The Influence of E-service Quality On Marketplace Platform Towards Customer Loyalty

Abstract

With the increasing of online marketplaces, online platform must come out with the solutions or ways in order to engage their relationship with customer. Hence, this study aims to examine the roles of e-service quality of online platform in customer loyalty. Convenience sampling technique was used, and data were collected using questionnaires. A sample of 248 respondents among final year students of Universiti Malaysia Kelantan, Pengkalan Chepa were selected. From the obtained results, study showed that there is a significant relationship between independent variables; reliability and security in Shopee platform towards the customer loyalty, respectively. With this finding, it can help and provide the marketers in terms of e-service quality to develop the customer engagement for the sake of customer loyalty. Therefore, the sustainability of the business can be maintained

Creating Customer Preferences for Online Marketplace Promotional Strategy: A Survey of Youth in Malaysia During the COVID-19 Pandemic

“…Besides, customizing promotional strategies according to customer preferences allows practitioners to provide a more personalized experience. When customers receive relevant promotions that align with their interests and preferences, they are more likely to be satisfied with their shopping experience and develop loyalty towards the online marketplace (Mat Daud et al, 2021).…”