E-Service Quality and Customer Satisfaction as Dominant Predictors of User Loyalty on Digital Platforms

In the competitive landscape of the digital economy, understanding the determinants of user retention is critical for the sustained success of online service platforms. This study aims to empirically investigate the influence of e-service quality and customer satisfaction as primary predictors of user loyalty in the digital food delivery sector. A quantitative methodology was employed, utilizing data collected from 400 active consumers of the ShopeeFood platform through a proportionate stratified random sampling technique. The relationships were analyzed using a multiple linear regression model to assess the predictive strength of the independent variables. The results demonstrate that both e-service quality (β = 0.585; t = 25.515; p < 0.001) and customer satisfaction (β = 0.654; t = 28.482; p < 0.001) have a significant and positive impact on user loyalty. Notably, customer satisfaction emerged as the more dominant predictor. The regression model exhibited strong explanatory power, accounting for 78.9% of the variance in user loyalty (Adjusted R<sup xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink">2</sup> = 0.789). These findings underscore that while technical service excellence is fundamental, ensuring a high degree of user satisfaction is paramount for fostering loyalty. The study provides a strategic directive for platform managers, highlighting that a dual focus on optimizing both service functionality and the overall user experience is essential for enhancing user retention in highly competitive digital marketplaces.