Citation

Nun, Shwu Huey and Moganadas, Sharmila Rani and Goh, Mei Ling (2025) The Path to E-Loyalty: Examining the Effects of E-Service Quality and Customer Value on E-Satisfaction Among Malaysian University Students. Journal of Logistics, Informatics and Service Science, 12 (4). pp. 1-17. ISSN 2409-2665

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Abstract

The purpose of this study was to examine factors influencing e-loyalty among university students in Malaysia's online shopping context. We investigated how e-service quality affects e-loyalty through the mediating roles of online customer value and e-satisfaction. Data were collected from 104 university students using convenience sampling. Structural equation modeling revealed that e-service quality positively influenced both online customer value (β=0.615) and e-satisfaction (β=0.299). Online customer value significantly affected e-satisfaction (β=0.529), which in turn strongly predicted e-loyalty (β=0.561). Online customer value is the mediator between e-service quality and e-satisfaction, whereas e-satisfaction is the mediator between online customer value and e-loyalty and also between e-service quality and e-loyalty. All hypothesized relationships were supported, confirming that high-quality online services generate customer value and satisfaction, ultimately fostering loyalty among university students. These findings provide practical insights for e-retailers seeking to build lasting relationships with the university student market segment. The study's limitations include its cross-sectional design and relatively small sample size, suggesting opportunities for future research using larger, more diverse samples and longitudinal approaches.

Item Type:	Article
Uncontrolled Keywords:	Online Customer Values, Online shopping
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5546-5548.6 Office management > HF5548.32-.34 Electronic commerce
Divisions:	Faculty of Business (FOB)
Depositing User:	Ms Rosnani Abd Wahab
Date Deposited:	27 Aug 2025 06:55
Last Modified:	04 Sep 2025 21:14
URII:	http://shdl.mmu.edu.my/id/eprint/14492

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