This paper presents the results of an empirical study on the relationship between service recovery quality, customer satisfaction and loyalty in Vietnam’s e-retailing. Structural Equation Modelling (SEM) is applied to analyze the data collected from experienced customers in online shopping in Vietnam from November 2018 to March 2019. The results of statistical analysis indicate that interactive fairness, outcome fairness, procedural fairness significantly impact on customer satisfaction which then increases customer loyalty. This study suggests that customer’s ability to locate and interact with technical support on a website and how a company treats the customer would significantly decide satisfaction and loyalty from customer. E-retailers in developing economies should consider service recovery process as the opportunity to gain customers’ purchase intentions.

Digital development transformation and rapid dissemination of technological innovations, has let various e-retailers site make an advanced investment to get the benefit of the latest business opportunity for building innovations. Thus, this study identifies the main effect of perceived e-retailers websites innovativeness on supply chain performance, functional competences, perceived self-congruence, customer hope, perceived service advantages, word of mouth behavior, and hedonic value. Data used in this study were collected from banking customers who own a visa card that allows them excute an online payment and the sample was tested on the analysis model using (SEM-PLS) tool. The results of the study support that e-retailers' website innovativeness was positively associated with the constructs of each innovation factor. The given analyses supervise practitioners for better management of e-retailers website innovation implementation along with the supply chain performance.

The purpose of this paper is to examine effects of hedonic and utilitarian aspects of consumer behaviour toward e-loyalty and how e-satisfaction plays a mediating role between them. A survey method was adopted to test the research model. The primary data for the survey was collected during January 2021, using the convenience sampling approach, from business school students. The structural equation modelling method was used to analyse the data with AMOS 22.0 software. The measurement model was estimated through a confirmatory factor analysis before testing the structural model framework and hypotheses (response rate 94.3%, n=264). The results showed that hedonic and utilitarian shopping values have great influence in shaping e-satisfaction. The study also highlights the importance of mediating the role of e-satisfaction between shopping values and e-loyalty. This research highlights why and how ‘satisfaction with website’ matters in the contribution of shopping values to behavioural outcomes by presenting its mediating role. The study offers implications and suggestions to e-retailers by specifying characteristics that should be given more consideration in order to increase online consumer e-satisfaction and e-loyalty. It also contributes to the present body of knowledge on shopping and buying behaviour in the online context, especially for those who have theoretical and managerial interests on the subject in emerging economies like Jordan. The novelty of the paper comes from the fact that it cumulatively captures the factors influencing online consumers’ loyalty in the Jordanian context, apart from validating the mediating role of e-satisfaction.