THE MEASUREMENT OF THE SERVICE QUALITY OF THE WEB SITES SELLING BOOK, AND THE SERVICE QUALITY’S EFFECT ON PERCEIVED VALUE AND LOYALTY INTENTION THEREBY USING ESQUAL; A RESEARCH ON THE ACADEMICIANS OF ERZINCANUNIVERSITY

The necessity of measurement of the e-commerce web-sites service quality has been considered through recently the increasing usage of the internet. many researchers studying on this area have investigated the correlation between the internet service quality and actual purchases. this present study was collected to consider the effect of book seller web sites’ internet service quality on customer’s perceived value and loyalty intention. the research’s sampling occurs the academicians of erzincan university because the province does not have almost any offline book stores from which they can buy academic book or journals. the findings of the present study demonstrate that the ‘’the fulfillment’’ dimension of the e-s-qual scale has the most impact on customers’ perceived value. furthermore, the dimension of ‘’privacy’’ has more effect on overall quality and loyalty intention according to the result of thestudy.