<![CDATA[This study investigates how digital service factors influence customer e-satisfaction and e-loyalty in Malaysia’s increasingly digitalized coffee market, using the ZUS Coffee mobile application as the research context. Grounded in Expectation-Confirmation Theory and the Technology Acceptance Model, the study examines the roles of e-service quality, online price transparency, digital promotion exposure, and perceived e-convenience. Data were collected through a quantitative survey administered via Google Forms to Malaysian consumers who had prior experience using the ZUS Coffee mobile application, with non-users excluded through a screening question. A total of 180 valid responses were analyzed using IBM SPSS. The findings show that digital promotion exposure and perceived e-convenience are the primary drivers of customer e-satisfaction. In contrast, customer e-loyalty is shaped mainly by e-service quality, online price transparency, and digital promotion exposure. Notably, perceived e-convenience demonstrates a negative association with e-loyalty, while customer e-satisfaction does not directly lead to loyalty.]]>
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