E-SERVICE QUALITY AND CUSTOMER TRUST IN INDIAN E-COMMERCE PLATFORMS: A LONGITUDINAL SECONDARY DATA ANALYSIS

India’s rapidly expanding e-commerce sector has transformed retail consumption, yet sustaining customer trust remains a persistent challenge in digital marketplaces. Unlike physical retail, online platforms must establish trust through technology-mediated service delivery rather than face-to-face interaction. This study examines the evolving relationship between e-service quality and customer trust in Indian e-commerce platforms using a longitudinal secondary data approach. Drawing on data from industry reports, government publications, and academic studies spanning 2014–2024, the paper analyses how improvements in key e-service quality dimensions—such as usability, reliability, responsiveness, security, and fulfillment—shape customer trust over time. The findings indicate that trust develops cumulatively through consistent service performance rather than isolated improvements. By adopting a longitudinal perspective, the study extends e- service quality and trust literature in emerging market contexts and offers strategic insights for Indian e-commerce firms seeking sustainable competitive advantage. Keywords: E-service quality, customer trust, Indian e-commerce, longitudinal analysis, digital platforms, online consumer behavior