Online Shopping Loyalty: The Role of Quality, Trust, Value, and Satisfaction

Despite the enormous online business, a limited study has been conducted to examine online shopping loyalty. Thus, how customers develop their online shopping loyalty is not much understood. This paper scrutinizes the consequences of electronic service quality, customer value, customer trust, and customer satisfaction on customer online loyalty behavior. Using 250 data collected from Bandung, Indonesia, the results reveal that all of the loyalty determinants are important factor in affecting customer online shopping loyalty. However, the influence of perceived e-service quality on customer loyalty toward online shopping tends to indirect via strengthening customer trust toward retailer, customer perceived value, and customer satisfaction with the online shopping. The finding of this study offers evidence on online shopping loyalty and useful to help managers of online shopping business to develop a strategy to create their customers to be loyal customers.