Abstract
The main purpose of this study is to examine the relationship between service quality and online shopping customer satisfaction in Indonesia. This study is a quantitative and cross-sectional study with a survey method. This study's online shopping customers consist of undergraduate and postgraduate students in the Accounting Department of Universitas Sumatera Utara. The study used Likert scale questionnaires distributed to 400 respondents, and 295 questionnaires were obtained for data analysis. The study found that service quality has a positive and significant relationship with customer satisfaction. The study reveals that the elevation of excellent service quality on online shopping is the best solution for online shopping vendors to obtain customer satisfaction.
Highlights
Nowadays, a company can't just rely on advertising to promote its business or run its operations conventionally, and it makes many companies use information technology to promote their business
Indonesia has become one of the fastest-growing countries in electronic commerce, and this encourages online shopping vendors to compete in service and provide the best services and products
The study investigates the relationship between service quality and online shopping customer satisfaction based on accounting students' perceptions at the Universitas Sumatera Utara
Summary
A company can't just rely on advertising to promote its business or run its operations conventionally, and it makes many companies use information technology to promote their business. The internet has become the right information and communication technology choice to help many companies worldwide. The company should follow these developments and continue to innovate in delivering the customer needs and improving the company (Ehsani & Ehsani, 2015; Risanty, Kesuma, Muda & Maulida, 2020). Online shopping is one of the innovations made by utilizing the internet and at the same time becoming a lifestyle. Online shopping is electronic commerce between companies and their customers directly, without meeting in one place, and only through the internet. Reedy, Schullo, and Zimmerman (2000) stated that online shopping could meet customer needs with online shopping activities Various advantages that can be obtained from online shopping include fast transactions, product availability, free shipping, and affordable products (Pham & Ahammad, 2017; Risanty et al, 2020). Reedy, Schullo, and Zimmerman (2000) stated that online shopping could meet customer needs with online shopping activities
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