Investigating the effect of e-service quality on customer loyalty within the online marketplace during the covid-19 pandemic

This study examines the effect of the quality of e-services provided by e-commerce on customer satisfaction and loyalty during the COVID-19 pandemic. This study used a quantitative approach to involve 118 respondents who traded in online markets. The sampling method used is purposive sampling. The data were analyzed using a structural equation model using the partial least squares technique. Research results indicate that out of the five hypothetical relationships raised by the researcher, one relationship related to remuneration was found to lack a statistically significant positive effect. Besides that, the remaining four hypothetical relationships, including efficiency, confidentiality, accountability, and customer satisfaction, demonstrated positive and statistically significant. The implication of this study highlights the need to cultivate and improve the quality of e-services in the online market, especially in the context of the COVID-19 pandemic. In this way, businesses can provide consumers with a rich shopping experience, enhancing customer satisfaction and laying the foundation for long-term customer loyalty.