The Roles of E-Service Quality, E-Trust, and E-Satisfaction on Online Retail Loyalty

Abstract

The concept of customer loyalty is complex and difficult to define, as it encompasses a number of interactions
with other variables. In addition, creating customer loyalty in the online business setting is more problematic than
in the offline business. Several studies have examined a number of antecedent variables of customer loyalty, but
how online retail business makes their customer stay loyal is not much understood. The objectives of this study
are to identify the roles of service quality, customer trust and customer satisfaction on customer loyalty in an
online retail setting. Using 480 online retail customers in Bandung as respondents, this study reveals that all of
the antecedent variables on customer loyalty have positive and significant relationships toward customer loyalty
in retail online. In addition, there is a positive and significant interrelationship between customer satisfaction and
customer trust. However, service quality has the largest effect on customer trust, and customer trust has a higher
value than customer satisfaction as mediation variable between service quality and customer loyalty. The findings
of this study are of benefit for online retail business in determining the best strategy to achieve customer loyalty.