Özet:

In today’s world of the internet, and the spread of COVID-19 online business has picked up unprecedented steam. In developing countries like Pakistan where E-business was still in its nascent stage has also gained acceptance as the new norm. Which has increased the significance of studying E-service quality and E-security and enhancing customer loyalty in Pakistan. The current study characterizes E-security and E-service quality as antecedents of customer loyalty (e-loyalty) and attempts to map the mediating role of customer satisfaction. Current literature emphasizes work on only considering one dimension of e-loyalty i-e behavioral e-loyalty whereas in this research paper both dimensions of e-loyalty i-e attitudinal and behavioral are taken under consideration. Explicitly this study examines the role of customer satisfaction as mediator between antecedents of e-loyalty i-e E-security and E-service quality and e-loyalty (attitudinal and behavioral) among the university students. The study utilizes quantitative approach and is focused on comparing the effectiveness of promotional video advertisements by the brands for generating customer loyalty. Cross-sectional survey method is utilized for collection of data. The scales for e-security, E-service quality, customer satisfaction, behavioral e-loyalty and attitudinal e-loyalty were adopted. Multiple regression analysis was used to investigate the relationship of e-loyalty with its antecedents for measuring the effects of mediation; Preacher and Hayes model 4 has been used. The results of the study show E-e-security having a “significance” value less than 0.05 which shows that there is significant correlation between E-e-security. E-service quality has a “significance” value greater than 0.05 and is reported as 0.068, which shows that there is lack of significant correlation between E-service quality and e-loyalty (attitudinal and behavioral). Significant meditating role of customer satisfaction and significant direct effect of e-e-security on e-loyalty (attitudinal and behavioral), where as insignificant direct effect of e-service quality on e-loyalty (attitudinal and behavioral) which provide evidences for mediation. In particular, it can be seen that effect of e-security and e-service quality on e-loyalty (attitudinal and behavioral) of an online shopper is positively strengthened by satisfaction of online customers.

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