Journal of Distribution Science (유통과학연구)

Korea Distribution Science Association (한국유통과학회)
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The Digital Loyalty Equation in Distribution Science: A Multi-method Exploration of E-commerce Success Factors

  • Vu Hiep HOANG (NEU Business School, National Economics University) ;
  • Quoc Dung NGO (Faculty of Planning and Development, National Economics University) ;
  • Anh Kiet MAI (VinSchool The Harmony) ;
  • Huynh Mai LE (Faculty of Planning and Development, National Economics University)
  • Received : 2024.07.19
  • Accepted : 2024.09.05
  • Published : 2024.09.26
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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). Acomprehensive multi-group analysisis 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.

Keywords

Acknowledgement

This study was supported by National Economics University, Hanoi, Vietnam

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