e-Fulfilment Affecting e-Loyalty Mediated by e-Satisfaction and e-Trust in Digital Landscape

Abstract

In the digital age, e-fulfilment significantly influences e-loyalty in e-commerce. This study investigates the impact of e-fulfilment, including order accuracy, delivery timeliness, and inventory availability, on e-loyalty among e-commerce users in Malaysia. Using data from 785 respondents, Partial Least Squares Structural Equation Modelling (PLS-SEM) was employed to examine the relationships between e-fulfilment, e-trust, e-satisfaction, and e-loyalty. The findings reveal that e-fulfilment has a direct positive effect on e-loyalty. Additionally, e-trust and e-satisfaction significantly mediate the relationship between e-fulfilment and e-loyalty, underscoring their crucial roles in driving customer loyalty. In the ecommerce setting, the results illustrate the vital contribution of reliable and efficient fulfilment processes in fostering long-term loyalty through customer satisfaction and trust. E-commerce businesses must optimise their e-fulfilment strategies to increase satisfaction and trust in maintaining a competitive edge in the digital marketplace.