Track: E-Business and E-Commerce

Abstract

This paper extends the research on understanding of the essence and specification, as well as the relevance of the online service industry that affects customer loyalty in relation to their satisfaction in the Philippine context. Quantitative method was utilized in the study by quantifying four hundred Filipino online shopper’s respondents to provide a comprehensive information of which from 9 dimensions of mobile service quality (Efficiency, System Availability, Content, Privacy, Fulfillment, Responsiveness, Compensation, Contact, and Billing) positively affects the customer satisfaction and understand the level of customer loyalty under the covid-19 pandemic. The results were drafted and analyzed using Service Quality Gaps, Ordinal Logistic Regression, and Spearman Correlation Analysis. The modified model found the surge of online sales under the pandemic can impact the overall expectation and perception of customers towards online shopping. It is further concluded that the significant factors that have a major influence on the customer satisfaction and loyalty are efficiency, fulfillment, and content. The results also suggest that the customer’s loyalty are antecedents of customer satisfaction.

Keywords: Customer Loyalty, Serv-Qual, Mobile Service Quality, Customer Satisfaction, Spearman Correlation Analysis