1.
Hari Singh Saud
– Assistant Professor, Central Department of Management, Far Western University, Nepal.
2.
Rajender Kumar
– Professor, Department of Commerce, Rajdhani College, University of Delhi, New Delhi, Delhi, India.
3.
Lija Boro
– Assistant Professor, Department of Commerce, Aditi Mahavidyalaya, University of Delhi, New Delhi, Delhi, India.
4.
Tonali Ayengia
– Research Scholar, Department of Business Administration, School of Management Studies, Tezpur University, Assam, India.
Received 05-Jan-2026
Accepted 25-Jan-2026
Published 27-Feb-2026
Abstract
The quality of e-services is crucial to customer satisfaction and loyalty in online shopping, especially in the emerging e-commerce markets such as Nepal. This paper analyses the role of e-service quality dimensions in relation to customer satisfaction and the relationship between customer satisfaction and customer loyalty within the context of Nepal. The cross-sectional study design was applied, and 387 online buyers were sampled and the data were collected and analysed through the Partial Least Squares Structural Equation Modeling via SmartPLS 4and SPSS 26. According to the results, the strongest positive effects on customer satisfaction are associated with fulfilment quality (β = 0.233, p < 0.001) and website security (β = 0.230, p < 0.001), although merchandise attributes (β = 0.144, p = 0.003) and website design quality (β = 0.125, p = 0.016) also have a significant impact on satisfaction. Furthermore, customer satisfaction had a significant impact on customer loyalty (β = 0.394, p < 0.001). These findings are compelling arguments for the fact that e-service quality improves customer satisfaction and loyalty among online customers. The research provides theoretical insights by confirming the validity of the e-service quality model in developing nation contexts and provides practical insights that online customers can utilise to enhance the fulfilment process, the security of the websites, product representation and the customer engagement strategy.
