Abstract
The spread of the Internet, the proliferation of mobile devices, and the onset of the COVID-19 pandemic have given impetus to online shopping in Ghana and the subregion. This situation has also created opportunities for SMEs to take advantage of online marketing technologies.
However, there is a dearth of studies on the link between e-marketing and e-loyalty in terms of online shopping, thereby creating a policy gap on the prospects for business success for online SMEs in Ghana. Therefore, the purpose of the study was to examine the relationship between the main independent variable, e-marketing and the main dependent variable, e-loyalty, as well as the mediating roles of e-service quality and e-satisfaction in the link between e-marketing and e-loyalty. The study adopted a positivist stance with a quantitative method.
The study was cross-sectional in nature with the adoption of a descriptive correlational design.
A Structural Equation Modelling approach was employed to examine the nature of the associations between the independent, mediating and dependent variables. A sensitivity analysis was also conducted to control for the potential confounding effects of the demographic factors. A sample size of 1,293 residents in Accra, Ghana, who had previously shopped online, responded to structured questionnaire in an online survey via Google Docs.
The IBM SPSS Amos 24 software was used to analyse the data collected. Positive associations were found between the key constructs in the study: e-marketing, e-service quality, e-satisfaction and e-Loyalty. The findings from the study gave further backing to the diffusion innovation theory, resource-based view theory, and technology acceptance model.
In addition, e-service quality and e-satisfaction individually and jointly mediated the relationship between e-marketing and e-loyalty. However, these mediations were partial, instead of an originally anticipated full mediation. In terms of value and contribution, this is the first study in a developing economy context to undertake a holistic examination of the key marketing performance variables within an online shopping context. The study uniquely tested the mediation roles of both e-service quality and e-satisfaction in the link between e-marketing and e-loyalty. The findings of the study are novel in the e-marketing literature as they unearthed the key antecedents of e-loyalty for online SMEs in a developing economy context.
The study suggested areas for further related studies and also highlighted the limitations.