Shopping guarantee and customer e-loyalty: a case study of the Shopee guarantee

Abstract

In order to maintain their advantage in the market, the vast majority of businesses now sell their products digitally. Customers' shopping habits have been affected, which has had a ripple effect on the retail landscape around the world. E-commerce has, however, given rise to several issues, such as online purchasing fraud, which has the potential to damage customer loyalty. As a consequence of this, providing aftersales assurances is a great strategy for developing customer loyalty. This is due to the fact that all companies want their customers to be pleased with the products or services they purchase from them. The purpose of this study is to investigate the relationship between E-service quality and E-recovery in terms of the loyalty of customers who utilised shopping guarantees. A web-based questionnaire was used to collect data. The survey was completed by three hundred sixty-two (362) Shopee customers who had previously made use of the Shopee guarantee. According to the findings, there is a significant relationship between E-service quality and E-recovery with customer E-loyalty. This study shows that shopping guarantees can increase consumer loyalty because they directly impact the long-term sustainability of the supply chain. It is suggested that online shopping platforms companies consider offering shopping guarantees to increase customer loyalty among online shoppers and bring in more customers.