The Influence of Customer Perceived Value, Satisfaction, and Trust on Loyalty among E-Shoppers in Palestine’s E-Commerce Platforms

Abstract

E-commerce has grown significantly in the past few years and has significantly affected the retail industry worldwide, including Palestine. Due to the improved Internet connectivity, high usage of smartphones, and the young population of Palestine, the e-commerce industry has rapidly developed. This research examines the relationship between customer-perceived value, satisfaction, trust, and loyalty concerning Palestinian e-shoppers in the context of local e-commerce platforms. The quantitative data were collected using a structured survey of (278) online shoppers and analyzed using SEM to test the proposed model. The results show that perceived value does not directly affect customer loyalty; the relationship is mediated by customer satisfaction and trust. In detail, a perceived value improves customer satisfaction and trust, both antecedents of loyalty. The satisfaction and trust of the customers are not just important; they are the foundation of their loyalty. These findings suggest that e-commerce platforms in Palestine need to embrace a comprehensive approach that aims to achieve a high level of customer-perceived value, satisfaction, and trust. By focusing on these aspects, online retailers can successfully build and sustain customer loyalty, thus guaranteeing continued growth and market leadership in the growing Palestinian e-commerce industry. This research provides theoretical implications for consumer behaviors in emerging markets and managerial implications for e-commerce firms that seek to enhance customer retention strategies.