5.3 Conclusions, practical implications, and limitations
Overall, in this study, we ofer the following fndings for the telecom industry: (1) the fve-dimension scale that we constructed in this study was valid and reliable in measuring website UX; (2) a positive relationship between e-SQ, customer satisfaction and customer loyalty was confrmed; (3) the e-SQ relative to UX emerged as core predictors in predicting customer satisfaction and customer loyalty; (4) customer satisfaction was a signifcant predictor of customer loyalty.
The results in this paper provide some managerial implications. Firstly, though it was not discussed a lot in the current study, security and privacy were premised and were basic features in e-service. Secondly, improving e-SQ is very important for improving customer satisfaction, retaining customers and turning visitors into customers. Thirdly, when designing their service websites, telecom companies should pay attention on the interface and interaction because it was shown to be the most important factor in improving customer satisfaction and recommending intention. Increasing functional completeness would also be helpful in improving customer satisfaction. But if the telecom companies intend to achieve more website visitors through improving customers’ recommending intention, they should provide better service support to customers, as well as improve the content and information quality. The technical support seemed to be not so vital as other dimensions, but we suggest the website should be browsed smoothly. Although respondents showed a positive response for customer satisfaction (M =4.09) and intention to recommend (M =4.19), we note that the mean scores for the items leave an obvious room for future improvement.
