The effect of e-store website quality in terms of consumer rights on the reliability and responsiveness of the e-customer

E-consumer rights aim to provide consumers and sellers a fair opportunity when dealing online, which requires both parties to know their rights and ethics. Therefore, the purpose of this study is to verify the impact of consumer rights available on reputed online store websites in Saudi Arabia (KSA) on the customer service, using expectation confirmation theory (ECT). A random sampling technique was used for primary data collection from a sample size of 152 faculty members. IBM Software Package for Social Sciences SPSS-26 and structural equation modeling (SEM) LISREL software programs were used for data analysis. The findings show that e-consumer rights have positive and significant effects on customers’ e-reliability and e-responsiveness. In addition, consumers’ income significantly influences their e-responsiveness, while the number of e-dealings per month significantly influences both e-reliability and e-responsiveness. The results of the study also provide an inventory of eight reasons why consumers prefer to deal with local electronic stores over foreign ones. Based on these findings, theoretical importance, practical implications, and suggestions for future research are discussed.