Citation:

Bima Triatmojo, Sefnedi, Reni Yuliviona. "Exploring the Relationship between E-Service Quality and E-Promotion on E-Customer Loyalty: The Mediating Role of E-Customer Satisfaction" International Research Journal of Economics and Management Studies, Vol. 4, No. 1, pp. 16-26, 2025.

Abstract:

E-customer loyalty has received great attention from both academics and practitioners. However, the factors that can explain e-customer loyalty still need to be conclusive. This research investigates the role of e-customer satisfaction as a mediator between e-service quality, e-promotion, and e-customer loyalty. The population in this study was all customers in PLN UP3 Bukit Tinggi, West Sumatera, Indonesia, who installed PLN Mobile and made PLN Mobile transactions at least 2 times. Purposive sampling was used to gather the study’s entire research sample, which consisted of 135 respondents. The Structural Equation Model (SEM) using Smart-PLS version 3.2.9 was the data analysis tool utilized. According to the study’s findings, e-customer loyalty and satisfaction are strongly impacted by the quality of e-services. E-promotion only significantly affected e-customer satisfaction and did not significantly affect e-customer loyalty. E-customer satisfaction also has a significant effect on customer loyalty. Furthermore, e-customer satisfaction mediated the relationship between e-service quality, e-promotion, and e-customer loyalty.

References:

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Keywords:

E-Service Quality, E-Promotion, E-Customer Satisfaction; E-Customer Loyalty, New PLN Mobile Application.