Exploring the Influence of Service Quality and Perceived Value on Customer Satisfaction and Loyalty in a Social Commerce Environment

Purpose - The purpose of this paper is to explore the relationships among service quality, perceived value, customer satisfaction, and customer loyalty, including repurchase intention and word of mouth, in social commerce, particularly e-commerce marketing using social media Design/Methodology/Approach - A survey of 350 social commerce users was conducted. The collected data were analyzed using SPSS and Amos 29.0 to validate the hypothesized relationships among the variables. Structural equation modeling was employed to comprehensively test these relationships. Findings - The empirical investigation reveals that both service quality and perceived value significantly and positively impact customer satisfaction. Customer satisfaction, in turn, significantly and positively impacts customer loyalty. Additionally, customer satisfaction plays a crucial mediating role in the relationship between service quality and customer loyalty, as well as between perceived value and customer loyalty. The findings suggest that improvements in service quality and perceived value can lead to increased customer satisfaction, which in turn enhances customer loyalty, including repurchase intention and positive word of mouth. Research Implications - This study highlights the strategic significance of improving service quality and perceived value to drive positive outcomes through enhanced customer satisfaction in social commerce. By establishing customer satisfaction as a crucial mediating factor, the study offers valuable insights for both practitioners and policymakers.