The Digital Loyalty Equation in Distribution Science: A Multi-method Exploration of E-commerce Success Factors

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). A comprehensive multi-group analysis is 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 ecommerce 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.