Drivers of E-Loyalty in E-Recruitment: The Role of E-Service Quality, E-Satisfaction, and E-Trust in Jordan, an Emerging Market

This paper investigates drivers of e-loyalty in the B2B e-recruitment industry in Jordan, exploring the relationship between e-service quality, e-satisfaction, and e-trust, and the effect of e-satisfaction and e-trust on e-loyalty. An online survey was administered to 400 active business customers listed in an e-recruitment firm in Jordan, of which 139 forms were used. Confirmatory factor analysis was used to assess the research constructs' validity. Structural path analysis was used to test the hypothesized relationships of the proposed research model. The findings show that e-service quality has a positive significant effect on e-satisfaction and e-trust. E-service quality exerted a stronger effect on e-satisfaction than on e-trust. E-satisfaction has a positive significant effect on e-trust and e-loyalty, respectively. Finally, 74% of the variation in e-loyalty was caused by e-trust and e-satisfaction path. Managers in the B2B environments should develop customized marketing campaigns that enhance e-trust in their websites, leading to improved customer loyalty.