Exploring the Influence of E-Service Quality on Brand Referral Dynamics among Malaysian Youth

The quality of e-services has become a significant factor in young people's endorsement of brands in Malaysia due to the country's evolving telecom landscape.This study investigates the various elements of e-service quality, such as reliability, responsiveness, simplicity of use, personalization, security, and site design, and their impact on brand advocacy and opposition among 281 Malaysian youngsters. Data were collected using convenience sample approaches via a structured questionnaire, and the correlations were examined using Pearson-Correlation and Multiple Regression. The theoretical framework was based on the SERVQUAL theory of planned behavior and the TAM Model. The data show that responsiveness and personalization are crucial in encouraging favorable recommendations, but deficits in these areas lead to negative feedback. Furthermore, reliability and security play important roles in molding customer views and behaviors. The findings highlight the importance of strong e-service quality in affecting consumer perceptions and actions, giving actionable insights for firms looking to improve customer happiness and brand loyalty. Companies that prioritize responsiveness, personalization, reliability, and security can create favorable brand referrals while mitigating negative ones, which is critical for maintaining a competitive advantage in the digital age. This study adds to the current literature by identifying critical elements of e-service quality that impact brand referral behaviors and providing organizations with practical solutions for improving customer satisfaction and loyalty.

e-service quality, brand referral, Malaysian youth

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