The impact of e-service quality and customer satisfaction on customer behavior in online shopping

Abstract

The purpose of this study is to develop new knowledge to better understand the most important dimensions of e-service quality that have impact on customer satisfaction, customer trust, and customer behavior, building on existing literature on e-service quality in online shopping. This study focuses on the four-dimensions of e-service quality model that better predict customer behavior. It not only tests the impact of customer satisfaction on customer behavior such as repurchase intention, word of mouth, and site revisit, but also the impact of customer trust. The result is expected to extend the knowledge about different country culture vis-á-vis different relevance of e-service quality attributes. Data from an online survey of 355 Indonesian online consumers was used to test the research model using structural equation modelling. The analytical results showed that three dimensions of e-service quality, namely website design, security/privacy and fulfilment affect overall e-service quality. Meanwhile, customer service is not significantly related to overall e-service quality. Overall e-service quality is statistically significantly related to customer behavior. Future research should consider a variety of product segments and/or other industries to make sure that the measurement works equally well. In other industry setting, the measurement may need to be adjusted. Future research could also use different methodologies such as focus group and interviews.

Developing and validating five-construct model of customer satisfaction in beauty and cosmetic E-commerce

“…Previous studies have defined external incentive (EI) as a factor including several elements such as Price of products, Promotion activities and policy, Product attributes and quality, brands of products and source of opinion ( Rita et al, 2019 ). These factors are expected to significantly affect customer experience and therefore CS.…”

“…Last but not least, with the intention to mitigate the information gap and provide online Vietnamese businesses in BSOS industry with practical knowledge related to CS, we find a need to identify the CS constructs in this tremendously growing market, and develop an instrument for measuring these constructs and empirically validating the instrument using data from online shopping customers in this country. In term of literature, similar studies have constructed a questionnaire to either examine the gender differences in consumer behaviour for online financial transaction of cosmetics ( Liu et al., 2013 ), or to explore the nexus of e-service quality and CS ( Rita et al., 2019 ).…”

The Effects of Service Quality on Satisfaction and Purchase Intention in Mobile Commerce

“…A positive and direct impact of CS and PI is shown by several studies in mobile commerce context. Paulo et al, (2019) for instance, added that CS has a direct and positive effects on their PI. Mariam et al, (2018) revealed that CS has a significant effect on their purchase intention towards mobile commerce.…”

“…Many empirical studies have highlighted the interrelationships among the constructs of service quality, customer satisfaction, and purchase intentions in various industries (Paulo et al, 2019;Shrawan & Mohit, 2018;Mariam et al, 2018;Hussain, 2016). There is evidence that service quality has either a direct or indirect significant association with purchase intention mediated through customer satisfaction (Zeithaml et al, 1996;Cronin et al, 2000).…”

Trust in Courier Services as a Determinant of Service Quality

“…Therefore, various researchers have identi ed trust as one of key service quality attributes considering the e-commerce speci city [8,26,[28][29][30]. Moreover, trust was stated to be the most important factor of e-customer satisfaction [31,32] and their repurchase intention [33][34][35][36].…”