PurposeThis study aims to identify the impact of drivers of citizens' e-loyalty on e-government services. This study focused on the impact of e-service quality (e-SQ) on e-loyalty, mediated by e-trust. In addition, the study examined the moderating role of system anxiety.Design/methodology/approachTo accomplish the study's objectives, a self-administered questionnaire was created to collect data, and the sample size was chosen to align with the requirements of the structural equation modeling (SEM) approach. Out of the distributed questionnaires, 532 were deemed valid and suitable for analysis in this research. Data screening was performed, and no questionnaires were excluded from the analysis.FindingsThe study findings underscore the significance of enhancing e-SQ for improved trust, satisfaction and engagement in e-government initiatives. Decision-makers should prioritize streamlined processes, user-friendly interfaces and responsive support. Crucial elements for fostering trust include transparency, accountability and data security. Personalized services, citizen engagement and continuous feedback evaluation contribute to citizen satisfaction and loyalty. Addressing system anxiety is vital through clear instructions and accessible support. Implementation of these recommendations is expected to lead to successful e-government initiatives and increased e-service adoption. The study highlights the importance of maintaining high e-SQ standards, trust-building measures and adopting a holistic approach for sustained positive user experiences in government e-services.Research limitations/implicationsThis study found a significant positive influence of e-SQ on e-loyalty showing a strong positive correlation between e-SQ, e-loyalty and e-service. Statistical analysis reported a significant positive mediating role of e-trust in the relationship between e-SQ and e-loyalty. Moreover, system anxiety exhibited a strong significant negative moderating role on the relationship between e-SQ and e-trust.Practical implicationsPractical implications of the study emphasize the importance of improving e-SQ, enhancing transparency, strengthening security measures, adopting user-centric design principles and continuously evaluating and improving e-services. By implementing these recommendations, decision-makers can foster trust, satisfaction and improve engagement and adoption of e-government initiatives in the Jordanian context as a developing country.Originality/valueThe study explores the factors influencing citizens' loyalty to e-government services in Jordan, acknowledging the unique challenges faced by the country as a developing nation. It focuses on understanding these factors within the Jordanian context, where e-government initiatives are increasingly implemented to enhance public services and governance. The research investigates the mediating role of e-trust and the moderating effect of system anxiety, providing valuable insights into the drivers of citizens' loyalty.
