Abstract

Purpose – this study aims to investigate the relationship between service quality and customer satisfaction, customer satisfaction and customer trust, and customer satisfaction, customer trust, and customer loyalty. Design/Methodology/Approach – this study uses secondary data analysis and previous archive research methods to explore the factors affecting customer loyalty. This study uses three frameworks from previous studies to create a new conceptual framework. Findings – this study identifies the factors that influence customer loyalty on the JD e-commerce platform. This study investigates the connections between service quality and customer satisfaction, customer satisfaction and customer trust, and customer satisfaction and customer loyalty. Additionally, customer trust influences customer loyalty. Research Limitations/Implications – there are certain limitations in investigating the influencing factors of JD e-commerce platform customer loyalty. Previous research has been used for other specific purposes, rather than specifically for the JD e-commerce platform. In addition, due to the pandemic of COVID-19 in China, China's national policies and local regulations have affected the operation of e-commerce platforms and consumer habits to a certain extent, making consumer behavior different. Therefore, there are few studies on this aspect. Originality/value - this study is about the important influencing variables that affect customer loyalty on the JD E-commerce platform.