Year: 2025
Type: article
Study design: Observational Study
Abstract: The objective of this study is to examine the mediating role of customer satisfaction between product quality, brand image, and online shopping experience in influencing customer loyalty in e-commerce sector. Primary data was collected from 383 online consumers during the first quarter of 2024. A cross-sectional survey was conducted using a structured questionnaire. Structural Equation Modeling-Partial Least Squares (SEM-PLS) was employed to test the hypothesized direct and mediation effects. Results reveal that product quality and online shopping experience significantly influence customer satisfaction (? = 0.99 and ? = 0.92, respectively), while brand image has an indirect effect. Customer satisfaction, strongly predicts customer loyalty (? = 0.98), as strong predictor in mediation. The structural model predicts the overall 71.7% of the variance in Customer loyalty. This research integrates theoretical models of ECT, SERVQUAL, and ELM to highlight the dominant role of digital experience and satisfaction on product features in shaping e-loyalty behavior. The finding indicates that product quality and online shopping experience have great impact on consumer loyalty, while brand image does not influence consumer loyalty directly.
Authors: Syed Hasnain Alam, Sohaib Uz Zaman, Asif Mehmood Rajput
Institution: University of Karachi
Language: English
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4409455999