4.3 External domain
In the initial model, we hypothesized that sustainable e-service quality has a significant
effect on satisfaction and loyalty, confirmed during testing. Internal users become
satisfied from provision of sustainable e-service quality, which enables employees to
fulfill job duties. An unexpected finding is related to the antecedents of loyalty.
According to theory, satisfaction has a direct effect on loyalty (Olsen, 2002), but this
assumption was rejected (effect of satisfaction on loyalty was non-significant).
For internal-user loyalty, sustainable e-service quality suffices. It is important to
scrutinize loyalty between internal and external users.