Enhancing Loyalty through E-Service Quality and Brand Experience: The Role of Customer Satisfaction in Nike’s Indonesian Market

Abstract

The rapid expansion of digital commerce has significantly elevated part of electronic service quality (e-service quality) and brand experience in influencing competitive strategies, especially for global brands like Nike. As a dominant force in the sportswear industry, Nike has continually adapted to meet its customers' evolving needs, not only by offering innovative products but also by delivering high-quality digital experiences. This study specifically examines Nike’s Indonesian market, exploring the effects of e-service quality and brand experience on brand loyalty, with customer satisfaction acting as a mediating variable. There was utilization of a quantitative research design and information was gathered through Google Forms using purposive non-probability sampling, resulting in a total of 207 respondents. The information was examined using Structured Equation Modelling-Partial Least Square (PLS-SEM) to investigate the connections between the variables. The outcomes show that e-service quality has a substantial beneficial result for both customer satisfaction and brand loyalty, indicating that a strong digital service environment is essential to fostering loyalty. Additionally, brand experience constructive effects customer satisfaction, though it doesn't directly impact brand loyalty. Customer satisfaction was found to mediate the relationship between e-service quality and brand loyalty, underscoring its crucial role in maintaining customer loyalty. However, the data did not support customer satisfaction as a mediator between brand experience and brand loyalty. These results offer valuable insights for global brands like Nike, highlighting the direct influence of e-service quality on brand loyalty. This underscores the importance of prioritizing customer satisfaction and enhancing the overall digital service experience to remain competitive in the market.