Effects of customer satisfaction, consumer trust, e-service quality, perceived value, and perceived security on consumer loyalty in electronic commerce
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Date
2026-11-02
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Addis ababa university
Abstract
Merkato, Addis Ababa, Ethiopia by investigating the influence of customer satisfaction, consumer trust, e-service quality, perceived value and perceived security. With the fast proliferation of digital commerce in developing countries, understanding consumer loyalty in online shopping environment, particularly in developing contexts where trust is developing and infrastructure are limited has become increasingly imperative. A quantitative research method based on the positivist philosophy and using the deductive logic was adopted and the study used an explanatory cross-sectional survey research design. Data were collected from 373 online shoppers in the Merkato region of Addis Ababa using structured questionnaires with items scaled on a five point likert-scale. The data were analyzed using IBM SPSS Statistics Version 27. The analyses involved in testing the variables' association and hypothesis testing included descriptive analysis, Pearson correlation, and multiple linear regression. The results show that all five independent variables positively and statistically significantly influence consumer loyalty (p< .001). In terms of influencing power, the strongest determinant of consumer loyalty is consumer trust (β = 0.302), followed by consumer satisfaction (β =0.252), perceived security (β =0.250), e-service quality (β =0.238) and the least influential antecedent is perceived value (β =0.208). Multiple linear regression was also run for this investigation; the model has a strong explanatory power of 76% with a multiple correlation coefficient (R²) of 0.760. It is concluded that trust, satisfaction and security among others have the biggest role to play in enhancing customer loyalty in e commerce. Building and strengthening such factors may have an overall positive impact on customer retention and retention in online platforms. This result provides implications for e commerce entrepreneurs and policy-makers who aim at enhancing the development and sustainability of online trade in emerging economies such as Ethiopia.
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E-commerce, Consumer Loyalty, Customer Satisfaction, Consumer Trust, E Service Quality