Abstract :
The research investigates the impact of e-service quality on customer loyalty in highly interactive industries. It emphasizes understanding the relationships between various dimensions of e-service quality—usability, information quality, reliability, assurance, responsiveness, and personalization—and key customer outcomes like engagement, satisfaction, and loyalty. The study aims to gather 384 responses from adults aged 18 and older and considers how demographic characteristics and cultural differences influence these relationships. It confirms that e-service quality and perceived value affect satisfaction and engagement, which in turn influence loyalty. Additionally, it highlights the mediating roles of psychological factors and the importance of demographic and cultural differences in customer perceptions and responses to services.