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@article{192043,
        author = {R.K. Kasunthika and D.M.R. Dissanayake},
        title = {E-SERVICE QUALITY, E-CUSTOMER SATISFACTION, AND E-CUSTOMER LOYALTY IN ONLINE CONSUMER ELECTRONICS: A COMPREHENSIVE LITERATURE REVIEW},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {9},
        pages = {400-405},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=192043},
        abstract = {The rapid expansion of e-commerce has transformed consumer behavior, particularly in high-involvement product categories such as consumer electronics. In this context, e-service quality (E-SQ) has emerged as a critical determinant of customer satisfaction and loyalty. This literature review critically examines the theoretical and empirical evidence on the influence of E-SQ on e-customer loyalty, emphasizing the mediating role of e-customer satisfaction (E-CS). Key dimensions of E-SQ, including efficiency, fulfillment, system availability, and privacy/security, are evaluated for their impact on satisfaction and subsequent loyalty intentions. The review integrates foundational theories such as the Expectation Confirmation Theory, Technology Acceptance Model, Unified Theory of Acceptance and Use of Technology, and conceptual models like the Webreep framework to explain how online service interactions shape consumer perceptions and behaviors. Empirical findings suggest that while E-SQ directly affects satisfaction, its effect on loyalty is often mediated by satisfaction and trust, with contextual factors such as cultural, demographic, and product-specific differences influencing these relationships. The paper highlights critical gaps in current research, including the underrepresentation of experiential and social commerce dimensions, and the need for longitudinal and comparative studies. Finally, the review proposes directions for future research, including the integration of emerging technologies such as AI-enabled personalization and augmented reality in online retail. The findings underscore the strategic importance of enhancing E-SQ to foster long-term loyalty among consumers of high-value electronic products.},
        keywords = {E-service quality, E-customer satisfaction, E-customer loyalty, consumer electronics, online retail},
        month = {February},
        }