Influence of Electronic Service Quality on Relationship Quality, Customer Engagement and Loyalty: Evidence of Ornamental Plants Online Businesses in Thailand

This research investigates the influence of electronic service quality on relationship quality, customer engagement and loyalty of online ornamental plant businesses in Thailand. This quantitative research used online questionnaires to collect data from 312 samples of online ornamental plant buyers. Descriptive statistics were used to evaluate the data initially, followed by the confirmatory factor analysis. Lastly, structural equation modeling was done. The findings show that the electronic service quality directly improves relationship quality, indirectly improves customer loyalty, and directly and indirectly improves customer engagement. Additionally, customer loyalty directly benefits from customer engagement. Furthermore, the relationship quality has a favorable direct impact on customer engagement and favorable indirect impact on customer loyalty.