The Mediating Role of E-Satisfaction on the Effect of E-Service Quality Dimensions on E-Loyalty: A Lesson from Bukalapak.Com Indonesia

This study examines the role of electronic satisfaction mediation on the effect of electronic service quality dimensions on electronic customer loyalty. Bukalapak.com was ranked ninth of the most popular sites accessed from Indonesia. Bukalapak.com is aggressively promoting and improving the quality of its services. However, the dimensions of electronic services quality that affect the behavior of its customers are still unclear. Research focusing on the effects of the dimensions of electronic service quality mediated by electronic satisfaction is still scarce. Therefore, we offer new insights on how the latest types of interactions must be maintained. We applied Structural Equation Modelling for hypothesis testing. This study found evidence that three dimensions of electronic service quality (privacy, web design, and compensation) have been shown to influence electronic loyalty which is mediated by electronic satisfaction. This influence is positive and pure mediation. The theoretical implication of this research is the need to prioritize a human aspect to an e-marketplace context. Even though these implications need to be tested in a broader context of population, the practical implications of this research are important incentives for e-marketplace sites such as bukalapak.com, tokopedia.com, lazada.com, etc., to pay attention to human aspects of their services to gain customer satisfaction and loyalty.