Investigating the effect of e-service quality on customer loyalty within the online marketplace during the covid-19 pandemic

Abstract

This study examines the effect of the quality of e-services provided by e-commerce on customer satisfaction and loyalty during the COVID-19 pandemic. This study used a quantitative approach to involve 118 respondents who traded in online markets. The sampling method used is purposive sam-pling. The data were analyzed using a structural equation model using the partial least squares tech-nique. Research results indicate that out of the five hypothetical relationships raised by the re-searcher, one relationship related to remuneration was found to lack a statistically significant positive effect. Besides that, the remaining four hypothetical relationships, including efficiency, confi-dentiality, accountability, and customer satisfaction, demonstrated positive and statistically signifi-cant. The implication of this study highlights the need to cultivate and improve the quality of e-services in the online market, especially in the context of the COVID-19 pandemic. In this way, businesses can provide consumers with a rich shopping experience, enhancing customer satisfaction and laying the foundation for long-term customer loyalty.