The Impact of E-Service Quality on E-Loyalty: In the case of Online Shopping Mobile Applications in Malaysia

In recent decades, advancements in technology and mobile internet have greatly improved the effectiveness of mobile applications as retail channels and shopping platforms. The pandemic, along with better internet access and improved facilities, has elevated the online shopping landscape. This study emphasizes the critical role of e-service quality in fostering e-loyalty among users of mobile applications for online shopping. It is crucial because it addresses the increasing reliance on mobile apps for online shopping in Malaysia, highlighting the importance for retailers to understand the factors that enhance customer loyalty. Unlike most studies that focus on online shopping websites, this research specifically targets mobile shopping applications. It provides valuable insights for current and future online retailers on how to enhance e-service quality in mobile apps, which is essential for their development, strategy, and management. By offering a better customer experience through mobile shopping apps, retailers can more easily attract and retain customers in the future. The data used in the analysis comes from a sample of 151 participants, and descriptive and multiple regression analyses were conducted. The impact of six independent variables - efficiency, privacy, fulfillment, responsiveness, contact, and application design - on consumer loyalty was tested, and the results show that three hypotheses were accepted while the other three were rejected. Some limitations have been identified, and recommendations for future studies have been provided. Based on the findings, it is suggested that future research should explore other factors that influence e-loyalty, such as cultural and generational differences, to provide a comprehensive understanding of consumer behavior in the context of mobile applications for online shopping.