From e-service quality to repurchase intention: the mediating roles of e-customer satisfaction and e-WOM

Purpose In the fast-paced world of online retail, what turns a first-time shopper into a loyal customer? This study aims to address that question by examining how four pillars of e-service quality – website design, fulfillment, customer service and security – interact to shape customer satisfaction, stimulate electronic word-of-mouth (e-WOM) and ultimately drive repurchase intention. Design/methodology/approach A total of 425 online consumers in Jordan shared their shopping experiences through a structured survey. Structural equation modeling (SEM) was applied to untangle the direct and indirect relationships among the study variables. Findings The results reveal a dual pathway: while security holds the greatest sway over customer satisfaction, website design most strongly fuels e-WOM. Both satisfaction and e-WOM significantly boost repurchase intention and serve as vital bridges between overall e-service quality and customer loyalty. Practical implications For online retailers, the message is clear: a secure, visually appealing and easy-to-navigate website, combined with efficient order handling and attentive customer support, is not just good practice – it is a growth strategy. These elements transform casual visitors into vocal advocates and repeat buyers. Originality/value Beyond its practical implications for improving customer retention, this study offers theoretical contributions by employing a digital service quality framework tailored to e-commerce. Rather than relying on traditional models like SERVQUAL, this study uses recent literature to highlight how e-service quality shapes relationship marketing outcomes in emerging markets, thereby contributing to the development of relationship marketing theory by linking e-service quality to customer outcomes.