This research provides an analytical exploration into digital transformation in public services, with a focus on Brazil’s GOV.BR platform. It critically examines how citizens’ trust and satisfaction influence their loyalty to e-government services. Supported by structural equation modeling (PLS-SEM), the study is based on established frameworks in e-government literature. Our analysis reveals that service quality significantly influences citizen loyalty, with an adjusted R2 value of 71.2%, highlighting its importance in the e-government domain. Contrary to expectations, trust in the government showed a non-significant direct impact on citizen satisfaction and loyalty. These findings provide critical insights for policymakers and practitioners in improving the efficacy and adoption of e-government services.