Mechanisms of building customer loyalty: Mediation of customer satisfaction with online retailing in South Africa
Year: 2025
Type: article
Abstract: Understanding the significance of information quality, perceived ease of use, privacy, and security in increasing satisfaction and building customer loyalty is valuable for online retailers. This study examines how customer satisfaction mediates the impact of these factors on customer loyalty amidst the moderation of gender, age, monthly spending, and relationship length. A quantitative analysis used a non-probability judgement sample technique to recruit 700 online consumers in South Africa. An online survey returned 601 completed self-administered questionnaires. This data was tabulated into Amos 28 to test the structural equation modeling. Perceived ease of use, security, privacy, and information quality were found to have a significant positive influence on customer satisfaction. Customer satisfaction, privacy, and security positively determine e-loyalty. The correlations between privacy, perceived security, and customer loyalty were mediated by customer satisfaction. Gender, age, monthly spending, and relationship length moderated these effects. Implications on how this strategy can empower the daily practices of online retailers in developing customer loyalty will be explained.
Author: Thabang Excellent Mofokeng
Institution: University of Johannesburg
Language: English
Domain: Social Sciences
Open Access status: gold
Estimated APC paid: $1,790
OpenAlex ID: W7091303401