of Electronic Service Quality on Electronic Loyalty: Considering the Mediating Role of Electronic Satisfaction, Perceived Value and Electronic Word of Mouth (The Case of E-Retailers in Tehran) 1 16 21795 10.22108/nmrj.2017.21795 FA Sayed Hamid Khodadad Hosseini Full Professor, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran Asghar Moshabaki Full Professor, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran Fatemeh Molaei MSc, Business Management, Faculty of Management and Economic, Tarbiat Modares University, Tehran, Iran Journal Article 2016 11 16    Understanding the importance of retaining companies' customers has provoked companies to strive for policies that help them to retain their customers. Only if a company understands its customers' demands and try to satisfy them, they will remain loyal to those companies. The term of "quality of services" aims at the necessity of paying attention to customers' needs and demands which finally ends up to loyalty among customers. Through considering the mediating role of electronic satisfaction, perceived value and electronic advertisement advice, the present research tries to analyze the relationship between e-service quality and e-loyalty. Statistical population of this research is comprised of e-retailers customers in Tehran. The present research is descriptive in terms of data collection and data was collected using questionnaire. Furthermore, its validity and reliability were determined using mean of extracted variance and combined reliability method, respectively. Also the collected data was analyzed using structural equivalence method via PLS software. Results of this research indicated that e-services quality affects customer's loyalty directly and indirectly. Moreover, e-satisfaction is the most important factor in creating loyalty among customers.    Understanding the importance of retaining companies' customers has provoked companies to strive for policies that help them to retain their customers. Only if a company understands its customers' demands and try to satisfy them, they will remain loyal to those companies. The term of "quality of services" aims at the necessity of paying attention to customers' needs and demands which finally ends up to loyalty among customers. Through considering the mediating role of electronic satisfaction, perceived value and electronic advertisement advice, the present research tries to analyze the relationship between e-service quality and e-loyalty. Statistical population of this research is comprised of e-retailers customers in Tehran. The present research is descriptive in terms of data collection and data was collected using questionnaire. Furthermore, its validity and reliability were determined using mean of extracted variance and combined reliability method, respectively. Also the collected data was analyzed using structural equivalence method via PLS software. Results of this research indicated that e-services quality affects customer's loyalty directly and indirectly. Moreover, e-satisfaction is the most important factor in creating loyalty among customers. https://nmrj.ui.ac.ir/article_21795_3e380729fcf1197c4d8cd4b53a15fe29.pdf