Title: Measuring perceived value and customer loyalty of an online retailer using confirmatory analysis with consistent PLS - application of E-Squal model

Authors: K.P. Sandhya Rao; Shilpa Praveen; Karthik Kudroli

Addresses: Justice KS Hegde Institute of Management, Nitte (Deemed to be University), Nitte, Karnataka, India ' T A Pai Management Institute, Manipal Academy of Higher Education, Manipal, India ' Justice KS Hegde Institute of Management, Nitte (Deemed to be University), Nitte, Karnataka, India

Abstract: Internet technologies enable online retailers to provide products and services to consumers. Superior service quality is crucial to ensure a steady base of loyal satisfied customers. This study measures service quality impact on perceived value and customer loyalty for online transactions using E-Squal model. A survey research design is used where data is collected from 250 respondents using convenience sampling method. Partial least square-structural equation modelling (PLS-SEM) in Smart PLS is used to assess the validity and reliability of the measurement. Composite reliability (CR), factor loading, and average variance extracted (AVE) is used to test the convergent validity. The results of the study indicate that efficiency and privacy were most important dimensions having an impact on the overall loyalty. Findings indicate that speed of online service, easy access and use and safety of customer information are the main attributes that make customers prefer online shopping.

Keywords: e-commerce; electronic commerce; online shopping; customer loyalty; service quality; perceived value; E-Squal.

DOI: 10.1504/IJBEX.2025.149878

International Journal of Business Excellence, 2025 Vol.37 No.3, pp.332 - 347

Received: 05 Oct 2021
Accepted: 04 Dec 2021
Published online: 17 Nov 2025 *

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