The role of e-service quality and mediating effects of customer inspiration and satisfaction in building customer loyalty

The study aims to assess the influence of e-service quality (e-SQ) on customer inspiration (CI) and customer satisfaction (CS), and the impact of CI on customer loyalty (CL) for online food ordering and delivery (OFD) platforms in an emerging market based on self-regulation processes. The results reveal CI as the primary outcome of e-SQ and as a mediator significantly influences CL. CI influences CL with CS as a mediator. Marketers could offer relevant information related to their new product assortments, ideas, and food delicacies on their websites with personalized messages and advertisements resulting in CI. An inspired and satisfied customer may reuse the website and provide positive recommendations to others, ensuring loyalty. The marketers in the emerging markets should look to provide online platforms to customers for sharing their degree of satisfaction, feedback, and positive recommendations through dedicated blog columns, online communities, and review sections.