Optimizing E-Service Quality and User Experience to Enhance Customer Loyalty via Satisfaction

In the competitive landscape of e-commerce, understanding the determinants of customer loyalty is crucial for sustained success. This study examines the impact of Electronic Service Quality (E-Service Quality) and Electronic User Experience (E-User Experience) on Electronic Customer Satisfaction (E-Customer Satisfaction) and its subsequent effect on Electronic Customer Loyalty (E-Customer Loyalty) on the Tokopedia platform. Data were collected from Tokopedia users through a survey and analyzed using SmartPLS 4.0 software. The primary objective is to assess how E-Service Quality and E-User Experience contribute to E-Customer Satisfaction and, in turn, how this satisfaction influences customer loyalty. The findings indicate that E-Service Quality and E-User Experience significantly and positively impact E-Customer Satisfaction. Furthermore, E-Customer Satisfaction mediates the effects of E-Service Quality and E-User Experience on E-Customer Loyalty. The results underscore the importance of enhancing service quality and user experience to boost customer satisfaction and loyalty on e-commerce platforms. However, a gap still needs to be explored in exploring the long-term effects of these factors on customer retention, suggesting a need for further longitudinal studies to fully understand the dynamics of customer loyalty in the e-commerce industry.