The relational governance antecedents and loyalty consequence of service quality in crowdsourcing: The moderating role of crowdsourcing experience

This study aims to investigate the antecedents (i.e., relational governance) and consequence (i.e., loyalty) of service quality from the crowdsourcer perspective in the online crowdsourcing context. The hypotheses derived from our research model were empirically validated using an online survey of 240 crowdsourcers from Zhubajie.com in China. Results show that relational governance elements (i.e., information exchange, conflict resolution and trust) positively affect service quality dimensions despite the insignificant effect of trust on interaction quality. All service quality dimensions (i.e., interaction quality, outcome quality, environment quality) significantly affect crowdsourcer loyalty. Crowdsourcing experience positively moderates the effect of environment quality on crowdsourcer loyalty but negatively moderates the effect of outcome quality. This study contributes to deepening the understanding of the approach to enhance service quality and crowdsourcer loyalty.