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The Digital Loyalty Equation in Distribution Science: A Multi-method Exploration of E-commerce Success Factors

NGO Quoc Dung|LE Huynh Mai|HOANG Vu Hiep|MAI Anh Kiet
한국유통과학회 (Korea Distribution Science Association)|2024.09|유통과학연구 (Journal of Distribution Science)|제22권 제9호|pp. 13-25|DOI 10.15722/jds.22.09.202409.13

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키워드

Multi-group AnalysisEmerging MarketsCustomer EngagementDistribution ScienceE-commerce Service QualityTechnological Adoption

초록

Purpose: This study explores the complex interplay between service quality, customer engagement, and loyalty in the e-commerce sector, examining the moderating effect of technological adoption on these crucial relationships. Research design, data and methodology: Employing a robust multi-method approach, the research analyzes data from 481 e-commerce users, leveraging the complementary strengths of partial least squares structural equation modeling (PLS-SEM) and fuzzy-set qualitative comparative analysis (fsQCA). A comprehensive multi-group analysis is conducted to uncover differences between experienced and non-experienced users. Results: PLS-SEM reveals that service quality significantly influences customer engagement, which in turn drives loyalty. Technological adoption positively moderates the service quality-engagement relationship. The multi-group analysis uncovers notable differences between user segments. fsQCA identifies two distinct configurational paths consistently leading to high customer loyalty: high customer engagement and high service quality. Conclusions: This study's innovative integration of PLS-SEM and fsQCA contributes to a deeper understanding of the intricate dynamics driving e-commerce success. Findings provide actionable insights for e-commerce businesses to enhance service quality, foster engagement, and cultivate loyalty. This research lays the groundwork for further exploration of these critical relationships in different contexts, offering a nuanced perspective on the complex interplay of factors shaping customer behavior in the digital marketplace.

Abstract

Purpose: This study explores the complex interplay between service quality, customer engagement, and loyalty in the e-commerce sector, examining the moderating effect of technological adoption on these crucial relationships. Research design, data and methodology: Employing a robust multi-method approach, the research analyzes data from 481 e-commerce users, leveraging the complementary strengths of partial least squares structural equation modeling (PLS-SEM) and fuzzy-set qualitative comparative analysis (fsQCA). A comprehensive multi-group analysis is conducted to uncover differences between experienced and non-experienced users. Results: PLS-SEM reveals that service quality significantly influences customer engagement, which in turn drives loyalty. Technological adoption positively moderates the service quality-engagement relationship. The multi-group analysis uncovers notable differences between user segments. fsQCA identifies two distinct configurational paths consistently leading to high customer loyalty: high customer engagement and high service quality. Conclusions: This study's innovative integration of PLS-SEM and fsQCA contributes to a deeper understanding of the intricate dynamics driving e-commerce success. Findings provide actionable insights for e-commerce businesses to enhance service quality, foster engagement, and cultivate loyalty. This research lays the groundwork for further exploration of these critical relationships in different contexts, offering a nuanced perspective on the complex interplay of factors shaping customer behavior in the digital marketplace.

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