3170 Turkish Journal of Computer and Mathematics Education Vol.12 No.3(2021), 3170-3184 The Impact of E-Service Quality On Customer Engagement, Customer Experience and Customer Loyalty in B2c E-Commerce Jacinda Sukendi a , Nanang Harianto b , Susi Wansaga c , Willy Gunadi d a, b, c, d Business Management, BINUS Business School Master Program,Bina Nusantara University, Jakarta, Indonesia a jacinda.sukendi@binus.ac.id, b nanang.harianto@binus.ac.id, c susi.wansaga@binus.ac.id, d wgunadi@binus.edu Article History: Received: 10 November 2020; Revised 12 January 2021 Accepted: 27 January 2021; Published online: 5 April 2021 _____________________________________________________________________________________________________ Abstract: The purpose of this research is to examine the correlation of e-service quality, customers‟ experience, customers‟ engagement, and customers‟ loyalty within B2C e-commerce. This paper describes a theoretical model for investigating the main dimension that influences on e-service context for loyalty: website design, fulfillment/reliability, customer service and security/privacy. Survey data were collected from 205 respondents who had made transactions through B2C e-commerce website in the last six months. The partial least squares technique was applied to test the research model. Based on the theoretical model, a comprehensive set of hypotheses were formulated and a methodology for testing them was outlined. These hypotheses were tested empirically to demonstrate the applicability of the theoretical model. The results indicate that customer experiences are influenced by e-service quality, customer engagement alongside with loyalties with B2C E-commerce. Meanwhile the other two factors, customer engagement and e-service quality were not influential to customer loyalty. This study offers a new understanding of customer loyalty in B2C e-commerce.. Keywords: e-service quality, customer experience, customer loyalty, B2C e-commerce ___________________________________________________________________________ 1. Introduction In recent years, business-to-consumer (B2C) e-commerce has evolved exponentially. Indonesia's B2C e- commerce industry forecasts have risen by an average rate of 20.8 percent each year (Statista, 2020). Among other industries, B2C e-commerce is among the world's fastest growing ones and is expected to continue evolving. This industry involves products and services that directly involve a two-way exchange of information between the customer and the system (business) (Jewels et al., 2001). Based on Pew Research Center survey, more customers prefer shopping through B2C e-commerce websites with various reasonings, which include convenience, various product range, lower prices, and discounts availability (Purcell, K 2020). B2C e-commerce websites basically hold information that is helpful to customers when buying the product. The main characteristics in B2C e-commerce websites can be categorized as information content and design. Information content refers to the features or services offered, while design refers to the display on the B2C e- commerce website (Raganathan & Ganapathy, 2002). E-service efficiency plays a very significant role in providing consumers with satisfactory services from B2C e-commerce platforms. An easy but appealing web design (Aladwani & Palvia, 2002; Yang & Peterson, 2004), fulfillment/reliability (Wolfinbarger & Gilly, 2003; Yang & Peterson, 2004), customer service (Chen & Slater & Narver, 2000; Dubinsky, 2003; Wolfinbarger & Gilly, 2003; Yang & Peterson, 2004) and security/privacy (Yang & Peterson, 2004) are some considerations that should be factored in for optimum quality of e-service. The success of B2C e-commerce is determined by how much the customer shows loyalty to the e-service providers. Effective ways in creating customers‟ loyalty have been shown in numerous studies, through the use of positive experiences (Oliver, 1999) and better goods and/or service values (Parasuraman & Grewal, 2000; Chang, 2006). When customers feel that they have received positive value, it will build a positive perception about the e- service provider and increase their intention to make repeat purchases of a product or service. Therefore, customers who have high loyalty are considered as one of an e-service provider‟s assets which is competitive and valuable for a B2C e-commerce service provider (Dick & Basu, 1994). Some researchers have analyzed that customers‟ behaviors affect their loyalty, which results from customers‟ engagements loyalty (Calder et al., 2009; Chang et al., 2009; Pham & Avnet, 2009; Brodie et al., 2011; Brodie & Hollebeek, 2011) which can produce emotional bonds between a B2C e-commerce and their customers (Fliess et al., 2012). Emotionally attached customers are more loyal to B2C e-commerce services (Gemmel & Verleye, 2010). Bowden (2009) stated that customers engagement is influenced by customer experience. Carbone and Haeckel (1994) said customer experience occurs every time a customer interacts with a B2C e-commerce Research Article Research Article Research Article Research Article Research Article Research Article Research Article Research Article Research Article