Impact of Online Service Quality Dimensions on Women's E-Loyalty: A Study on Gold E-Stores

Consumer loyalty in online shopping environments has become increasingly important as e-commerce grows in the digital age. This study examines women's online gold jewelry buying experiences in the context of e-satisfaction, e-loyalty, and online service dimensions. Our hypothesis is that e-satisfaction explains how service dimensions affect e-loyalty through its mediating effect. Using a diverse sample of 568 female participants who purchased gold jewelry online, we empirically tested our hypotheses. Our analysis of the data was rigorously conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings provide valuable insight into how factors influence women's e-loyalty. A first confirmation is that there exists full mediation, in which the level of e-satisfaction is the primary driver of e-loyalty. Critical service dimensions, such as reliability, data security, and web information, shape e-satisfaction. A complementary mediation is also revealed in our study. The multifaceted nature of consumer behavior in the online gold jewelry market is reflected in the direct impact of customer service and perceived usefulness on e-loyalty. As a result, it is crucial to optimize service dimensions and foster e-satisfaction to enhance e-loyalty. Using these insights, retailers and e-commerce platforms can cultivate lasting customer relationships and thrive in the competitive online jewelry market.