Exploring the effects of e-service quality and e-trust on consumers' e-satisfaction and e-loyalty: insights from online shoppers in Pakistan

Abstract

PurposeThe purpose of this study is to investigate the impact of e-service quality and e-trust on customer e-satisfaction and, subsequently, on customer e-loyalty towards a website in the online shopping environment of Pakistan.Design/methodology/approachThe research employed a quantitative approach and utilised structural equation modelling to investigate the relationship between e-service quality and e-trust on consumers’ e-satisfaction and e-loyalty. The data were collected from 250 individuals who actively use online shopping websites to purchase products in Pakistan.FindingsThe findings revealed that e-service quality and e-trust offered on e-commerce websites significantly impacted customer e-loyalty. However, it was found that both e-service quality and e-trust do not have a significant impact on customer e-satisfaction. In addition, the findings showed that customer e-satisfaction positively impacts e-loyalty.Research limitations/implicationsOverall, these findings emphasise the importance of e-service quality, e-trust and customer e-satisfaction and their role in cultivating customer loyalty within the context of the online shopping environment in Pakistan.Originality/valueThis study contributes to the existing literature on online shopping in Pakistan by exploring the factors influencing consumer behaviour in this context. The findings add to the academic understanding of consumer behaviour and provide valuable insights for e-commerce businesses in Pakistan.

Beyond Convenience: Understanding E-Service Quality Role In Fostering E-Customer Satisfaction And Loyalty

“…As (Cheng et al, 2024) defined, e-customer loyalty hinges on fostering a sense of comfort and familiarity that drives repeat visits and transactions. (Ashiq & Hussain, 2023) defined e-Customer loyalty as a favorable attitude towards the online platform. By focusing on critical indicators like website preference, trust, and positive user experience, as identified by (Bray, 2024), businesses can cultivate a loyal online community that thrives on convenience, positive interactions, and a sense of belonging.…”

“…This attribute can only be assessed post-payment. Order fulfilment serves as a determinant of eservice quality (Ashiq & Hussain, 2023). According to Rita et al (2019), post-payment dissatisfaction is more likely to occur in online shopping than in offline shopping, as customers can only inspect products directly after purchasing.…”

“…Loyal customers become repeat buyers, optimistic word-of-mouth advocates, and less susceptible to competitor enticements (Collins & Mostert, 2021). E-service quality, encompassing website design, customer service, secure transactions, and reliable fulfilment, fosters customer satisfaction (Ashiq & Hussain, 2023). Studies consistently demonstrate a positive correlation between these factors (Y. P. Chang & Li, 2022), highlighting the importance of providing a seamless and satisfying online shopping experience.…”