Morgan and Hunt (1994) found that customer commitment entirely mediated the relationship between consumer and consumer loyalty-like intentions regarding the relationship. Under this perspective, retail service quality could be viewed as one of a number of commitment-creating background evaluative benefits that consumers seek from their relationship with service providers (Gruen et al., 2000)
According to Morgan and Hunt (1994), customer commitment entirely mediated the relationship between customer loyalty goals concerning the relationship and customer evaluations of background variables. Under this context, e-service quality could be considered as one of amount commitment-creating background evaluative advantages that customers explore from their relationship with service providers