Thesis:

Determining the mediating relationship of relationship quality in the relationship between service quality and customer loyalty

This study aims to examine the impact of product quality and online shopping experience on customer loyalty with the mediating role of customer satisfaction among Digikala customers in Sabzevar city. In light of the increasing competition in Iran’s e-commerce landscape and the critical importance of loyal customers for the sustainability and growth of online businesses, identifying the factors affecting customer loyalty in online retail is essential. Thus, product quality and online shopping experience, as significant determinants shaping customers’ perceptions, emotions, and behaviors, form the central variables of this research. The statistical sample consists of 384 Digikala customers in Sabzevar, selected using the Cochran formula and random sampling method. Data were collected through a standard questionnaire, and Structural Equation Modeling (SEM) with SmartPLS software was employed to analyze the relationships among variables. The findings indicate that product quality has a positive and significant effect on customer satisfaction. Additionally, the online shopping experience plays a key role in enhancing both customer satisfaction and loyalty, with both factors positively influencing ultimate customer loyalty by increasing the level of satisfaction. Path analysis results reveal that customer satisfaction serves as a significant mediator between product quality and online shopping experience with customer loyalty; that is, even if factors such as product quality do not directly impact loyalty, they can strengthen it by improving satisfaction. These results underline the importance of continuous improvement of product quality, facilitating the online shopping process, providing effective support services, and ensuring transparency of product information, all of which can guarantee greater customer satisfaction and loyalty.In conclusion, it is recommended that Digikala managers, in addition to paying special attention to quality control and elevating the online shopping experience, also focus on continuously enhancing customer satisfaction as a key strategic approach. By doing so, they can develop and solidify their long-term success. This research, with its emphasis on the Sabzevar customer base, offers valuable insights for the development of customer-oriented policies in Iranian online stores and provides a practical framework for the sustainable advancement of e-commerce businesses

Keywords: Keywords: relationship quality, service quality, loyalty and customer..