The American Customer Satisfaction Index (ACSI) model was developed in 1996. This model used a multiple indicator approach to measure overall customer satisfaction. This non-experimental, exploratory study related to examine and explore the relationships among electronic service quality, customer expectations, perceived value, customer satisfaction, and customer loyalty for consumer electronics e-tailers by adopting the ACSI model. This study adopted quota and snowball sampling. A total of 276 valid responses were collected from an online survey. Data was analyzed by using structural equation modeling (SEM). Out of eight hypotheses in this study, six were supported, whereas two were not supported.
Findings indicated that perceived value and customer satisfaction were two significant variables that mediated the relationships between electronic service quality and customer loyalty. Moreover, this study found that electronic service quality had no direct effect on customer satisfaction, but had indirect positive effects on customer satisfaction for consumer electronics e-tailers. In terms of practical implications, consumer electronics e-tailers' managers could formulate a competitive strategy based on the modified ACSI model to retain current customers and to enhance customer relationship management (CRM). The limitations and recommendations for future research were also included in this study.