The Mediating Roles of E-Satisfaction and E-Commitment in the Relationship Between E-Service Quality and E-Loyalty in Thailand’s Food Delivery Platforms
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The food delivery service industry in Thailand has undergone significant growth and has emerged as a vital catalyst for Thailand's economy, playing a pivotal role in the digital economy driven by electronic technologies. It is crucial to comprehend how to cultivate consumer loyalty in an online setting to guarantee the long-term viability of food delivery enterprises. This study aims to examine the effects of e-service quality on e-satisfaction, e-commitment, and e-loyalty, and to investigate the mediating roles of e-satisfaction and e-commitment in the relationship between e-service quality and e-loyalty in Thailand’s food delivery platform context. This research employed an online survey methodology using a convenience sampling approach to collect data from 420 consumers who possess prior experience with food delivery services. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM).
The results indicate that e-service quality significantly influences e-satisfaction, e-commitment, and e-loyalty. Furthermore, e-satisfaction and e-commitment play significant mediating roles in the relationship between e-service quality and e-loyalty. The structural model demonstrates strong explanatory power, explaining 76.3% of the variance in e-loyalty (R² = 0.763). These findings contribute to the e-service quality and digital platform literature by highlighting the importance of psychological mechanisms in building customer loyalty. The results also provide practical implications for food delivery platform providers seeking to enhance customer satisfaction, strengthen commitment, and develop long-term customer loyalty in Thailand’s competitive digital market.
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