Analyzing E-Commerce effectiveness of SMEs Using SERVQUAL Model

Abstract

This paper attempts to aid the E-Commerce influence on SMEs using SERVQUAL methodology and five factors of reliability, assurance, tangibles, empathy, and responsiveness. In Saudi Arabia, according to the survey results, the e-commerce has enhanced the country's service and quality. Safe transactions processing, employee appearance, on-time delivery, attention to customer wants, record keeping, and confidence in staff are the top six areas of improvement following the implementation of e-commerce. Product display, staff help, equipment appearance, delivery time, customer waiting time, and customer care are the six factors listed at the bottom of the improvement after integrating e-commerce. E-commerce has a positive effect on confidence, which was previously at 20.31% and is now at 11.02%, even though several features are found to be in the top before and after the implementation of E-commerce. Prior to e-commerce, it is being noticed that service was more important in terms of customer happiness. Observing the improvement will be easier if the recommendation is implemented and measured again. In the future, we can investigate the performance of the top five E-Commerce platforms in greater depth.