Influence of E-Service Quality Dimensions on Repurchase Intention for Digital Products: The Role of Satisfaction and Trust Among Young Consumers in Chattogram City, Bangladesh

Abstract

This study aims to analyze the digital product marketplace in Chattogram, Bangladesh by investigating the influence of e-service quality dimensions, namely reliability, responsiveness, security, and convenience, on mobile-first young consumers' satisfaction, trust, and repurchase intention. Using repurchase intention as a primary indicator of digital loyalty, the study contributes to existing literature by considering theories such as the Expectancy-Confirmation Theory, Relationship Marketing Theory, and Trust-Commitment Theory. Data were collected through a quantitative survey of 313 participants and analyzed using SmartPLS 4. The results revealed the significant influence of responsiveness, security, and convenience on customer satisfaction, which in turn influences trust-building and drives willingness to repeat purchases. Responsiveness was revealed as the strongest predictor, while reliability showed no impact due to the young consumers' higher tolerance for minor errors in the case of intangible digital transactions. The findings emphasize the application of e-service quality in digital environments to help strengthen trust and satisfaction among young consumers while reducing risks and concerns. Furthermore, the study offers practical guidance to policymakers in support of Bangladesh Digital Transformation 2030 to create a long-term safe economy for all. Limitations regarding the regional scope, cross-sectional design, and purposive sampling offer opportunities for future research in this area.