Abstract:

Quality and trust are the most important elements for improving the e loyalty The aim of study is to indicate e services quality elements in e service marketing and to research the effect of e service quality on loyalty via e trust and e satisfaction Research data is acquired by the way of conducting survey to customers of an electronic website face to face Because of the increasingly adaptation of the Y generation to the internet sample of research is determined as 400 undergraduates While the reliability of research scale is tested by approach of Cronbach Alpha Coefficient its validity is tested by method of Factor Analysis After defined of the reliability and validity of scale Multiple Regression Analysis is used to test research hypothesis and it is concluded that the above mentioned variables are effective on loyalty Keywords: Service Marketing Electronic Marketing Trust Satisfaction Customer Loyalty

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