Abstract
This study focuses on understanding the influence of innovative service quality measures on creating the loyalty among
customers; with a mediating role of satisfaction among the online buyers. The research was conducted in the ecommerce sector of Pakistan. The study examines how to retain the online buyers and the online buying intents of
customers in Pakistani e-market. The research studies the effect of e-service quality measures including efficiency,
system availability, fulfillment and privacy on generating the customers’ loyalty among the online buyers. The
respondents included the individuals who frequently interact with Internet, social media sites, and other online buyer
groups. The findings of the study depict a strong relationship between e-service quality and e-loyalty through the
mediating role of e-satisfaction.
Shamaila Gull, Asim Tanvir, Khurram Shabih Zaidi, Zahid Mehmood. (2020) A Mediation Analysis of E-Service Quality and E-Loyalty in Pakistani E-Commerce Sector, Journal of the Research Society of Pakistan, Volume 57, Issue-4.
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