eng Science and Education Publishing Journal of Business and Management Sciences 2333-4533 2023-03-02 11 1 83 89 10.12691/jbms-11-1-6 JBMS20231116 article Zhenfang Zhang zhangzhenfang@sxu.edu.cn 1 Honghai Liang 1 School of Economics and Management, Shanxi University, Taiyuan, China In the context of new retailing, fresh food e-commerce is increasingly blending with online and offline channels. Given the perishable and time-sensitive nature of these products, service quality has emerged as a key factor for competitive advantage and long-term growth. Using the SOR and PPM models, this study builds a relationship model between service quality and customer loyalty in fresh food e-commerce. Drawing on 516 valid questionnaires and structural equation modeling, the analysis offers recommendations for retailers to enhance service quality, user engagement, and competitiveness. http://pubs.sciepub.com/jbms/11/1/6/jbms-11-1-6.pdf new retailing service quality customer satisfaction customer loyalty