Analyzing The Effect Of Customer Satisfaction, Service Quality, And Brand Image On Customer Loyalty In E-Commerce Platforms
DOI:
https://doi.org/10.59971/meta-journal.v3i2.395Keywords:
Customer satisfaction, Service quality, Brand Image, Customer Loyalty, e-Commerce, Quantitative ResearchAbstract
This study aims to analyze the effects of customer satisfaction, service quality, and brand image on customer loyalty within e-commerce platforms. by employing a quantitative research approach and surveying active users of major e-commerce platforms, the study finds that customer satisfaction, service quality, and brand image all have significant direct impacts on customer loyalty, with brand image demonstrating the strongest influence. The findings have important implications for e-commerce managers seeking to enhance competitive advantage through loyalty management.
Downloads
References
Statista. (2025). E-commerce worldwide—statistics & facts. Retrieved from https://www.statista.com/topics/871/online-shopping/
Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63, 33-44. https://doi.org/10.2307/1252099
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
Kim, M.-K., Park, M.-C., & Jeong, D.-H. (2004). The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services. Telecommunications Policy, 28(2), 145-159.
Anderson, E. W., & Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12(2), 125-143.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.
Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2002). Service quality delivery through web sites: A critical review of extant knowledge. Journal of the Academy of Marketing Science, 30(4), 362-375.
Al-dweeri, R. M., Obeidat, Z. M., & Al-dwery, M. M. (2019). Measuring the impact of service quality on customer loyalty in e-commerce: A structural equation modeling approach. Journal of Internet Commerce, 18(3), 212-233.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
Wang, Y., & Tsai, C.-F. (2014). The relationship between brand image and customer loyalty in e-commerce: A mediator of customer satisfaction. International Journal of Business and Economics, 13(1), 35-44.
Dick, A. S., & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22, 99-113.
Caruana, A. (2002). Service loyalty: The effects of service quality and the mediating role of customer satisfaction. European Journal of Marketing, 36(7/8), 811-828.
Eid, R., & El-Gohary, H. (2013). The impact of E-marketing use on small business enterprises' marketing success. The Service Industries Journal, 33(1), 31-50.
