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Toward the e-loyalty of digital library users: investigating the role of e-service
quality and e-trust in digital economy

Article in Library Hi Tech · June 2021

DOI: 10.1108/LHT-07-2020-0165

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Toward the e-loyalty of digital The e-loyalty

of digital
library users: investigating the role library users

of e-service quality and e-trust in

digital economy
Muhammad Khalid Anser Received 18 July 2020
Revised 12 February 2021
School of Public Administration, Xi’an University of Architecture and Technology, 6 May 2021
Xi’an, China Accepted 11 May 2021

Mosab I. Tabash
College of Business, Al Ain University, Al Ain, United Arab Emirates
Abdelmohsen A. Nassani and Abdullah Mohammed Aldakhil
Department of Management, College of Business Administration,
King Saud University, Riyadh, Saudi Arabia, and
Zahid Yousaf
Higher Education Department, KP, Government College of Management Sciences,
Mansehra, Pakistan

Abstract
Purpose – This study aims to investigate the role of e-service quality and e-trust for achieving e-loyalty among
digital library users in the digital economy. The current study examined the mediation effect of e-trust in the
connection between e-service quality and e-loyalty.
Design/methodology/approach – Cross-sectional design was applied for the purpose of data collection and
empirical findings of the study. Survey method was used for the purpose of data collection from 783 online
digital libraries users.
Findings – Results reveal that e-service quality positively predicts e-trust in digital economy. Moreover, in
digital economy e-trust predicts the e-loyalty. The findings also reveal that e-trust mediates the relationship
between e-service quality and e-loyalty links.
Originality/value – The finding of study suggested that individual level e-trust have a strong effect on e-loyalty
in digital economy. Individual level aspects in term of e-service quality have a direct effect on e-trust to improve
their e-loyalty. The finding indicated that digital libraries users in future will be more loyal toward e-service
quality providers. The results are useful for the management of digital libraries and academia for future. This is
the first study that includes e-service quality, e-trust and e-loyalty in the context of digital economy.
Keywords E-service quality, E-trust, E-loyalty, Digital economy, Digital library, Pakistan
Paper type Research paper

Introduction
Emergence of both digital technologies and digital economy plays an important role for
transforming the nature of all kinds of business processes and activities (Nambisan et al.,
2016). Digitalization transforms economy from traditional to the digital mode, which brings
worldwide changes in the operation of the business entities (Hira and Reilly, 2017; Palacios,
2003). The term digital economy is often recognized as an Internet economy or the new
economy (Hira and Reilly, 2017). Recently the digital economy has become an emerging
phenomenon of increasing importance for academia (Li et al., 2016). Moreover, the effects of
digital economy on global research scholars are very important. The outbursts of the Internet
Library Hi Tech
The authors would like to extend their sincere appreciation to the Deanship of Scientific Research at © Emerald Publishing Limited
0737-8831
King Saud University for funding this research group no. (1436-037). DOI 10.1108/LHT-07-2020-0165
LHT and electronic media in the 20th century, digital technologies have truly revolutionized the
world in 21st century by changing the very nature of educationalists around the globe
(Schou Andreassen and Pallesen, 2014). Delivery of services using digital technologies has
created far-reaching effects on the behavior of users in the context of digital economy (Rosch
and Schumacher, 2018). The e-service quality is concerned with the overall evaluations and
judgments of the service delivery via digital technologies (Santos, 2003). In this dynamic
digital economy, the e-service quality has become an integral part of organizational activities
regarding the customer attitude and behavior that has set its imprints on their e-trust and
e-loyalty (Al-dweeri et al., 2017; Giovanis and Athanasopoulou, 2014).
From a digital economy perspective, the role of digital libraries is very important
(Broekhuizen et al., 2019). E-service trend has also become an integral part of these digital
libraries for the development of the digital economy. The US Department of Commerce defined
digital economy as: the emerging digital economy is one through which the characterization of
the digital economy occurs by using the means of industries and IT-enabled forms of business
activity (Chhabra, 2018; Uprichard, 2013). Digital library refers to the digitalized databases that
have digital collections and repositories of digital objects including e-books, articles, images,
audio, videos and other digital documents. All these digital media formats and digital contents
are stored and accessed remotely through Internet and webs (Kang et al., 2016). In recent
decades, a rapid increase in the use of on-line services in both public and private sector has been
reported by researchers (Agrawal et al., 2019; Rahi and Ghani, 2019; Rahi et al., 2020). Majority
of these studies linked organizational e-service activities with organizational level construct, i.e.
organizational performance (Muhammed et al., 2017). However, the fact that has largely been
overlooked by researchers is the achievement of e-loyalty through high quality of e-service and
e-trust (Kaya et al., 2019; Zainul, 2019).
Offering effective e-service has become an integral part of organizational activities in the
digital economy (Chhabra, 2018). Recent deliberation about the involvement of business
organizations for the offering e-services suggested that, if services are properly offered, they
can increase the e-loyalty of customers in a more appropriate way (Kaya et al., 2019; Zehir and
Narcıkara, 2016). Moreover, according to Ghane et al. (2011), quality of e-service is critical to
attract customers and increase their loyalty. This study aims to investigate the role of
e-service quality on e-loyalty of digital library users.
E-loyalty is concerned with the attitudes or feelings that motivate a customer to revisit the
website for repurchasing a product/service from online platforms (Anderson and Srinivasan,
2003; Yoo et al., 2013). The notion of e-loyalty is discussed considerably in the realm of
e-commerce (M€agi, 2003). Various factors have identified and are available in the literature
that have an influential and positive impact on e-loyalty e.g. perceived value (Rahi and Abd
Ghani, 2016), community building (Valvi and Fragkos, 2012), satisfaction (Lopez-Miguens
and Vazquez, 2017), website security (Cui et al., 2018) and trust (Giao et al., 2020).
Besides these factors, e-service quality has appeared as one of the emerging forces that
contribute to satisfy the demands of online users and improve e-loyalty (Langer, 2018).
This online service quality consists of website efficiency, privacy and customer service with
online services delivered by digital libraries (Giao et al., 2020; Pham and Ahammad, 2017).
Although there is some evidence available on the link between e-service quality and various
types of organizational level construct like: market performance (Sunny and Abolaji, 2016),
financial performance (Benaroch and Appari, 2011) and business performance etc. (Doherty
et al., 2015). However, very few studies have empirically and specifically tested the effect of e-
service quality on individual level construct, i.e. e-loyalty. Therefore, the first objective of the
study is to address this issue especially in educational institutions.
Although, e-service quality gains a huge importance as it contributes significantly in the
online organizational activities (Kuo et al., 2009; Rosch and Schumacher, 2018). There is no doubt
that e-service quality is a critical factor, but alone, it is not sufficient to improve the e-loyalty.
Organizations need to understand and explore the internal mechanism that has an explanatory The e-loyalty
power to expose this mechanism clearly. Researchers explored various outcomes of e-service of digital
quality which positively affects e-loyalty. Among these factors the most important factorize-
trust that resultantly affects e-loyalty (see, e.g. Al-dweeri et al., 2017; Santos, 2003; Stamenkoy
library users
and Dika, 2016). The current study also aims at contributing to the existing body of knowledge
by analyzing the indirect effect of e-service quality on e-loyalty through e-trust. The term e-trust
represents a customer’s qualified confidence on the information and service he received from the
website, which gives him more confidence for online transactions (Ghane et al., 2011; Rose et al.,
2012). Hence this study suggests that e-service quality improves e-loyalty through e-trust.
All organizations have shifted from traditional systems to digitalized one and this shift of
focus is more profound in the context of digital libraries (Prougestaporn et al., 2015).
The expansion of digital libraries has created more access to global audiences, broadened
market reach, lowered the entry barrier to new markets, lowered cost etc.
These advancements enable the management of digital libraries to capture customer
loyalty through offering best e-service quality. This research discussed an upcoming issue
for management and practitioners to critically think for enhancing customers’e-loyalty. This
is the first research in the domain of digital economy about customers’ e-trust i.e. shown as
mediator between e-service quality and customers’e-loyalty. Customer loyalty remains an
untapped opportunity for all sorts of organizations and need more investigation. Hence our
suggested model can be used as a guideline for the management of digital libraries to attain
customer e-loyalty. This study will be very useful for Hi-Tech library users in future, because
it is conducted on the basis of 783 digital library users. Hence, it is proved that e-service
quality and e-trust are major determinants of e-loyalty in digital economy.
According to the structure of this study, the next section entails critical review of the
available important literature. Third section of the paper discusses the research methodology
and data sources. The subsequent sections describe the results of analysis, conclusion,
recommendations and policy implications.

Literature
E-service quality and e-loyalty
Due to massive online business activities around the world e-service quality has become an
integral part of organizational life in the digital economy (Oliveira et al., 2017; Taherdoost,
2018). E-service is a hypothetical construct which is concerned with service offered via digital
technologies (Baumann et al., 2017; Hung et al., 2014; Nambisan et al., 2016). Recently, issues
regarding e-service quality have been discussed and identified as the integral part of the
organization in digital economy (Fu Tsang et al., 2010; Srivastava and Rai, 2013). E-service
represents positive views of an organization regarding online service when customers
perceived more confidence for the websites (Kim et al., 2016). Mou et al. (2017) defined
e-service quality as the customers’ confidence, efficiency and service for websites through
which online services offered by the organization. Therefore, e-service quality consists of
three key factors perceived by customers i.e. website efficiency, website privacy and
customer service about websites (Al-dweeri et al., 2017; Agrawal et al., 2019).
On the other hand, e-loyalty also becomes an emerging construct for the organization due
to online economic activities (Kim et al., 2009). The concept of e-loyalty is similar to the
concept of loyalty, in the sense that it established customer purchase behavior and repeated
economic transactions with business (Sadeghi et al., 2019; Shahabuddin, 2014). Building and
preserving brand loyalty gain strategic importance in the field of marketing (Lee and Wong,
2016). In this regard, maintaining the long term customer relationships is valuable for the
organization instead of reliance only on occasional transaction and exchange (Kassim and
Abdullah, 2008). In recent decades the notion of brand loyalty has been exchanged or
expanded with e-loyalty or online loyalty (Valvi and Fragkos, 2012). E-loyalty is defined as
LHT the customer commitment and attitude in use of service or product delivered via the Internet
using a variety of websites (Li et al., 2015).
Numerous studies have highlighted a positive relationship between e-service quality and
e-loyalty (see, e.g. Amin, 2016; Al-Hawari, 2014). According to (Al-dweeri et al., 2017) e-service
quality determines customer repurchasing behavior through website which provides more
efficiency, privacy and satisfaction. Anderson and Srinivasan (2003) also argued that
e-service quality positively affects customers’ e-loyalty. Chen et al. (2013) also stated that
those customers who were having good perception for service offered using websites are
more likely to show higher loyalty. Based on these arguments, we hypothesized that:
H1. E-service quality positively affects e-loyalty.

E-service quality and e-trust

E-trust is defined as a customer’s confidence on information offered by websites. It is based
on his experience and assurance on the information and service he received from the website,
which gives him more confidence for doing online economic activities (Yousaf et al., 2018).
E-service quality which is evaluated by the customers in respect of online exchange of
product or service has influential impact on e-trust (Ghane et al., 2011). When customers are
more satisfied with online service in term of efficiency, system availability and privacy of
their exchange data increases the level of trust (Al-dweeri et al., 2017; Nunkoo, 2018).
Numerous studies have highlighted a positive relationship between e-service quality and
e-trust (see, e.g. Chhabra, 2018; Ghane et al., 2011). According to Giovanis and
Athanasopoulou (2014), e-service quality is a significant predictor of e-trust of customer.
Zainul (2019) also stated that quality of e-service gives more confidence and trust on the
online service offered by the organization. Based on these arguments, we hypothesized that:
H2. E-service quality is positively correlated with e-trust.

E-trust and e-loyalty

E-loyalty presents the behavior and attitude of the customer which is concerned with the
re-purchase and revisits to specific website for purchasing a particular product or service
(Izogo, 2015; Lee and Wong, 2016). An individual is more inclined towards repeated visits to
the websites that are used for online service, when he feels more trust for the website
application, information and privacy (Chu et al., 2012). Customers’ confidence and credibility
regarding e-service generate higher levels of e-loyalty (Giao et al., 2020; Liu et al., 2014). This
confidence and credibility of the customer increases the level of trust for service providers
which in turn improve customer e-loyalty (Zainul, 2019). Higher level of trust enhances the
customer commitment that produces a repurchasing intention of the customer which is
considered as a sign of e-loyalty (Thaichon and Quach, 2015). When organizations improve
the trust level of their customer with quality e-service, it indirectly enhances the customer
e-loyalty (Kim et al., 2009). Moreover, it is argued that higher level of e-trust enhances the level
of customer e-loyalty (Chu et al., 2012). In line with these arguments we hypothesized that:
H3. E-trust is positively related to the e-loyalty.

Mediating role of e-trust between e-service quality and e-loyalty link

E-loyalty becomes an emerging phenomenon for all kinds of commercial landscape (Zehir and
Narcıkara, 2016). The reasons behind this emerging phenomenon are due to the involvement
of digital technologies in business economic activities (Gao and Waechter, 2017).
Organizations are continuously trying to develop the trust of customer by providing
quality e-service which is desirable. According to Zainul (2019) developing customer e-trust in
response to e-service quality positively affects e-loyalty. Therefore, e-trust is a valuable
means to ensure the e-loyalty (Kassim and Abdullah, 2010). From this perspective, e-trust
plays an important role and act as a bridge between e-service quality and e-loyalty of The e-loyalty
customer. Mediating role of e-trust between e-service quality and e-loyalty can be explained of digital
and justified with the help of this logic. Such as e-service quality stimulates customers more
confidence and trust that are the foundation for customer’s e-loyalty. Therefore, it is argued
library users
that customer positive evaluation toward e-service ensures the development of e-trust, which
ultimately, enhances the customer’s e-loyalty. In line with above assumptions, we formulated
the hypothesis:
H4. E-trust positively mediates the association between e-service quality and e-loyalty.

Theoretical framework
Figure 1 presents the association among the independent, mediators and dependent variables
of the study. In the current study we used three constructs, i.e. e-service quality (independent),
e-trust (mediator) and e-loyalty (dependent).

Methodology
Data collection and participants
A cross-sectional plan was used for the investigation of association among the constructs of
hypothesized models. To identify a representative sample, a list of 5 public and private
universities was prepared through personal meetings with Internet administrators, director
quality enhancement cells and digital library administrators. These senior members
provided the list of their employees who used digital libraries and purchased e-books, articles
and other digital contents through university digital platforms. The combined list from 5
universities consists of 2,245 members. All these members were initially contacted via
telephone and email but only 1,157 were willing to participate. Questionnaires were sent to
these 1,157 participants with a cover letter explaining the details of research. After 3 months’
consistent efforts only 812 responses were received out of which 783 were useable.
The participants of this study include doctors of philosophy in different disciplines like;
management, HR, marketing, supply chain management, genetics, IT, education, other social
sciences and physical sciences. Most of the doctors who participated in research were
professors, associate professors, assistant professors, lecturers and performing their duties
as permanent employees. Besides this, the major portion of participants of this study includes
students of research programs, i.e. PhD scholars, master’s students etc. The ratio using digital
libraries on the part of these students was higher than regular teaching staff in each
university. Among useable 783 responses 496 respondents were PhD and master’s students.

Measurement
To get information from respondents, a questionnaire and a detailed cover letter was used.
Questionnaire was designed using pre-tested questions about online service, e-trust and
e-loyalty. The services of 2 experts from academia and 3 IT professionals were also acquired

Figure 1.
Theoretical framework
LHT to improve the understandability of the questionnaire. A five-point Likert scale (1 5 strongly
disagree to 5 5 strongly agree) was used to measure the concepts.

E-service quality
E-service quality was measured with 14 items scale of its three dimensions: efficiency
(5-items), privacy (4-items) and customer service (5-items). The items of the said three
dimensions of e-service quality have been adapted respectively from the work of Al-dweeri
et al. (2017) and Ahmad and Khan (2017). These items generated an alpha value of Items of
efficiency includes; “(1) When I use the website there is very little waiting time between my
actions and the website’s response and this website loads quickly. (2) Operating the website is
easy for me. (3) Interaction with the website is clear to me. (4) Navigation is easy on this
website. (5) Using the website is easy for me”. Privacy items includes; “(1) I feel safe while
completing my transactions. (2) I feel safe while completing my transactions. (3) I feel secure
about my personal information. (4) This website is trustworthy”. Customer service items
includes; “(1) Information provided by the website is believable. (2) I get timely information on
the website. (3) Information on the website is relevant. (4) The website allows me to interact
with it to receive tailored information. (5) I can interact with the website in order to get
information tailored to my specific needs.”

E-trust
E-trust was measured through a three-item scale. These items were adapted from the work of
Kim et al. (2009). The items generated an alpha value of “(1) I believe that Internet shopping is
a secure activity. (2) E-commerce sites are trustworthy. (3) e-commerce webs give the
impression that they will keep commitments. (4) I have high level trust level in e-commerce
activities and webs.”

E-loyalty
E-loyalty was measured through a 7-item scale. These items were adapted from the work of
Srinivasan et al. (2002), Zeithaml et al. (1996). The items generated an alpha value of E-loyalty
refers to the willingness of customer to pay more and continue purchasing for acquiring
specific services. The questions asked from digital library users are as follows. “(1) When I
need to make a purchase, this website is my first choice. (2) I believe that this is my favorite
retail website. (3) I say positive things about the digital libraries to other people. (4) I
recommend the digital libraries to someone who seeks my advice. (5) I encourage friends and
relatives to use digital libraries. (6) I consider the digital libraries as my first choice to buy
services. (7) I want to do more business with digital library in the next few years.”

Assessment of measurement model

Table 1 gives the overview of reliability statistics of all composites and their indicators.
These include the values of factor loadings of all indicators, composite reliability, Cronbach’s
alpha and average variance extracted (AVE) as recommended by Roldan and Sanchez-
Franco’s (2012). Moreover, indicator reliability is also calculated by taking square of indicator
loadings as suggested by Wong (2013). It is clearly evident that all the composites and
indicators are above the minimum acceptable values with the guidance of (Fornell and
Larcker, 1981). All factor loadings are greater than the minimum required value of 0.70,
indicators reliability values are greater than 0.4 that is minimum threshold value. Similarly,
composite reliability is greater than the minimum acceptable value of 0.6 (Bagozzi and Yi,
1988), Cronbach’s alpha of all the composites is greater than 0.7 which is acceptable. AVE
depicts the convergent validity of the latent variables which needs to be greater than 0.5
Constructs FL AVE C.R Alpha
The e-loyalty
of digital
E-loyalty 0.73 0.88 0.847 library users
E-Loy1 0.843
E-Loy2 0.818
E-Loy3 0.834
E-Loy4 0.861
E-Loy5 0.821
E-Loy6 0.842
E-Loy7 0.851
E-service quality 0.71 0.89 0.849
E-SQlty1 0.871
E-SQlty2 0.823
E-SQlty3 0.847
E-SQlty4 0.832
E-SQlty5 0.869
E-SQlty6 0.825
E-SQlty7 0.874
E-SQlty8 0.864
E-SQlty9 0.873
E-SQlty10 0.869
E-SQlty11 0.857
E-SQlty12 0.859
E-SQlty13 0.817
E-SQlty14 0.826
E-trust 0.74 0.90 0.824 Table 1.
E-Trt1 0.874 Results of factor
E-Trt2 0.895 loading, CR, AVE and
E-Trt3 0.882 alpha value

which is the minimum acceptable criteria according to Bagozzi and Yi (1988). Discriminant
validity is calculated manually by taking square root of AVE values for each composite
separately and then comparing with the correlation values with other latent variables.

Analysis and results

Data analysis includes indicators reliability, composite reliability, AVE, discriminant
validity, checking structural path significance using p-values and calculation of path
coefficients, model fitness, values of R square and adjusted R square (Yousaf, 2021; Yousaf
et al., 2021).

Confirmatory factor analysis

Confirmatory factor analysis (CFA) technique was conducted using AMOS 7.0 software in
order to examine the model fitness (Yousaf et al., 2019). The verification of models fitness we
have used three separate models with different configuration. The three factors model merges
e-service quality into one factor and considered e-trust as a second factor and e-loyalty as a
third factor The results of CFA on the four-factor model show data is a good fit (χ 2 5 154.22;
df 5 123; p < 0.001; CFI 5 0.94; GFI 5 0.92 and SRMR 5 0.049).

Correlation
Table 2 shows the statistical results of correlation among the variables of the study. As it is
clearly evident from the results that e-service quality is significantly correlated with e-trust
LHT (r 5 0.315) and e-loyalty (r 5 0.263). The results also confirmed that e-trust is significantly
correlated with e-loyalty (r 5 0.34).

Hypothesis testing
To test the research hypotheses stepwise regression technique has been utilized. The results
of analysis are shown in Table 3. H1 proposed that e-service quality predicts e-loyalty. The
result of Model-2 depicted in Table 3 entails that e-service quality is positively and
significantly associated to e-loyalty (Beta 5 0.387 (t value 5 7.618), p 5 sig). Hence, the study
hypothesis 1 is supported. H2 was also accepted and Model-1 confirmed that e-service quality
is significantly associated to e-trust (Beta 5 0.357 (t value 5 9.274), p 5 sig). These findings
support the study hypothesis 2. Results of Model-3 shows that e-service quality is
significantly associated to e-trust (Beta 5 0.399 (t value 5 11.257), p 5 sig). Hence, the study
hypothesis 3 was supported. H4 proposed that e-trust mediates between e-service quality and
e-loyalty link. To test mediating effect, we used both Baron and Kenny (1986) and Preacher
and Hayes (2008) approaches. According to Baron and Kenny (1986) 4-steps should be
conducted to check mediating analysis. Table 3 shows that all the criteria suggested by Baron
and Kenny approach were met, i.e. Model-2 shows significant effect of e-service quality on
e-loyalty and proved H1. Model-1 shows association between e-service quality and e-trust and
proved H2. Similarly, the significant association between e-trust and e-loyalty proved in H3.
When we added mediator (e-trust) with independent variable (e-service quality) in Model-4
the impact of e-service quality on e-loyalty has major reduction from (“Beta value 5 0.38,
p value 5 sig” to “Beta value 5 0.16, p value 5 sig”) showing that e-trust partially mediates
the relation between e-service quality and e-loyalty. Hence, H4 of the study is proved. The
results of H1, H2, H3 and H4 are presented in Table 3.
In order to verify the significance and size of indirect effect of e-service quality on
e-loyalty, the normal test theory approach was utilized. As Preacher and Hayes (2008) argued
that statistics for total, direct as well as indirect effects are measured from the outcomes of
normal test theory. SPSS version of PROCESS Macro was used for the measurement of direct

Sr Variables Mean SD 1 2 3 4 5 6

1 User age 1.23 0.42 1

2 User education 186 0.54
0.195 1
3 User experience 1.24 0.43
0.003 0.054 1
4 E-service quality 3.66 0.58
0.097
0.071
0.019 1
Table 2. 5 E-trust 366 0.64 0.083*
0.146
0.053 0.315** 1
Correlation, SD 6 E-loyalty 3.55 0.69
0.086
0.016
0.033 0.263** 0.34** 1
and mean Note(s): *p < 0.05; **p < 0.01

E-trust E-loyalty
Details Model-1 Model-2 Model-3 Model-4

E-service quality 0.357** 0.387** 0.161**

E-trust 0.399** 0.323**
Table 3. F-statistics 86.008 58.027 126.724 75.974
Results for testing T-value 9.274 7.618 11.257 7.058
structural flexibility as R 0.315 0.263 0.374 0.404
mediator Note(s): **p < 0.01; p < 0.05; p > 0.10
and indirect effects as these tests are reliable for mediation tests (Yousaf and Majid, 2016, The e-loyalty
2017, 2018). Table 4 presents the result of direct and indirect effects. Results of PROCESS of digital
Macro analysis presented in Table 4 explained total effect (Beta 5 0.395, p value 5 sig), direct
effect (Beta 5 0.242, p value 5 sig) and indirect effect (0.1530, p value 5 sig), of e-service
library users
quality on e-loyalty through e-trust. The outcome of Sobel test, i.e. (Z 5 6.5659, LLCI 5 0.1073;
ULCI 5 0.1986) also presented a strong evidence of an indirect effect of e-service quality on
e-loyalty via e-trust. Hence the study hypothesis 4 was supported. The results of indirect
effect are shown in Table 4.
The results are also present via Figure 2.

Discussion
In this study, we have developed and tested a model, which presents the e-service quality
(efficiency, privacy and customer service) is positively related to e-trust, e-satisfaction and
e-loyalty. Besides this, the mediating role of e-trust and e-satisfaction in the relationship
between e-service quality and e-loyalty has also been tested. In order to explore the
aforementioned links, four hypotheses were developed and tested, and findings of this study
supported all of them. H1 of the study confirms that e-service quality is the main factor which
causes e-loyalty (Al-dweeri et al., 2017; Sadeghi et al., 2019). E-service quality is the main
source for developing e-trust and e-satisfaction. As regards H2, it was proposed that e-service
quality has a positive association with e-trust. The analysis confirms the proposed
relationship as a visible positive relationship has been found between e-trust and e-loyalty.
Regarding H3, the results show that e-trust has significant association with e-loyalty. It is the
customer’s confidence and credibility which encourages them to revisit a particular website
for economic activities. Regarding H6, the results substantiate that e-service quality predicts
e-loyalty via e-trust. It is the customer attitude which causes adopting repurchase behavior
which ultimately enhances e-loyalty.

Theoretical contributions
The present study makes remarkable contributions to the existing body of knowledge as well
as digital economy literature in a very special and distinctive manner. It is the first ever
research endeavor in academia, which explores the mechanism of e-loyalty enhancement
through e-trust and e-satisfaction in the context of Hi-Tech library management and users.
It is significant to study customer’s loyalty through e-service quality (Goutam et al., 2021);
however, the findings are significant for extending this phenomenon in digital libraries.
The recent work of Jameel et al. (2021) acknowledged that e-satisfaction of university level
students majorly depends on e-service quality. Our study is important as it extended this
work and added that besides e-service quality the role of e-trust is also very imperative to
achieve e-loyalty.
The core strength of this study is that it is one of the rarest studies which have taken a
comprehensive view of e-service quality in determining e-loyalty among digital library users.
There exists hardly any previous study which has given a thorough explanation to enhance
e-loyalty in digital economy context. There was a dire need to explore e-loyalty in the context
of digital economy, hence, new theory has been offered by current research to fill this
literature gap. Secondly, the present study makes contribution to the existing literature by
giving e-loyalty model for digital library users with special reference to the developing
countries like Pakistan. The results of this specific study can be generalized as the current
world is based on digitalized systems hence, theoretical contribution of this study will be
implementable in future too. The model elaborates that how integration of different factors
like e-service quality and e-trust influences loyalty. When a customer has clarity of thoughts
 LHT

Table 4.

as Mediator)
Results of direct and
indirect effects (E-trust
E-loyalty
Indirect-effect (c
c0 )
Total-effect (c) Direct-effect (c0 ) Normal theory test
Independent B SE T Sig β SE T Sig B SE Z Sig LLCI ULCI

E-service quality 0.3957 0.0519 7.615 0.000 0.2427 0.0518 4.6725 0.000 0.153 0.0306 6.5659 0.000 0.1073 0.1986
and understanding regarding the quality of e-service, he/she will show more confidence and The e-loyalty
trust on the website used for the delivery of online services (Swaid and Wigand, 2009). of digital
Therefore, the management concerned should make efforts for providing e-services with
reliable digital sources to improve the trust of the customers. Customers felt more satisfaction
library users
when they perceived the efficiency, availability and privacy of websites of their online
services (Zhang and Von Dran, 2000). Fourth contribution of this research study is the
examination of e-service quality in bringing e-loyalty through e-trust and e-satisfaction.
E-trust is an important element on the part of digital library users which ultimately boosts up
his/her e-loyalty in the virtual settings (Chhabra, 2018; Zainul, 2019). There is a lack of
evidence in the existing literature clarifying e-trust regarding its determinants and outcomes.
Thus, to fill up this research gap in the existing body of knowledge, the present study focuses
on e-service quality as a prospective determinant of e-trust and e-loyalty as an outcome.

Practical implications
The present research also has important implications for management in practice. First, the
findings of the study suggest that e-loyalty can be enhanced at individual level through
e-loyalty and e-trust. In this respect, it is imperative to note that since, trust of digital library
users regarding online services is a motivational aspect on the part of digital library users.
Therefore, the policymakers and other managerial bodies should focus on the development of
e-service quality for the reason that an efficient online service will motivate an individual for a
longer period of time (Zeglat et al., 2016). This thinking will be very supportive and helpful for
managing future issues. The worth of this study for practical management is also important
from a digital economy context. In the current dynamic world all the activities become
digitalized and Hi-Tech libraries are also facing the same issue. Therefore, these digitalized
libraries should improve the e-services and its quality to attract new users and their loyalty.
Second important implication of this study is that, in order to enhance the confidence level,
the role of e-service quality in the form of efficiency, privacy and customer service is very
important. This study is providing a direction to management to offer quality e-service to
inspire digital library users and they would be more encouraged to show e-trust which is a
prerequisite for e-loyalty. Another important implication of the study is a joint effect of
e-service quality and e-trust on e-loyalty. When customer are having confidence for the
delivery of online service due to quality characteristics of e-service and this confidence results
in concrete actions such as e-trust and e-satisfaction, this combination of trust and
satisfaction results in having better e-loyalty.

Limitations and future research

Despite significant implications of the present study, it is not without limitations, which are
recorded here with a view that these may prove helpful for future studies. The study used
e-trust as a mediator between e-service quality and e-loyalty; if a different mediator is
incorporated to the present framework, the relationship may become more powerful and
comprehensive. The research was conducted on digital library users; therefore, the results of
this study may not be generalized to the other industries or any other service sector industry.

Figure 2.
Results of H1, H2, H3
and H4
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About the authors

Dr. Muhammad Khalid Anser works as an Assistant Professor in the School of Public Administration, Xi’an
University of Architecture and Technology, China. Before this, he has experience of many years as a lecturer
in economics in the Punjab higher education department selected through Pakistan Public Service
Commission. He has published many research papers in impact factor peer-reviewed journals as the lead
author. He also has presented various research papers at different national and international conferences.
Dr. Mosab I. Tabash is Professor in College of Business, Al Ain University, Al Ain, United of Arab
Emirates.
Dr. Abdelmohsen A. Nassani is Professor at Department of Management, College of Business
Administration, King Saud University, P.O. 71115, Riyadh 11587, Box Saudi Arabia.
Dr. Abdullah Mohammed Aldakhil is Professor at Department of Management, College of Business
Administration, King Saud University, P.O. 71115, Riyadh 11587, Box Saudi Arabia.
Dr. Zahid Yousaf is Assistant Professor in Government College of Management Sciences,
Abbottabad-Pakistan. He obtained M.Com from University of Peshawar Pakistan. He obtained his MS
and PhD-Management Sciences from Hazara University, Pakistan. He is author of more than 55
publications in different Peer reviewed and SSCI research journals. His work has been published in
Journal of Organizational Change Management, International Journal of Contemporary and Hospitality
Management, Journal of Cleaner Production, Environmental Science and Pollution Research, European
Journal of Innovation Management, Eurasian Business Review, Management Decision, Environmental
Research, Corporate Social Responsibility and Environmental Management etc. He has presented
various research papers in different international Conferences. He is supervising various international
Masters and PhD Scholars and he is available to guide business scholars. Zahid Yousaf is the
corresponding author and can be contacted at: muhammadzahid.yusuf@gmail.com

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