The Path to E-Loyalty: Examining the Effects of E-Service Quality and Customer Value on E-Satisfaction Among Malaysian University Students

The purpose of this study was to examine factors influencing e-loyalty among university students in Malaysia's online shopping context.We investigated how e-service quality affects e-loyalty through the mediating roles of online customer value and esatisfaction.Data were collected from 104 university students using convenience sampling.Structural equation modeling revealed that e-service quality positively influenced both online customer value (=0.615) and e-satisfaction (=0.299).Online customer value significantly affected e-satisfaction (=0.529), which in turn strongly predicted e-loyalty (=0.561).Online customer value is the mediator between e-service quality and e-satisfaction, whereas esatisfaction is the mediator between online customer value and e-loyalty and also between eservice quality and e-loyalty.All hypothesized relationships were supported, confirming that high-quality online services generate customer value and satisfaction, ultimately fostering loyalty among university students.These findings provide practical insights for e-retailers seeking to build lasting relationships with the university student market segment.The study's limitations include its cross-sectional design and relatively small sample size, suggesting opportunities for future research using larger, more diverse samples and longitudinal approaches.