Exploring the Impact of Service Quality on Online Customer Satisfaction and Loyalty: An Empirical Study

This study investigates the influence of customer satisfaction on the perceived quality of online services, user trust, and customer loyalty, grounded in the principles of Social Exchange Theory. An online survey was administered among students and faculty members of India Universities to empirically examine these relationships. The findings reveal that e-service quality, customer service, and trust significantly and directly affect customer satisfaction. Moreover, satisfaction serves as a key mediating variable, linking service quality and trust to customer loyalty and highlighting its pivotal role in fostering long-term e-loyalty. The study underscores that indirect effects through satisfaction are more pronounced than the direct effects of e-service quality and trust on loyalty. These insights contribute to online marketing and service management literature by emphasizing satisfaction as a strategic driver of sustainable customer relationships in digital environments. Practical implications suggest that enhancing service quality and trust mechanisms can effectively strengthen customer retention and loyalty in online contexts