Affiliation:
1. Amity University, Noida, India
Abstract
This study delves into how electronic service quality (e-SQ) influences customer emotion and loyalty in India's dynamic super app environment. By surveying 269 users and employing structural equation modelling, the authors discovered that dimensions like “efficiency,” “fulfilment,” “privacy,” “system availability,” and “product portfolio” significantly shape customer emotion, which is crucial for nurturing loyalty. Particularly, “fulfilment” stands out as a key driver of emotion. These findings suggest super app developers should prioritize these e-SQ dimensions to enhance user experiences and foster loyalty. This research not only sheds light on e-SQ's pivotal role in the super app landscape, but also provides actionable insights for improving service quality in this innovative digital domain, marking a valuable addition to the existing literature.