Enhancing customer satisfaction in e-commerce: The role of service quality and brand trust

Muneeb Iqbal; Aqdas Tanveer; Hafiz Burhan Ul Haq; Muhammad Daniyal Baig; Amna Kosar

doi:10.59400/fefs.v1i1.287

Muneeb Iqbal Faculty of Information Technology, University of Central Punjab, Lahore 54000, Pakistan
Aqdas Tanveer Faculty of Information Technology, University of Central Punjab, Lahore 54000, Pakistan
Hafiz Burhan Ul Haq Faculty of Computer Science, Department of Information Technology, Lahore Garrison University, Lahore 54000, Pakistan
Muhammad Daniyal Baig Faculty of Computer Science, Department of Computer Science, Lahore Garrison University, Lahore 54000, Pakistan
Amna Kosar Faculty of Computer Science, Department of Information Technology, Lahore Garrison University, Lahore 54000, Pakistan

Article ID: 287

1226 Views, 314 PDF Downloads

DOI: https://doi.org/10.59400/fefs.v1i1.287

Keywords: brand trust (BT); reliability (RI); assurance (AS); empathy (EP); service quality; customer satisfaction (CS)

Abstract

Although online shopping has become more and more popular, keeping clients is still a big problem. Satisfaction, which is mostly dependent on comprehending and establishing trust with customers, is what determines whether or not a business can retain its customers. In the ever-changing world of e-commerce, this study examines the relationship between consumer loyalty, happiness, and service quality, with a focus on brand trust. The findings indicate that several aspects of service quality, including order processing, speed, convenience, and quality of communication from couriers, have a big impact on how satisfied customers are with their online purchases. The most powerful element influencing pleasure, however, turned out to be ease. The relationship’s key mediator is brand trust. As a result, consumer loyalty is increased and uncertainty is decreased. In particular, in developing e-commerce countries such as Pakistan, the study emphasizes how important it is to enhance consumer happiness, service quality, and brand credibility. By stressing the mediating function of brand trust and highlighting the dynamics in emerging nations, this research adds to the body of current work. It emphasizes how crucial trust and quality customer service are to creating long-lasting, customer-focused e-commerce enterprises. While acknowledging its limits, the study provides useful insights and avenues for further cross-country research.

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