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The influence of e-service quality, trust, brand image on Shopee customer satisfaction and loyalty

Author

Listed:
  • Dola Fitritha Raras Handayani
  • Retno Widowati PA
  • Nuryakin Nuryakin

Abstract

Purpose: This research's main objective is to determine the relationship among e-service quality, trust, and brand image to customer loyalty. Customer satisfaction was a mediator which focused on Shopee customers in Yogyakarta.Design/methodology/approach: The research respondents consisted of 245 customers. The reliability and validity tests were conducted. The collected data were analyzed using the SEM AMOS method.Findings: The research results showed that: 1) e-service quality had a positive and significant influence on customer loyalty; 2) trust had a positive and significant influence on customer loyalty; 3) brand image had a positive and significant influence on customer satisfaction; 4) e-service quality had a positive and significant influence on customer loyalty; 5) customer trust had a positive and significant influence on customer loyalty; 6) brand image had a positive and significant influence on customer loyalty; 7) customer satisfaction had a positive and significant influence on customer loyalty; 8) e-service quality had a direct influence on customer loyalty without customer satisfaction as a mediator; 9) trust had a direct influence on customer loyalty without customer satisfaction as a mediator; 10) brand image had a direct influence on customer loyalty without customer satisfaction as a mediator.Research limitation/implications: The research sample was Shopee customers in the Special Region of Yogyakarta. There had not been an analysis of other factors that influence customer satisfaction and loyalty, such as social risk and time risk. Practical implications: Future research should expand the research sample to Shopee customers outside of Yogyakarta Special Region. For further research, it is recommended to modify the proposed model so that the goodness of fit criteria obtained will be fulfilled by the good criteria.Originality/value: In the context of customer satisfaction and loyalty, this research had offered an empirical research model on the relationship among e-service quality, trust, brand image, customer satisfaction and customer loyalty on Shopee customers outside of Yogyakarta Special Region. The use of satisfaction had mediating influence of e-service quality, trust, brand image on customer loyalty.

Suggested Citation

  • Dola Fitritha Raras Handayani & Retno Widowati PA & Nuryakin Nuryakin, 2021. "The influence of e-service quality, trust, brand image on Shopee customer satisfaction and loyalty," Jurnal Siasat Bisnis, Management Development Centre (MDC) Department of Management, Faculty of Business and Economics Universitas Islam Indonesia, vol. 25(2), pages 119-130.
    • Handle: RePEc:uii:jsbuii:v:25:y:2021:i:2:p:119-130:id:18357
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    Cited by:

    1. Sanjoy Kumar Roy & Amena Khatun, 2024. "Influencing factors for ready-to-cook food purchase intentions: a two-stage approach," SN Business & Economics, Springer, vol. 4(1), pages 1-31, January.
    2. Yung-Tsan Jou & Charmine Sheena Saflor & Klint Allen Mariñas & Hannah Maureen Manzano & John Mark Uminga & Nicole Angela Verde & Ginber Dela Fuente, 2024. "An Integrated Multi-Criteria Decision Analysis and Structural Equation Modeling Application for the Attributes Influencing the Customer’s Satisfaction and Trust in E-Commerce Applications," Sustainability, MDPI, vol. 16(5), pages 1-21, February.

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