This study aimed to investigate the relationship between e-service quality and customer loyalty in e-commerce contexts as well as the mediating role of customer satisfaction. Digital commerce has developed and the competitive pressure for online retailers in terms of service quality and retention management becomes an essential prerequisite for long-term organisational success. Using a quantitative research design, data were collected from 220 online consumers in Indonesia by using questionnaires. Research Methodology: The analysis of the collected data was conducted with Partial Least Squares Structural Equation Modeling (PLS-SEM) which includes examination of both measurement and structural parameters in satisfaction-oriented model.

The results show that e-service quality has a positive and significant effect on customer satisfaction and customer loyalty. Customer satisfaction was positively influenced by e-service quality, and customer satisfaction partially mediates the relationship between e-service quality and customer loyalty. These Results emphasise that providing simple use of the platform, accuracy in information provision, security of transactions, and responsiveness—all key prerequisites for delivering quality digital services—are important to building customer experiences thereby encouraging customers to re-patronise. This study extends the knowledge of extant literature on digital consumer behavior by providing empirical evidence from Indonesia in using e-commerce. Moreover, the results offer important implications for practicing e-businesses to establish and strengthen customer relationships while achieving and sustaining a competitive edge in their electronic service quality.

Keywords: e-service quality; customer satisfaction; customer loyalty; e-commerce; PLS-SEM; consumer behavior.