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Business, Management and Accounting› Organizational Behavior and Human Resource Management› Customer Service Quality and Loyalty

E-commerce behaviour — E-service quality and e-trust as drivers of customer e-satisfaction and e-loyalty

Submitted 2026-10-22

Field: Business, Management and Accounting › Organizational Behavior and Human Resource ManagementType: No effect foundArea: e-commerce behaviourTarget: E-service quality and e-trust as drivers of customer e-satisfaction and e-loyaltyStage: full study

Hypothesis

Better e-service quality and greater e-trust would raise online-shop customers' satisfaction and loyalty, and satisfaction would in turn raise loyalty.

What failed

In a PLS structural equation model fitted to 432 online-shop customers in Banten, Indonesia, every hypothesised path was non-significant: e-service quality and e-trust on satisfaction, both on loyalty, and satisfaction on loyalty.

Broken assumption

E-service quality and trust reliably drive online customer satisfaction and loyalty.

Why

The paper reports the non-significant coefficients and their signs without identifying a cause.

From the published paper: Juwaini et al. International Journal of Data and Network Science, 2022. ↗CC BY

Research ideas from this failure

Unvetted lead — read the papers

New hypotheses this failure suggests, each with a crucial experiment, a rival explanation of the original result, and the papers it rests on. Written by AI from paper titles and abstracts found on OpenAlex (and Europe PMC, for life and health sciences).

Related failures

Nothing else logged looks close to this one yet.

Links in published research

Where this experiment's genes are known to matter outside its own research area, and the papers behind those links. Sources: Open Targets Platform and Europe PMC.