Purpose – The purpose of this study is to investigate the relationship of e-service quality, perceived value, e-satisfaction, and e-loyalty in Facebook ads service.
Design/methodology/approach – Quantitative research is conducted by means of a survey among a sample of over 220 respondents via online survey and distributed to the Indonesian Facebook advertisers. Causal research design is used to evaluate cause-and-effect relationship between construct. SEM and mediation test are carried out in this study as well.
Findings – E-service quality identified as the most influential variable toward perceived value. While, e-satisfaction strongly associated with e-loyalty. The relationship between e-service quality and e-satisfaction is fully mediated by perceived value. Moreover, e-satisfaction fully mediates the relationship between e-service quality and e-loyalty, and perceived value and e-loyalty. Multiple mediation is evaluated, the influence of e-service quality on e-loyalty is fully and significant mediated by perceived value and e-satisfaction.
Research limitation – This study limits the respondents to Indonesian Facebook advertisers.
Practical implications – This study yields several practical directions for digital advertising agencies especially Facebook as the owner of Facebook ads service. From a managerial standpoint, Facebook company should pay more attention to advertisers perceived value and advertisers e-satisfaction. Because a good service quality could increase advertiser’s perceived value and e-satisfaction which lead to enhance advertiser’s e-loyalty. Additionally, digital advertising agencies should emphasize on information system service quality and customer service quality.
Originality/value – The research regarding the impact of e-service quality towards e-loyalty related to digital advertising service is still limited. Therefore, this study provides the better understanding about key factors that influence the e-loyalty of Indonesian Facebook advertisers.
