The influence of Shopee’s e-service quality towards customer loyalty

Abstract

The increase in online marketplaces requires online platforms to create solutions or form relationships with customers. Hence, the study examines the roles of electronic service (e-service) quality in Shopee towards customer loyalty. The study used a convenience sampling technique and collected data using questionnaires involving 248 final year students from Universiti Malaysia Kelantan (UMK), Pengkalan Chepa. The results showed a significant relationship between the independent variables, reliability and security of Shopee towards customer loyalty, respectively. Ultimately, the findings help the marketers develop e-service quality for customer engagement and customer loyalty. Consequently, business sustainability can be maintained.