This study finds that e-service quality and technological perceptions improve e-customer loyalty in millennials, indicating significant relationships.
Digital marketing service providers face intense competition. They have to continuously enhance their quality of service depending on the needs of the market. This study investigates the variables that influence the e-customer satisfaction and the e-customer loyalty among millennials in Jordanian malls, since there has not been given sufficient attention to the integrated role of technological perceptions and the quality of e-services in shaping the e-customer satisfaction and loyalty. All data for the current study were collected from 106 valid respondents using simple random sampling. SPSS and PLS-SEM were used for data analysis and model testing. The results show that e-customer satisfaction is the resultant of the e-service quality, technological perceptions, and e-customer loyalty. All these relationships are significant and interact with each other. The study also proposes the future exploration of additional variables, including the impact of artificial intelligence on digital marketing and e-customer satisfaction.
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AL-Ghaswyneh et al. (2025) studied this question.
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