Analysis of the Effect of Service Quality on Customer Loyalty and Satisfaction Using Expectation Confirmation Model and Servqual

Abstract

he application of technology that can be used to support the buying and selling transaction system is e-commerce. The purpose of this study is to determine user perceptions of service quality and identify factors that have the greatest influence on user satisfaction and loyalty. The number of samples in this study were 315 respondents who were e-commerce users for at least one year. Sampling was carried out using purposive sampling technique. The data analysis process is carried out based on the PLS-SEM approach with SmartPLS software version 3.3.3. The model used is a combination of the ServQual model with the Expectation Confirmation Model (ECM). Overall, this study found that users' perceptions of service quality are dissatisfied with reliability and tangibels services. Of the 5 hypotheses accepted, the factors that influence satisfaction are assurance and the factors that influence customer loyalty are reliability, tangibels, assurance and satisfaction.

Exploring Platform Trust, Borrowing Intention, and Actual Use of PayLater Services in Indonesia and Malaysia

“…Service quality refers to the extent to which a service meets or exceeds customer expectations, playing a crucial role in customer satisfaction and long-term loyalty. According to the SERVQUAL model (Sari et al, 2023), service quality is assessed through the following five key dimensions: tangibility, reliability, responsiveness, assurance, and empathy. In the digital context, these aspects become even more critical due to the lack of physical interaction, making responsive service, secure transactions, and service reliability essential for user satisfaction (Wang & Huang, 2025).…”

Exploring Platform Trust, Borrowing Intention, and Actual Use of PayLater Services in Indonesia and Malaysia

“…Service quality refers to the extent to which a service meets or exceeds customer expectations, playing a crucial role in customer satisfaction and long-term loyalty. According to the SERVQUAL model (Sari et al, 2023), service quality is assessed through the following five key dimensions: tangibility, reliability, responsiveness, assurance, and empathy. In the digital context, these aspects become even more critical due to the lack of physical interaction, making responsive service, secure transactions, and service reliability essential for user satisfaction (Wang & Huang, 2025).…”

Exploring Platform Trust, Borrowing Intention, and Actual Use of PayLater Services in Indonesia and Malaysia

“…Service quality refers to the extent to which a service meets or exceeds customer expectations, playing a crucial role in customer satisfaction and long-term loyalty. According to the SERVQUAL model (Sari et al, 2023), service quality is assessed through the following five key dimensions: tangibility, reliability, responsiveness, assurance, and empathy. In the digital context, these aspects become even more critical due to the lack of physical interaction, making responsive service, secure transactions, and service reliability essential for user satisfaction (Wang & Huang, 2025).…”

Exploring Platform Trust, Borrowing Intention, and Actual Use of PayLater Services in Indonesia and Malaysia

“…Service quality refers to the extent to which a service meets or exceeds customer expectations, playing a crucial role in customer satisfaction and long-term loyalty. According to the SERVQUAL model (Sari et al, 2023), service quality is assessed through the following five key dimensions: tangibility, reliability, responsiveness, assurance, and empathy. In the digital context, these aspects become even more critical due to the lack of physical interaction, making responsive service, secure transactions, and service reliability essential for user satisfaction (Wang & Huang, 2025).…”