Service Quality's Influence on Loyalty in E-Commerce

This study investigated the influence of the overall service quality of e-commerce portals on customer satisfaction and the intention to revisit the website. The study was conducted with 183 respondents from Thanjavur District, India. The data were collected using the convenience sampling technique, and the collected data were analyzed using multiple regression. The study found that overall service quality has a significant positive impact on customer satisfaction, which in turn has a significant positive influence on the intention to revisit the website. The findings of this study have implications for e-commerce businesses, which should focus on improving the overall service quality of their portals to increase customer satisfaction and intention to revisit. The regression analysis demonstrates a moderately strong positive linear relationship, explaining about 52.5% of the variance in the e-commerce service quality. overall service quality that significantly influences customer satisfaction in e-commerce is validated. The regression model exhibits a strong correlation, with CS explaining approximately 51.3% of the variability in customer satisfaction. Lastly, customer satisfaction positively impacts the intention to revisit e-commerce platforms. The regression model reveals a strong correlation between service quality (CS) and customer satisfaction (RI), explaining 51.9% of customer satisfaction variability, emphasizing their significance in e-commerce