Sustaining Online Fish Markets: Service Quality and Loyalty in Digital Seafood Markets

Purpose: The marketing of fresh fish through online platforms has experienced significant acceleration during the COVID-19 pandemic, particularly in Kerala, India, this study investigates how different dimensions of e-service quality influences loyalty intentions through perceived value and how demographic factors such as age income and purchase frequency shape these relationships in the context of perishable seafood products. Methodology: A survey was conducted among 504 online fish consumers in Kerala, and the data were analyzed using the structural equation modelling technique and bootstrapped mediation analysis. Reliability and validity of the fitted model was assessed using confirmatory factor analysis (CFA), and demographic influences were included as control variables. Findings: The results show that E-service quality significantly enhanced by perceived value and perceived value strongly predicted loyalty intention, while the direct effect of e-service quality on loyalty intention was not significant, indicating full mediation. Age positively influenced both perceived value and loyalty intention. income negatively influenced perceived value but positively affected loyalty intention, and purchase frequency showed a positive effect on loyalty. These results highlight perceived values as the critical link between service quality and loyalty. Practical Implications: The research provided profound insights to the online seafood retailers to sustain customer loyalty by focusing on improving e-service quality dimensions such as fulfillment, efficiency, system availability and privacy to enhance customers perceived value. Platforms should also segment marketing strategies by age, income profiles and encourage frequent purchases to strengthen habit driven loyalty. Originality: This study is among the first to integrate perceived value as a mediator between e-service quality and loyalty intention in the fish e-commerce sector. It extends existing e-service quality models by demonstrating that service quality drives loyalty indirectly via perceived value.