Antecedents of E-Loyalty as Research for the Quick Commerce Industry

Abstract

Background: Quick Commerce is currently the third generation business model after conventional stores and e-commerce, currently very attractive and huge market potential. Aim: The purpose of this study is to analyze the impact of E-Service quality on customer satisfaction and E-Loyalty of q-commerce customers in Indonesia. Method: The study was designed cross-sectionally using a well-structured questionnaire so that holistic information could be obtained on 341 q-commerce customers in Indonesia who often use the platform in fulfilling their daily needs. The research instrument is validated, then the collected data is analyzed using Smart Partial Least Square (PLS) for hypothesis testing. Findings: The results revealed a statistically significant positive relationship between service quality and its dimensions (safety, reliability, convenience, responsiveness), customer loyalty, and customer satisfaction. This research contributes to the study of online shopping on q-commerce platforms and provides advice over possible factors that may influence E-Service quality decisions.