|
Abstract
This paper investigates the mediating role of e-trust in the relationship between e-service quality and eloyalty in e-commerce companies. The research method uses non-probability sampling techniques
specifically snowball sampling techniques. Likewise, data collection was carried out through an adopted
questionnaire that featured a Seven-point Likert scale using a targeting 384 customers in e-commerce
Companies. Analysis of research data was done using Structural Equation Model (SEM) with SmartPLS 4
version and SPSS software. Ease of Use and Reliability are key factors in E-Service Quality, shaping
customer perceptions in e-commerce. E-Trust significantly mediates the link between E-Service Quality
and E-Customer Loyalty, emphasizing trust's role in customer retention. However, Responsiveness and
Security do not directly impact E-Service Quality, indicating that customers prioritize seamless interactions
and reliability over immediate responses and security concerns. Additionally, E-Service Quality alone does
not drive E-Loyalty, highlighting the need for trust in fostering long-term customer relationships.
Enhancing Ease of Use and Reliability improves E-Service Quality and user experience. Since E-Service
Quality does not directly influence E-Loyalty, businesses should prioritize building trust through
transparent policies and secure transactions. These insights help e-commerce platforms refine service
strategies to boost usability, reliability, and trust for better customer engagement and retention.
Key words: E-service quality, E-loyalty, E-trust, E-commerce and SERVQUAL.