Development of E-Loyalty Through the Impact Of E-Service Quality Dimensions in Pakistani E-Commerce Industry: A Post-Covid Analysis”

Abstract

The purpose of this study is to assess electronic service quality (E-SQ) and its quality attributes in Pakistani e-commerce using a scale adopted from Khan et al., (2020). Moreover, the study also establishes a relationship between electronic service quality (E-SQ), electronic satisfaction (E-S), and electronic loyalty (E-L). Theory The study focuses on theories based on the SERVQUAL Model of E-SQ attributes defining service quality the degree to which a service meets customers’ expectations and its impact on electronic consumer satisfaction and loyalty. Methodology The research is quantitative with data collected and analyzed from 201 respondents using convenience sampling and the analysis and tests were run in SPSS. Findings The findings of the study indicate that all the latent theories are proven significant implying that E-SQ (independent variable), and E-S (mediator) positively influence E-L (dependent variable). Originality/Value The growing usage of the internet is influencing all aspects of life, and these new e-commerce trends have drastically transformed how people shop, moving away from brick-and-mortar establishments and toward online retailers. The study examines e-commerce and concentrates on E-SQ and its effects on E-S and E-L in the setting of a developing country, like Pakistan, identifying the important dimensions and qualities.