<![CDATA[Purpose – This study aims to investigate the mediating role of customer satisfaction in the relationship between service quality and customer trust on customer loyalty among Shopee Express users. Design/Methodology/Approach – This study employed a quantitative research approach focusing on Shopee Express users. Data were collected through a questionnaire administered to 200 respondents. Descriptive analysis of respondents’ characteristics was conducted using IBM SPSS Statistics 25, while hypothesis testing was performed using Structural Equation Modeling (SEM) with WarpPLS. Findings – The results indicate that service quality and customer trust have significant positive effects on customer satisfaction. Furthermore, service quality, customer trust, and customer satisfaction significantly influence customer loyalty. Customer satisfaction also significantly mediates the relationships between service quality and customer trust with customer loyalty. Originality/Value – This study contributes to the e-commerce service literature by examining the mediating role of customer satisfaction in the relationship between service quality, customer trust, and customer loyalty within the context of Shopee Express users. The findings provide practical implications for e-commerce service providers by highlighting the importance of delivering high-quality services, building customer trust, and enhancing customer satisfaction to strengthen customer loyalty.]]>
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