THE IMPACT OF E-SERVICE QUALITY ON E-LOYALTY THROUGH THE MEDIATING EFFECTS OF E-SATISFACTION AND E-TRUST IN LEBANON

Abstract

Purpose: This study seeks to explore the relationships between e-service quality, e-satisfaction, e-trust, and e-loyalty within the context of Lebanon's digital landscape. By investigating the mediating effects of e-satisfaction and e-trust, the research aims to provide nuanced insights into the intricate dynamics shaping e-loyalty in the Lebanese online environment. The findings are anticipated to contribute valuable knowledge for businesses and policymakers seeking to enhance electronic service offerings and foster customer loyalty in the digital realm. Design/methodology/data analysis: In this comprehensive quantitative study, a validated questionnaire was deployed to survey Lebanon's diverse online shopper demographic. The participation of 2378 individuals from varied backgrounds added depth and representativeness to the data. The analytical phase employed T-test, ANOVA, and Structural Equation Modeling (SEM) techniques, leveraging SPSS software for robust statistical analysis and interpretation. This methodological approach ensures a thorough examination of the dynamics influencing online shopping behavior in the Lebanese context. Findings: Highlighting critical insights for E-commerce and e-retail, this study emphasizes the pivotal role of website efficiency and information quality. The findings underscore that a streamlined website contributes significantly to fostering customer trust, satisfaction, and loyalty. These essential factors identified in the study illuminate the pathway for businesses to enhance their online platforms, ultimately strengthening the bonds with customers and cultivating sustained loyalty in the digital realm. Originality/value: This study is important because the pandemic and lockdowns have changed consumer purchasing behaviour. Customers are more critical of e-commerce platforms and more comfortable using multiple devices to access online stores and apps as they shop more online. Practical implications: This study is timely and relevant for businesses trying to stay competitive in the changing e-commerce landscape due to consumer behaviour changes.