Investigating the complex drivers of loyalty in e-commerce settings.

The article presents a research study on the drivers of loyalty in electronic commerce (e-commerce) settings in Qatar such as trust, customer satisfaction, and service quality. The study applied a survey method which used the gap analysis or SERVQUAL approach, structural equation modeling, and confirmatory factor analysis (CFA) while data were analyzed through p-statistic, degrees of freedom (df), and Chi-square goodness-of-fit. Results showed that word-of-mouth (WOM) is a driver of intention and trust which was established by assurance.