The effect of product website quality on customer loyalty: the mediating effect of perceived value

This study explores the determinants of electronic customer loyalty by examining the interplay between service quality, website information quality, and their influence on loyalty through the mediating roles of economic and hedonic values in the context of online purchases within developing economies. Using a structured online survey, the empirical evidence demonstrates four significant and positive pathways contributing to customer loyalty. The findings highlight a strong association between service quality and economic value, as well as between service quality and hedonic value. In addition, website information quality significantly influences economic value. These results underscore the dual importance of service and information quality in enhancing both economic and experiential value perceptions among consumers. The study further establishes the pivotal role of economic and hedonic values in fostering electronic customer loyalty. These insights offer important implications for marketers and online retail practitioners, emphasising the need to balance functional attributes such as trust, convenience, and security with the delivery of perceived economic and emotional value. By advancing an integrative framework of loyalty development, this research contributes to the literature on online consumer behaviour and provides a fresh perspective on digital commerce in emerging markets. This study offers original theoretical insights by extending existing models of customer loyalty into electronic service environments, with a particular focus on e-loyalty. While prior research has examined customer loyalty in a general sense, this study presents a synthesis of multiple constructs: service quality, website information quality, economic value, and hedonic value - into a cohesive framework that clarifies the development of behavioural e-loyalty.