A PLS-SEM approach to understanding E-SQ, E-Satisfaction and E-Loyalty for fashion E-Retailers in Spain

Brand related goals in the online environment are consistent with those of the retail environment: providing products and services that ultimately convert customers into brand loyal customers. Investigating the components of e-loyalty may be a way to improve it. Using a Spanish sample, this study investigates a nine-dimension, latent variable model to understand the relationship between electronic service quality (e-SQ) and e-satisfaction, as well as that between e-satisfaction and e-loyalty within Spanish fashion brand e-retailers. Results suggest that for fashion e-retailers in Spain, e-service quality is positively related to e-satisfaction and e-satisfaction is positively related to e-loyalty. This work supports the use of this framework in future research to better understand these relationships in other countries.