The Effect of E-Service Quality, E-Customer Satisfaction, and E-Customer Trust on E-Customer Loyalty in Telecommunication Sector of Pakistan

This study seeks on the way to identify the effects of e-service quality on e-customer loyalty via e-customer satisfaction and e-customer trust in Pakistan's Telecommunication sector. This study aims to discover the relations among e-service quality, e-customer satisfaction, and e-customer trust, all of which play an important role in attaining e-Customer Loyalty. “Reciprocity theory” is used for giving theoretical support to the conceptual framework. The research was done by first collecting data through an online inspection by using Google Form. A total of 500 forms were forwarded to the students of different colleges and universities from different parts of Punjab, Pakistan. Total 312 complete responses were collected back. For analysis SPSS-20 and AMOS23 were used as statistical tools. According to the research findings, e-customer satisfaction and e-customer trust are intermediaries between e-service quality and e-customer loyalty and are connected to the e-service quality of Pakistan's telecommunication service sector. According to the findings, firms should advance the quality of their services in a direction to attain e-customer satisfaction, trust, and loyalty. The investigation approach is ideal for firms in Pakistan's mobile telecommunications service sector, as evidenced by the considerable relationships between the variables. Future work should encompass a diversity of product segments and/or different businesses on the way to ensure that the dimension works equally well across a number of product categories and/or sectors. The dimension may need to be changed in further industries. Changed approaches, such as focus clusters and meetings, could be used in upcoming studies.