IIARD International Institute of Academic Research and Development

IIARD International Journal of Economics and Business Management (IJEBM )

E-ISSN 2489-0065
P-ISSN 2695-186X
VOL. 10 NO. 11 2024
DOI: 10.56201/ijebm.v10.no11.2024.pg208.220

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Studying The Impact Of Online Service Quality On Customer Loyalty And Satisfaction

Nho Cuong Tran and Trong Quynh Dao

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Abstract

As the online market has grown rapidly over the years, online marketing activities have attracted much attention. Many companies have created customer loyalty by improving the quality of online services, but these effects need to be further examined. The authors propose a research model consisting of eight factors: information quality, product quality, product price, website quality, delivery method, system responsiveness, customer service, and satisfaction. The research sample was collected through an online survey of all customers who visited a website specializing in providing local specialty agricultural products. After eliminating invalid ballots, 720 qualified ballots were collected. The study used the structural equation modeling (SEM) method to measure the impact of factors on customer satisfaction and loyalty. Results: Information quality, product quality, web quality, product price, system responsiveness, delivery, and customer service have statistically significant positive impacts on customer satisfaction. The study suggests that e-commerce businesses need to invest in improving the quality of online services to increase customer satisfaction and loyalty, helping to develop a sustainable business.

keywords:

satisfaction, loyalty, local agricultural products, quality, price, service.

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