Abstract
In this intense competitive era, businesses surrounded with different internal and external factors are striving to improve their distribution strategy. This study investigates the effects of dimensions of e-channel quality and product values on e-customer satisfaction, leading to e-customer loyalty in an economy where e-commerce is still in evolving phase. E-channel quality served as a higher order factor which includes: perceived ease of use (EOU), perceived usefulness (PU), convenience (CON), entertainment (ENT), selection (SEL) and return-ability (RTN); whereas product values served as a higher order factor for product quality (PQ) and price consciousness (PC). Data was collected from 224 university students and PLS-SEM was applied. The results revealed that quality attributes of e-channel and product values have significant impact on e-customer satisfaction which leads to e-customer loyalty. Based on the findings, the results are discussed and directions for future research are also provided.
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