Zaato Solomon Gbene, Zainol Noor Raihani, Khan Sania, Rehman Ateekh Ur, Faridi Mohammad Rishad, Khan Ali Ahmed
Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan, Kota Bharu 16100, Malaysia.
Department of Human Resource Management, College of Business Administration, Prince Sattam Bin Abdulaziz University, Al Kharj 11942, Saudi Arabia.
Behav Sci (Basel). 2023 Jul 6;13(7):563. doi: 10.3390/bs13070563.
Lately, smartphones have had a significant impact on how individuals act, mainly when they shop. In Malaysia, Shopee is the online shopping website that has garnered the most traffic from e-commerce sites. Shopee Express recognizes the importance of customer happiness and brand loyalty in measuring consumer purchasing behavior for long-term performance. Some prior studies have had mixed results on the factors that influence online shopping apps' brand loyalty with the interactive effect of other variables. To contribute to resolving these varied views, this study proposes that customer satisfaction mediates the antecedent factors that influence students' loyalty to the Shopee app. As a cross-sectional online survey, we obtained data from 298 university students using the Shopee application. Partial least squares structural equation modeling (PLS-SEM) was used to analyze data, whereby the results confirmed a significant effect of the accuracy of delivery on brand loyalty and customer satisfaction, the price of delivery and customer satisfaction, and information quality on brand loyalty and customer satisfaction. Furthermore, easy payment also significantly affected brand loyalty and customer satisfaction, and customer satisfaction mediates delivery accuracy and brand loyalty, the price of delivery, information quality, and the brand loyalty link of students to the Shopee application. This study's novelty is uncovering the intervening role of customer satisfaction in the antecedent factors of brand loyalty of the Shopee app. This study further contributes by providing helpful information to the stream of online logistic firms like Shopee to meet client needs and by providing valuable insights for scholars.
最近，智能手机对个人行为产生了重大影响，尤其是在购物时。在马来西亚，Shopee是从电子商务网站获得流量最多的在线购物网站。Shopee Express认识到客户满意度和品牌忠诚度在衡量消费者购买行为以实现长期业绩方面的重要性。一些先前的研究在影响在线购物应用程序品牌忠诚度的因素以及其他变量的交互作用方面取得了喜忧参半的结果。为了有助于解决这些不同的观点，本研究提出客户满意度在影响学生对Shopee应用程序忠诚度的先行因素中起中介作用。作为一项横断面在线调查，我们从298名使用Shopee应用程序的大学生那里获取了数据。采用偏最小二乘结构方程模型（PLS-SEM）对数据进行分析，结果证实了配送准确性对品牌忠诚度和客户满意度、配送价格和客户满意度以及信息质量对品牌忠诚度和客户满意度有显著影响。此外，便捷支付也对品牌忠诚度和客户满意度有显著影响，客户满意度在配送准确性与品牌忠诚度、配送价格、信息质量以及学生与Shopee应用程序的品牌忠诚度联系之间起中介作用。本研究的新颖之处在于揭示了客户满意度在Shopee应用程序品牌忠诚度先行因素中的中介作用。本研究通过向Shopee等在线物流公司提供有用信息以满足客户需求，并为学者提供有价值的见解，进一步做出了贡献。
