Effects of service quality on perceived security and customer trust in E-commerce

Business to Consumer (B2C) e-Commerce is moving swiftly towards growth stage with the introduction of advanced Internet facilities. E-Commerce players realized that attaining such movement towards growth stage was not possible without electronic service quality. However, Indian customers perceive e-Commerce highly concerned with security and trust. This paper develops a conceptual framework to examine the relationship between e-Service Quality dimensions, perceived security and e-Commerce customer trust. Data were collected from 152 online buyers in Jammu division of J&K state and were used to test the model. Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) were conducted to examine the reliability and validity of the instrument used. The finding of the present work reveals positive significant dependency effect between Perceived overall Service Quality, perceived security and e-Commerce customer trust among Online Buyers. Further, the result shows positive dependency effect between customer trust and perceived security in e-Commerce. The work is concluded with some insights to the managers and interested researchers, also limitation of the present work were highlighted as an option for future work.