International Journal of Marketing Studies; Vol. 9, No. 2; 2017 ISSN 1918-719X E-ISSN 1918-7203 Published by Canadian Center of Science and Education 92 The Impact of E-Service Quality and E-Loyalty on Online Shopping: Moderating Effect of E-Satisfaction and E-Trust Rami Mohammad Al-dweeri 1 , Zaid Mohammad Obeidat 1 , Mohammad Ahmad Al-dwiry 2 , Muhammad Turki Alshurideh 1 & Alaa Mohammad Alhorani 2 1 The School of Business, The University of Jordan, Amman, Jordan 2 Business School, Al ahliyya Amman University, Amman, Jordan Correspondent: Rami Mohammad Al-dweeri, The School of Business, The University of Jordan, Amman, Jordan. E-mail: r.dweeri@ju.edu.jo Received: December 26, 2016 Accepted: February 11, 2017 Online Published: March 2, 2017 doi:10.5539/ijms.v9n2p92 URL: http://doi.org/10.5539/ijms.v9n2p92 Abstract This paper analyzes the role of online satisfaction and e-trust as mediators in the relationship between electronic service quality (e-SQ) and online loyalty (integrating behavioral and attitudinal elements), in the context of e-shopping. In an increasingly competitive environment, e-retailers need to know the determinants of the success of their online distribution channels in terms of service quality and the influence of this on e-satisfaction, e-trust and e-loyalty. Using a sample of 302 website users of amazon.com in Jordan, confirmatory factor analysis and structural equation modeling were performed to test the relationship between these dimensions. Three dimensions were found to be the main explanatory factors of e-SQ, namely efficiency, privacy and customer service. In addition, it was confirmed that satisfaction mediates the relationship between e-SQ and behavioral and attitudinal loyalty. Keywords: electronic services quality, e-satisfaction, e-trust, behavioral loyalty, attitudinal loyalty 1. Introduction The relationships between service quality, customer satisfaction, trust and loyalty are well documented in the services literature (Parasuraman, Zeithaml, & Berry, 1988). Moreover, the way in which electronic service quality (e-SQ) positively influences online businesses success has been established in the literature (Yang & Fang, 2004; Zeithaml, Parasuraman, & Malhotra, 2002). This relationship often leads to customer purchase intentions (Aladwani, 2006), customer satisfaction (Kim & Stoel, 2004), website brand equity (Tsao & Tseng, 2011) and online loyalty (Flavián, Guinalíu, & Gurrea, 2006; Gounaris, Dimitriadis, & Stathakopoulos, 2010; Gronholdt, Martensen, & Kristensen, 2000; Marimon, Petnji, & Casadesus, 2012). In addition, the literature focuses on the relationships that exist between service quality and perceived value, and the impact of these on customer satisfaction, corporate image, and behavioral intentions (Al Dmour, Alshurideh, & Shishan, 2014; Wu, 2014; Hu, Kandampully, & Juwaheer, 2009; Cronin, Brady, & Hult, 2000). However, despite the insights provided by these studies, no specific studies on the dimensions of e-SQ and the consequences of these for the online shopping sector yet exist (Kassim & Abdullah, 2010; Jin, Yong, & Kim, 2008; Anderson & Srinivasan, 2003). As a result, the set of relations between the four important elements for the success of e-services (e-SQ, e-satisfaction, e-trust, and e-loyalty) is also not yet clear. This work contributes to the e-services literature by clarifying the relationship between these constructs. In this study, satisfaction is considered as a result of e-SQ, and it affects e-trust and e-loyalty, affecting behavioral loyalty first and attitudinal loyalty second. To the knowledge of the authors, this specific effort has not yet been undertaken, particularly in the context of e-services in the online shopping sector. To carry out this study, a scale for measuring e-SQ, e-satisfaction, e-trust, and e-loyalty is proposed and validated. Second, a model of the relationships between the four constructs is designed and tested, and, in particular, we investigate whether e-SQ positively and directly affects online loyalty (behavioral or attitudinal), together with whether e-satisfaction and e-trust are mediating variables in this relationship.