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The study employs a structural equation model to analyse the effect of cultural dimensions on the relationship between e\u2010service quality and online tourist satisfaction. The original data were standardised in order to allow comparison.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Findings<\/jats:title><jats:p>The results show that the influence of the dimensions of service quality on the tourists' satisfaction with their online purchases is moderated by cultural dimensions, namely uncertainty avoidance and individualism\/collectivism.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Research limitations\/implications<\/jats:title><jats:p>In this study only two cultures are used to analyse the moderating effect of cultural dimensions on the relationship between quality and satisfaction and only two cultural dimensions are analysed.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Practical implications<\/jats:title><jats:p>The key practical implications of the work lie in illuminating the variations in tourist satisfaction when making an online purchase, and understanding the role played by cultural dimensions in interactions with web\u2010based businesses.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Originality\/value<\/jats:title><jats:p>This paper makes progress in the study of the dimensions of the e\u2010service quality. Furthermore it is a cross\u2010cultural study which pays attention to the moderating effect of the cultural dimensions on the relationship of each dimension of e\u2010service quality with satisfaction with the web site.<\/jats:p><\/jats:sec>","DOI":"10.1108\/14684521211229011","type":"journal-article","created":{"date-parts":[[2012,4,28]],"date-time":"2012-04-28T07:27:27Z","timestamp":1335598047000},"page":"157-174","source":"Crossref","is-referenced-by-count":47,"title":["E\u2010service quality as antecedent to e\u2010satisfaction"],"prefix":"10.1108","volume":"36","author":[{"given":"Carmen","family":"Ma\u0333 Sabiote","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Dolores","family":"Ma\u0333 Fr\u00edas","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"J. 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