Abstract
The study's objectives were to investigate the nexus of service quality and innovation in developing customer loyalty, with customer commitment and satisfaction as mediating. To address this issue, a quantitative investigation was carried out by a researcher in Pakistan. The primary study material was assembled through a survey questionnaire, with a sample population of approximately 369 individuals, which included Pakistani citizens who made online purchases. SEM (Hypotheses testing) showed a strong positive correlation between the variables service quality, service innovation, market orientation, customer commitment, customer satisfaction and customer loyalty. Limitations and future implications, as well as practical and theoretical implications, are discussed at the end of this paper.
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