Service quality and customer disloyalty in marketplaces: the mediating effect of e-satisfaction

Villar-Riofrio R.R.; Castillo-Arevalo E.A.; Bruno-Manrique K.A.; Flores-Gutiérrez J.O.; Navarro-Viacava M.A. · Aibi, Revista de Investigacion Administracion e Ingenierias (2025) · DOI: 10.15649/2346030x.5548

Resumen

Since 2000, a significant portion of the population gained internet access, giving rise to novel digital business models known as e-commerce or online shopping. These models offer exclusive consumer benefits, including convenience, more competitive pricing, a wide diversity of products, and user-friendliness, among other advantages. The objective focused on analyzing how online customer e-satisfaction (ESC) mediates the link between e-service quality (CES) and customer e-loyalty (ELC) in Peruvian retail marketplaces. To this end, 472 consumers were surveyed using validated questionnaires (adapted into Spanish) that included sociodemographic data. A PLS-SEM model was applied, estimated with the SmartPLS. The results confirm that ESQ directly impacts ECL, and that ECS acts as a partial complementary mediator in this relationship. The findings extend previous research on the mediating effect of ECS in the ESQ-ECL relationship within marketplaces by clearly establishing the predominant type of mediation. Furthermore, these relationships are evaluated in a cultural setting distinct from those reported in specialized literature, while providing the psychometric evaluation of the questionnaires translated into Spanish.

Instituciones: Universidad Nacional Mayor de San Marcos; Universidad de San Martín de Porres