Chapter 21: Examining the Factors Affecting E-Loyalty in Jordanian Telecommunications: The Role of E-Satisfaction as a Mediator

This research examines the factors affecting electronic loyalty among customers of Jordanian telecommunications companies, focusing on the role of electronic satisfaction as a mediator. Specifically, it examines the effects of electronic word of mouth, brand image, electronic service quality, and electronic trust on customers' electronic loyalty. Notably, data were collected through a convenience sampling of 248 participants who utilized electronic services provided by Jordanian telecommunications companies. Moreover, the research employs a survey approach using a five-point Likert scale to measure these factors. Data gathered from this research were analyzed using SPSS v28, and structural equation modeling was conducted with SmartPLS 3. The findings reveal that electronic word of mouth and electronic satisfaction have a positive effect on electronic loyalty. Moreover, electronic service quality, electronic trust, and electronic word of mouth positively affected electronic satisfaction. However, contrary to established assumptions, brand image, electronic service quality, and electronic trust do not significantly affect electronic loyalty. Additionally, brand image does not positively affect electronic satisfaction. The research concludes with theoretical and practical implications and suggests directions for future research in this area. These insights aim to help Jordanian telecommunications companies enhance customers’ electronic loyalty through improved electronic satisfaction.