Customer Satisfaction and Brand Loyalty in Online Shopping Platform: An Analysis of Service Quality’s Role in Cantilan, Surigao del Sur

This study investigated the influence of service quality on customer satisfaction and brand loyalty within online shopping platforms, focusing on the two urban barangays of Cantilan, Surigao del Sur. Employing a descriptive-correlational research design, data were gathered from a survey of 184 online shoppers. The results indicated a high level of general satisfaction with the services received (mean score of 4.18 out of 5), and a significant majority of users (95%) expressed willingness to recommend the platforms they used. Delivery speed and reliability were identified as the strongest drivers of customer satisfaction. However, the analysis revealed only a weak correlation between customer satisfaction and brand loyalty, suggesting that loyalty is likely influenced by a broader set of factors such as trust, competitive pricing, or established customer relationships. The findings strongly suggest that online sellers should prioritize enhancing logistical reliability and overall service quality to foster customer satisfaction.