Online Transportation User Loyalty: Empirical Evidence from Service Quality and Digital Satisfaction

Abstract

This study examines the effect of E-Service Quality on E-Loyalty, with E-Satisfaction positioned as a mediating variable among Grab users in Bandung City. A quantitative approach was applied using descriptive and explanatory methods. Data were obtained through questionnaires distributed to 100 Grab users residing in Bandung and were analyzed using Structural Equation Modeling–Partial Least Squares with SmartPLS 4.1. The findings indicate that E-Service Quality has a positive and significant effect on E-Satisfaction. E-Service Quality also exerts a positive and significant influence on E-Loyalty. In addition, E-Satisfaction has a positive and significant effect on E-Loyalty and mediates the relationship between E-Service Quality and E-Loyalty. Descriptive results show that users’ perceptions of electronic service quality, digital satisfaction, and loyalty remain below an optimal level. These findings suggest that loyalty toward online transportation services is shaped not merely by the availability of an application or promotional offers, but by the quality of the digital experience perceived by users. Accordingly, online transportation providers need to strengthen application reliability, service responsiveness, information clarity, transaction security, ease of use, and complaint resolution so that user satisfaction and loyalty can be sustained over time.