Beyond Convenience: Understanding E-Service Quality Role In Fostering E-Customer Satisfaction And Loyalty

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INTRODUCTION
The Internet has become ubiquitous in Indonesia, with over 70 per cent of the population utilising it for online shopping (Kusnandar, 2021).This rapid embrace of ecommerce is driven by its inherent advantages -convenience, more comprehensive selection, and competitive prices (Tran & Vu, 2019).This e-commerce juggernaut is Table 1 shows draws on insights from previous research, and this study explores how various factors contribute to a positive online experience for customers."WD" means Website Design, and "CS" means Customer Service.These variables, along with Security and Fulfilment (marked "SC" and "FU"), affect how people feel about the overall service (called "e-Service Quality" or "ESQ").This, in turn, affects how happy customers are ("e-Customer Satisfaction" or "ECS") and how likely they are to come back ("e-Customer Loyalty" or "ECL").A check mark means the variable is included in the study, and a dash "-" means it is not.
This study employs the means-end concept, focusing on e-service quality as the primary variable and its supporting variables, such as website design, fulfilment, security/privacy, and customer service.Additionally, the study incorporates the expectancy disconfirmation concept, linking e-service quality, e-customer satisfaction, and e-customer loyalty.Specifically, the Theory of Reasoned Action (TRA) investigates e-Customer trust.Thus, three core theories serve as the foundation and novelty of this research.
Although research on e-servqual has been conducted extensively, more studies are still needed to investigate the simultaneous relationships among e-service quality, e-customer trust, e-customer satisfaction, and e-customer loyalty.Moreover, the utilisation of the eservqual research model developed by (Blut, 2016) is limited due to its novelty and infrequent application.Despite the acknowledged significance of e-service quality and ecustomer loyalty in marketing literature, the development and empirical validation of a research model examining e-service quality's impact on e-customer loyalty still needs to be improved.The conventional e-servqual measurement concept is deemed inappropriate for application in digital platform contexts.Therefore, this research adopts the means-end chain theory and expectancy disconfirmation theory to elucidate and predict the influence of eservice quality on e-customer loyalty in the digital platform context.This study delves deeper into the relationship between e-service quality and e-customer loyalty by incorporating e-customer trust and e-customer satisfaction as mediators to address inconsistencies in research findings.Additionally, the study endeavours to implement all three relevant theories: the means-end chain theory, expectancy disconfirmation theory, and the Theory of Reasoned Action.The findings of this research can be utilised to enhance ecommerce by leveraging the concept of e-service quality.
The relationship between e-service quality, customer satisfaction, and loyalty is complex and nuanced, particularly in the rapidly evolving context of Indonesia's ecommerce landscape.By understanding these factors and their interconnectedness, ecommerce businesses can develop effective strategies to attract and retain customers, ultimately unlocking success in this dynamic and competitive digital marketplace (THET, 2022).

THEORETICAL REVIEW
Means-End-Chain Theory (Zeithaml, 1988) posits that consumer choices are driven by the perceived consequences of product attributes that ultimately relate to personal values.Customers evaluate product features based on their ability to fulfil desired outcomes and align with their core values (Olson & Reynolds, 1983).Marketers can leverage this theory to identify value-driving attributes, prioritise product development efforts, and tailor messaging to resonate with target customer values (Orsingher et al., 2011).
Expectancy Disconfirmation Theory (EDT) (Oliver, 1999;Van Ryzin, 2004) proposes that customer satisfaction stems from the comparison between perceived product/service performance and prior expectations (Lin et al., 2018).Meeting or exceeding expectations leads to satisfaction while falling short results in dissatisfaction.Businesses can utilise EDT to manage customer expectations effectively, monitor satisfaction levels through performance-expectation comparisons, and implement improvements to bridge gaps (Baek et al., 2017).
Theory of Reasoned Action (TRA) (Ajzen & Fishbein, 1975): TRA posits that attitudes, subjective norms, and intentions collectively influence individual behaviour.Positive attitudes towards behaviour and the belief that others approve of it (subjective norm) strengthen an individual's intention to perform that behaviour (Blue, 1995).TRA offers a valuable framework for understanding and predicting customer choices, allowing businesses to design marketing campaigns that shape positive attitudes, leverage social influence, and ultimately influence purchase intentions (Ajzen, 1982).
In e-commerce, achieving success is inextricably linked to delivering outstanding eservice quality.This concept transcends merely having a website; it encompasses the commitment to crafting a seamless, efficient, and trustworthy experience for every customer interaction.As Khatoon et al. (2020) suggested, e-service quality's key dimensions spanning efficiency, reliability, fulfilment, privacy, contact, security, design, and trust demand careful consideration.Measuring e-service quality necessitates a multi-faceted strategy, incorporating analytics, customer feedback, and continuous technological monitoring (Tabaeeian et al., 2023).
E-service quality is vital in e-commerce and a cornerstone for competitive advantage, customer satisfaction, and trust-building (Hanif et al., 2024).Businesses prioritising eservice quality reap the rewards of enhanced brand reputation, reduced customer churn, increased customer loyalty, and positive word-of-mouth marketing.Moreover, adapting to evolving consumer expectations is paramount for sustained success in this dynamic landscape (Felix & Rembulan, 2023).
Investing in e-service quality is an investment in customer satisfaction, loyalty, and the overall health of an e-commerce business.By prioritising the delivery of exceptional online services, businesses position themselves for a thriving presence in the competitive and ever-evolving world of e-commerce.
Customer satisfaction revolves around how customers perceive their experience against pre-established expectations.If performance falls short, dissatisfaction sets in; if it meets expectations, it feels satisfied, and if it exceeds them, it feels very satisfied (Yang et al., 2023).This perception stems from comparing service quality with various dimensions, ultimately making customer satisfaction a benchmark for a company's success (Gupta et al., 2023).Meeting and exceeding customer expectations is crucial for any business.These expectations are shaped by word-of-mouth, personal needs, past experiences, and external communication (J.-H.Chang & Wang, 2019).Several strategies can achieve this, like relationship marketing, superior customer service, unconditional guarantees, and effective complaint handling (Ahsan & Rahman, 2022).
Companies can gauge customer satisfaction through various methods, such as complaint and suggestion systems, ghost shopping, lost customer analysis, and customer satisfaction surveys (Surahman, 2023).Measuring customer satisfaction online, which hinges on technology, shopping, and product factors, becomes even more critical (Sumrit & Sowijit, 2023).Banks, in particular, should prioritise e-Servqual and e-commerce strategies to ensure online customer satisfaction in this evolving landscape.
Customer loyalty is not merely a one-time purchase but a deep-rooted commitment built through positive experiences and nurtured over time.Loyal customers are the lifeblood of any business, driving repeat purchases, acting as brand ambassadors, spreading positive word-of-mouth, and attracting new customers.A brand's long-term success relies not on one-time purchases but on the frequency of repeat purchases and customer recommendations (Tyagi & Dhingra, 2021).
As (Cheng et al., 2024) defined, e-customer loyalty hinges on fostering a sense of comfort and familiarity that drives repeat visits and transactions.(Ashiq & Hussain, 2023) defined e-Customer loyalty as a favorable attitude towards the online platform.By focusing on critical indicators like website preference, trust, and positive user experience, as identified by (Bray, 2024), businesses can cultivate a loyal online community that thrives on convenience, positive interactions, and a sense of belonging.By designing meaningful customer experiences and adapting to the evolving digital landscape, businesses can turn fleeting transactions into lasting relationships, driving sustainable growth and solidifying their position in the marketplace.(Rita et al., 2019) argue that electronic service quality comprises four dimensions: website design, customer service, privacy, and fulfilment.Website design encompasses elements related to the customer's online experience, such as information quality, website aesthetics, purchasing processes, website convenience, product selection, pricing, website personalisation, and system availability.Efficient website design could emphasise usability, aesthetics, brand image, and customer attraction (Tsai, 2017).(Rita et al., 2019) assert that website design has the highest impact on e-service quality compared to other service quality dimensions.Therefore, the hypothesis that can be proposed is: H1: Website design significantly influences e-Service Quality.
Customer service refers to the level of service and return handling policies during and after sales (Rita et al., 2019).Offline businesses traditionally have service staff assisting customers throughout the purchasing process.In online business, customers often navigate the entire purchasing process independently without customer service (De Keyser et al., 2019).Certain online businesses offer customer service facilities that allow customers to request detailed information about the products they intend to purchase.Typically, companies utilise web-based synchronous media such as live chat facilities, online help desks, and social networking sites (McLean & Osei-Frimpong, 2017).(Rita et al., 2019) identify four factors (website design, fulfilment/reliability, privacy/security, and customer service) as significant predictors of customer assessments regarding service quality.(Rita et al., 2019) state that customer service contributes to the quality of electronic services.Based on this exposition, the hypothesis that can be posited is: H2: Customer service significantly influences e-Service Quality.
The website should emphasise assurance and security to enhance credibility and service quality (AL-Hawary & AL-Smeran, 2017).(Acquisti et al., 2018) demonstrate that an effective website should exhibit privacy and security features.When customers make online purchases, it necessitates inputting personal information such as name, address, contact number, and credit card details (Susanto et al., 2021).Throughout this process, customers consistently worry about whether the website will protect them from fraud posttransaction.Security or privacy refers to the safety of credit card payments and shared information (Tseng et al., 2023).(Ighomereho et al., 2022) assert that security significantly influences overall e-service quality statistically.(Rita et al., 2019) mention that four factors (website design, fulfilment or reliability, privacy, and customer service) strongly predict customers' service quality evaluations.Security significantly and positively impacts overall e-service quality (AL-Hawary & AL-Smeran, 2017; Rita et al., 2019).The security and privacy of a website are crucial in evaluating the quality of online store services (Rita et al., 2019).Based on the discussion above, the hypothesis that can be posited is: H3: Security significantly influences e-Service Quality.
Fulfilment refers to ensuring customers receive what they have ordered, including delivery timeliness, order accuracy, and delivery conditions (Heydari et al., 2020).This attribute can only be assessed post-payment.Order fulfilment serves as a determinant of eservice quality (Ashiq & Hussain, 2023).According to Rita et al. (2019), post-payment dissatisfaction is more likely to occur in online shopping than in offline shopping, as customers can only inspect products directly after purchasing.Companies must ensure timely delivery, order accuracy, and delivery conditions to provide excellent service quality to customers.(Rita et al., 2019) identify four factors (website design, fulfilment/reliability, privacy/security, and customer service) that significantly predict customer assessments of service quality.(Sasono et al., 2021) assert that fulfilment significantly influences overall e-service quality.Fulfilment has the highest impact on e-service quality (Rita, 2019).Based on the exposition above, the hypothesis that can be posited is: H4: Fulfilment significantly influences e-Service Quality.
According to (Rita et al., 2019), customer satisfaction is a consequence of the customer's experience during the purchase process.It is crucial in influencing future customer behaviour, such as online repurchase and loyalty.The increased e-service quality in Internet banking will result in enhanced customer satisfaction.Within the means-endchain theory, overall e-service quality can be linked to key outcomes such as customer satisfaction (Vatolkina et al., 2020).Additionally, the expectancy disconfirmation theory is an essential framework for measuring customer satisfaction based on perceived product or service quality (Hossain, 2019).(Uzir et al., 2021) assert that the conceptual model of service quality highlights the alignment between service quality standards and customer standards, reducing service performance gaps and enhancing perceived customer value in the quality system.Consequently, this alignment can lead to higher customer satisfaction.(Sasono et al., 2021) state that e-service quality significantly and positively influences e-customer satisfaction.(Tran & Vu, 2019) contends that e-service quality has a direct positive impact on e-customer satisfaction.Supporting this notion, (Juwaini et al., 2022) strengthen the hypothesis that eservice quality significantly and positively affects e-customer satisfaction.(Shared, 2019) affirms the positive influence of overall e-service quality on e-customer satisfaction.(Rita et al., 2019) emphasise the positive impact of e-service quality on e-customer satisfaction.(San et al., 2020) posit a strong correlation between e-Service Quality and customer satisfaction.Furthermore, (Rahmawaty, 2021) states that e-service quality positively and significantly impacts e-customer satisfaction.Based on these explanations, the hypothesised relationship can be formulated as follows: H5: e-Service Quality significantly influences e-Customer satisfaction.
Customer satisfaction is the most significant factor influencing loyalty (Leninkumar, 2017).The ultimate goal of the expectancy disconfirmation theory is to foster loyal customers for a specific website (Lin et al., 2018).(Arif et al., 2023) demonstrate that satisfaction affects consumers' post-purchase intention to repurchase a product or reuse a service.According to (Zhou et al., 2019), the quality and satisfaction of electronic services are significant predictors of loyalty.When customers are satisfied with a website, they are more inclined to interact with it in the future, becoming loyal customers (Adwan et al., 2020).Increased e-customer satisfaction leads to enhanced e-customer loyalty (Sathiyavany & Shivany, 2018).
(They, 2019) assert that e-service quality and e-customer satisfaction significantly positively influence e-customer loyalty in online transactions in Malaysia.(Juwaini et al., 2022) state the positive effect of e-customer satisfaction on e-customer loyalty.(Sasono et al., 2021) affirm that e-customer satisfaction significantly and positively influences ecustomer loyalty.Additionally, e-customer satisfaction positively and significantly impacts e-customer loyalty (Rahmawaty, 2021).Furthermore, customer satisfaction influences customer loyalty in online shopping (Rita et al., 2019).Based on this exposition, the hypothesised relationship is: H6: e-Customer Satisfaction significantly influences e-Customer Loyalty positively.
In delivering superior service quality to influence electronic satisfaction and customer loyalty, online retailers must pay closer attention to the attributes consumers utilise in evaluating their electronic service quality.Low prices and web presence are no longer considered the sole drivers of success (Dwivedi et al., 2021).E-customer loyalty is the consumer's intention to revisit a website and consider making future purchases from it (Miao et al., 2021).The Evolution of Expectancy Disconfirmation Theory indicates that this theory can measure the service quality and information provided by B2C E-commerce from the customer's perspective (Rachbini et al., 2021).
According to (Revilla-Camacho et al., 2017), electronic service quality influences customer loyalty in online shopping.(Sasono et al., 2021) assert that e-service quality significantly and positively influences e-customer loyalty.The improvement of internet banking service quality results in increased e-customer loyalty.(Pasaribu, 2023) strengthens the hypothesis that e-service quality significantly and positively influences the e-customer loyalty of Go-Jek customers.(Shafiee & Bazargan, 2018) state that e-service quality and ecustomer satisfaction significantly and positively impact e-customer loyalty in online transactions in Malaysia.(Tran & Vu, 2019) and (Rahmawaty, 2021) argue that e-service quality directly impacts e-customer loyalty.Based on the exposition above, the hypothesis that can be posited is: H7: E-Service Quality significantly influences e-Customer loyalty.E-customer satisfaction can be defined as the customer's satisfaction regarding their prior purchasing experience with a specific e-commerce company, resulting in favourable responses such as repeat purchases and recommendations (Sasono et al., 2021).Satisfied consumers repeat purchases and recommend products or services (Meesala & Paul, 2018).Conversely, dissatisfied customers are likely to choose alternative companies and exhibit no inclination to establish relationships with the previous company (Hayati et al., 2020).(Hansopaheluwakan, 2021) reinforces the hypothesis that e-service quality significantly influences e-customer loyalty through e-customer satisfaction.(Sasono et al., 2021) research concludes that the role of e-customer satisfaction significantly mediates the impact of e-service quality on e-customer loyalty.(Miao et al., 2021) findings state that ecustomer trust and e-customer satisfaction act as mediators in developing e-customer loyalty in the context of online clothing stores for female online apparel buyers.Additionally, eservice quality positively and significantly impacts e-customer loyalty through e-customer satisfaction (Rahmawaty, 2021).Based on these discussions, the following hypothesis can be posited: H8: e-Service Quality significantly influences e-Customer Loyalty mediated by e-Customer Satisfaction.

METHODS
This study takes a quantitative approach, utilising numerical data to assess variables linked to online shopping behaviour on Shopee (Apuke, 2017).It aims to explain the relationships between these variables, specifically how factors influence each other (Bloomfield & Fisher, 2019) through surveys distributed to Indonesian Shopee users.The target population encompasses all Indonesian internet users who have purchased on Shopee within the past six months and are aged 17 or older.Due to the lack of precise user statistics, the population size remains to be discovered, prompting the use of non-probability sampling.To ensure participants meet the study criteria, purposive sampling focuses on individuals with Shopee usage experience (Asiamah et al., 2017).
A minimum sample size of 155 Shopee users in Indonesia is determined based on statistical considerations and Hair's recommendations for SEM analysis with a significance level of 5 per cent (Hair et al., 2022).Both primary data, collected through questionnaires, and secondary data, such as existing statistical reports, contribute to the study's findings.The questionnaire was designed to measure four types of variables: independent variables (Website Design, Customer Service, Security, and Fulfilment), a dependent variable (e-Customer Loyalty), and two mediating variables (e-Service Quality and e-Customer Satisfaction).The measurement scale used a Likert scale with scores ranging from 1 to 5 (Zebardast & Radaei, 2022).Two hundred seventy-nine valid responses were successfully retrieved and analysed using PLS-SEM.
This study employed quantitative rigour of PLS-SEM to explore the relationships between e-service Quality, e-customer Satisfaction, Trust, and Loyalty in online shopping.Descriptive statistics initially unveiled trends and patterns, laying a foundation for more nuanced analysis.PLS-SEM is deployed to evaluate both the measurement and structural models.Validity tests ensured the validity and reliability of constructs, encompassing indicator reliability, convergent validity, and discriminant validity (Hair et al., 2022).The structural model revealed crucial relationships and predictive power, while mediation testing further enriched the analysis (Hair et al., 2022).
To assess convergent validity, this study examined the correlations between item scores calculated using SmartPLS (Hair et al., 2022).Loading factors above 0.700 indicate strong indicator reliability, while items with values below this threshold should be removed from the measurement model.This study considered the Average Variance Extracted (AVE) above 0.500 to further strengthen convergent validity.
Reliability refers to the accuracy and consistency of a research instrument (Souza et al., 2017).When administered repeatedly under the same conditions, a reliable instrument should produce similar results.This study employed Cronbach's alphas with a 0.600 value threshold, calculated using SmartPLS, to evaluate the reliability of our instrument (Kamranfar et al., 2023).Discriminant validity is reached when a construct's correlation with a measurement item (indicator) is more robust than its correlations with other constructs; this suggests that the latent construct is a better predictor of that indicator than other constructs.To assess discriminant validity, this study examined the HTMT Ratio with a threshold value below or equal to 0.900 (Franke & Sarstedt, 2019).

RESULTS
Two hundred seventy-nine respondents in this study were classified based on gender, latest education, job, monthly income, and length of time purchasing via Shopee, as presented in Table 2.The study first meticulously evaluated the measurement model to ensure the reliability and validity of the chosen constructs and their associated items.This involved examining the dimension and variable levels, employing statistical measures using Cronbach's Alpha, Average Variance Extracted, and Heterotrait-Monotrait Ratio.By thoroughly evaluating the measurement model at both the dimension and variable level, the study aimed to ensure that the chosen constructs are reliable, consistent, stable, and valid, meaning they truly measure what they are intended to measure.This strengthens the foundation for the subsequent analysis and interpretation of the research findings.The results confirmed excellent convergent (Loading Factor greater than 0.700, Cronbach's Alpha greater than 0.600, AVE greater than 0.500) as shown in Table 3.This means that the measures used in the study demonstrated strong convergent validity.The result indicates that they are capturing the intended constructs they were designed to measure.As shown in Table 4 shows, the HTMT values for all construct pairs are below 0.900, which indicates that all constructs have achieved discriminant validity.This means that the items used to measure each construct (e.g., Website Design, Customer Service, Security) capture unique aspects of those constructs and do not simply measure the same underlying concept.The result indicates that the items accurately captured the intended concepts without significant overlap.Moving to the structural model, the analysis revealed significant relationships between the e-commerce platform features Website Design, Customer Service, Security, and Fulfillment-and the customer outcomes of Satisfaction, Trust, and Loyalty.All path coefficients were statistically significant (p is less than 0.050) except for hypotheses 2 and 3, as shown in Table 5.The analysis results show that the variable Website Design (WD) exerts a significant favourable influence on e-Service Quality (ESQ), as indicated by the path coefficient value of 0.245.The positive direction of the relationship signifies that an improvement in Website Design (WD) corresponds to an enhancement in e-Service Quality (ESQ).Path analysis reveals a probability or significance value of 0.000 with an alpha level of 0.050 (p-value is less than 0.050), confirming the rejection of H0 and acceptance of H1.
The analysis further indicates that the variable Customer Service (CS) has a positive but non-significant impact on e-Service Quality (ESQ), reflected in the path coefficient value of 0.013.The positive direction implies that better Customer Service (CS) results in improved e-Service Quality (ESQ).However, path analysis shows a probability of 0.807 with an alpha of 0.050 (0.807 is more than 0.050), supporting the acceptance of H0 and rejection of H2.
Similarly, the analysis demonstrates that the variable Security (SC) has a positive yet non-significant effect on e-Service Quality (ESQ), evident in the path coefficient value of 0.023.The positive relationship indicates enhanced Security (SC) corresponds to improved e-Service Quality (ESQ).However, path analysis reveals a probability of 0.707 with an alpha of 0.050 (0.707 is more than 0.050), leading to the acceptance of H0 and rejection of H3.
On the other hand, the variable Fulfilment (FU) significantly and positively influences e-Service Quality (ESQ), as in the path coefficient value of 0.509.The positive direction signifies that better Fulfilment (FU) results in improved e-Service Quality (ESQ).Path analysis yields a significance value of 0.000 with an alpha of 0.050 (less than 0.050), supporting the rejection of H0 and acceptance of H4.
Furthermore, the analysis reveals that the variable e-Service Quality (ESQ) significantly and positively influences e-Customer Satisfaction (ECS), with a path coefficient value of 0.564.The positive relationship suggests that higher e-Service Quality (ESQ) leads to increased e-Customer Satisfaction (ECS).Path analysis indicates a significance value of 0.000 with an alpha of 0.050 (0.000 is less than 0.050), resulting in the rejection of H0 and acceptance of H5.
Additionally, the variable e-Customer Satisfaction (ECS) significantly and positively affects e-Customer Loyalty (ECL), as indicated by the path coefficient value of 0.244.The positive direction implies that improved e-Customer Satisfaction (ECS) corresponds to increased e-Customer Loyalty (ECL).Path analysis yields a significance value of 0.000 with an alpha of 0.050 (p-value is less than 0.050), supporting the rejection of H0 and acceptance of H6.
Moreover, the variable e-Service Quality (ESQ) significantly and positively influences e-Customer Loyalty (ECL), as evidenced by the path coefficient value of 0.218.The positive relationship suggests that enhanced e-Service Quality (ESQ) leads to increased e-Customer Loyalty (ECL).Path analysis indicates a significance value of 0.000 with an alpha of 0.050 (less than 0.050), resulting in the rejection of H0 and acceptance of H7.
Finally, statistical analysis using path analysis reveals that the variable e-Service Quality (ESQ) significantly and positively influences e-Customer Loyalty (ECL), mediated by e-Customer Satisfaction (ECS), with a path coefficient value of 0.138.The positive direction indicates that a higher level of e-Customer Satisfaction (ECS) strengthens the relationship between e-Service Quality (ESQ) and e-Customer Loyalty (ECL).Path analysis yields a significance value of 0.000 with an alpha of 0.050 (p-value is less than 0.050), supporting the rejection of H0 and acceptance of H8.

DISCUSSION
Website design is not just about aesthetics; it is a powerful tool for shaping customer experience and loyalty.This study sheds light on the significant positive influence of website design on e-service quality within the Shopee platform, indicating that the platform's design directly impacts the quality of electronic services offered.This correlation is attributed to information quality, visual appeal, overall website usability, good product selection, and reasonable pricing, enhancing customer satisfaction and streamlining the user journey.Furthermore, elements like clear product descriptions and seamless checkout processes contribute to the perceived quality of service.This aligns with the Means-End Chain theory, which posits that consumers associate personal meanings with website attributes like information quality.Implementing the research findings involves investing in user-centric website design, optimising features, and continuously monitoring user interactions to improve e-service quality.Shopee's effective information retrieval through a well-designed interface translates to positive functional and psychological consequences for customers, contributing to perceived value and satisfaction with the overall service, as suggested by previous research by (Ma'rifah, 2019) and (Rita et al., 2019).
While customer service might not directly translate into a significant boost in e-service quality, its positive influence should be noticed.The Means-End Chain theory again provides valuable insights here, highlighting the crucial role of customer understanding in purchase decisions.When customers encounter ambiguity during the Shopee buying process, they turn to customer service for clarification, forging a connection between service quality and responsiveness to individual needs.A previous study by (Rita et al., 2019) found that customer service only significantly affects overall e-service quality in Indonesian ecommerce customers.This finding is consistent with the results of the present study.
The research finding indicates that security did not emerge as a significant driver of e-service quality, suggesting that users may either trust existing security measures implicitly or prioritise other aspects of service quality over security.This could be due to users' unawareness of security protocols or the assumption of basic security standards in the study's environment.Consequently, based on this study's findings, e-service providers may need to focus more on web design, such as enhancing usability, reliability, and efficiency while ensuring that security measures are in place but not necessarily highlighted as a primary selling point (Vatolkina et al., 2020).This finding offers a nuanced understanding of user priorities beyond security compared to related research.
Fulfilment, on the other hand, shines as a critical antecedent in enhancing e-service quality.The study revealed a significant positive relationship between meeting customer needs through efficient and timely fulfilment and their perception of overall service quality.In the context of Shopee, smooth delivery and order accuracy translate to happy customers and a boost in their perception of service quality.This aligns with the Means-End Chain theory, which emphasises the fundamental link between satisfying customer needs and positive consequences, including satisfaction with the service (Rita et al., 2019).This result is supported by previous studies of (Putra & Antonio, 2021), (Rita et al., 2019), and (Suryani et al., 2020).(Putra & Antonio's, 2021) study on antecedents of e-service quality of courier service applications finds that fulfilment becomes the strongest predictor of e-service quality among other variables such as Apps Design and Customer Service.
A direct, robust and positive relationship confirmed the expectancy disconfirmation theory.This theory posits that customer satisfaction stems from comparing their expectations and the perceived quality of the service received.This study is supported by previous studies by (Rita et al., 2019), (Sasono et al., 2021), and (Tran & Vu, 2019).When Shopee delivers a high-quality service that meets or exceeds customer expectations, it increases satisfaction.(Tran & Vu, 2019) also found a significant influence of e-service quality on Vietnamese online shopper customer satisfaction.
The positive influence of e-service quality extends beyond mere satisfaction, directly impacting customer loyalty on the Shopee platform.This finding aligns with the expectancy disconfirmation theory, suggesting that a positive customer experience driven by quality service fosters loyalty.Previous studies by (Rachbini et al., 2021) and (Sasono et al., 2021) support this result.Loyal customers on Shopee are more likely to return for future purchases and recommend the platform to others, solidifying its success in the e-commerce landscape.
The impact of customer satisfaction only exists partially; it plays a critical role in mediating the relationship between e-service quality and customer loyalty.The study revealed that e-service quality significantly influences customer loyalty, but this effect is amplified when customer satisfaction is a bridge between the two.This aligns with prior research and the expectancy disconfirmation theory, highlighting the importance of satisfaction as a critical factor in building and nurturing customer loyalty (Rahmawaty, 2021;Rita et al., 2019;Sasono et al., 2021).Satisfied customers on Shopee are likelier to become loyal brand advocates, contributing to the platform's long-term success.

CONCLUSION
This study offers valuable insights into the intricate web of factors influencing customer loyalty within the Shopee e-commerce platform.It validates and extends existing theories, providing a roadmap for Shopee and other e-commerce players to prioritise website design, efficient fulfilment, and quality service to cultivate a loyal customer base.By understanding the underlying mechanisms driving customer behaviour, Shopee can continue to thrive in the ever-evolving e-commerce landscape.
The research findings and hypothesis testing have led to several conclusions.Firstly, it was observed that website design (WD) significantly influences e-Service Quality (ESQ), affirming the positive impact of a well-designed website on service quality.In contrast, customer service (CS) had no significant effect on e-Service Quality (ESQ), indicating that Shopee's customer service does not play a vital role in shaping service quality.
Similarly, security (SC) was determined to have no significant influence on e-Service Quality (ESQ).This implies that the security measures implemented by Shopee are relatively low in terms of the overall quality of service.On the other hand, fulfilment (FU) was identified as having a significant positive impact on e-Service Quality (ESQ), highlighting the importance of efficient fulfilment processes in enhancing service quality.
The study revealed that e-service Quality (ESQ) significantly positively affects ecustomer Satisfaction (ECS).This underscores the critical link between service quality and customer satisfaction in the context of Shopee's platform.Furthermore, e-service Quality (ESQ) significantly influenced e-customer Loyalty (ECL), challenging the notion that service quality has no bearing on customer loyalty.
In a related vein, e-Customer Satisfaction (ECS) was shown to have a significant positive impact on e-Customer Loyalty (ECL).This reinforces the idea that higher levels of customer satisfaction contribute to increased customer loyalty within the Shopee platform.Additionally, the study indicated that e-Service Quality (ESQ) significantly influences e-Customer Loyalty (ECL) when mediated by e-Customer Satisfaction (ECS), emphasising the interconnectedness of these factors in shaping customer loyalty.
After the research discussions, limitations, and conclusions, several recommendations emerge.For the company, it is advisable to educate customers about the range of services offered, facilitating direct interaction and quick responses.This is particularly crucial as the study identified a need for more customer understanding regarding the benefits and usage of features provided by Shopee.
Future research endeavours should consider conducting in-depth investigations into non-significant factors, particularly exploring why variables like Customer Service (CS) and Security (SC) did not exhibit statistical significance in their direct impact on e-Service Quality (ESQ).A more nuanced understanding of these relationships may emerge through a deeper exploration of the intricacies not captured in the current analysis.
Additionally, future research could benefit from cross-industry comparative studies to broaden the scope of the findings.Analysing whether the identified factors and their relationships hold across different sectors may lead to industry-specific recommendations for optimising electronic services.Future research could explore the influence of emerging technologies, such as artificial intelligence, blockchain, or augmented reality, on electronic service quality and its subsequent impact on customer satisfaction and loyalty.Investigating how cultural factors influence the relationships identified in this study could also be valuable.Research considering global consumer behaviour and preference variations may offer insights into tailoring electronic services to diverse cultural contexts.

Table 5 .
Path Coefficient Result