E-ServQual role in Creating Consumer Trust towards Shopee Marketplace during the Covid-19 Pandemic

Abstract

Objective - During the pandemic of Covid-19, consumer behavior has dramatically changed, especially in shopping for daily life needs. The restriction on face-to-face or direct interaction has switched daily shopping transactions from conventional offline shopping to online-based shopping via e-commerce, including the marketplace. This research explores the role of E-Service Quality (E-ServQual) in creating consumers’ trust in Shopee, one of the most famous marketplaces in Indonesia. Methodology/Technique - This research sample consisted of 87 respondents using an accidental sampling technique. Data were analyzed using multiple linear regression analysis. Findings – The results of this study showed that four dimensions of E-ServQual partially affect consumer trust at Shopee, i.e., efficiency, fulfilment, privacy, and responsiveness. However, the three dimensions of E-ServQual, i.e., reliability, compensation, and contact, do not affect consumer trust. The research results also show that all E-ServQual dimensions simultaneously affect consumer trust. Novelty - However, the three dimensions of E-ServQual, i.e., reliability, compensation, and contact, do not affect consumer trust. Type of Paper: Empirical JEL Classification: D12, M30, M39. Keywords: E-ServQual, Marketplace, Trust, Shopee. Reference to this paper should be made as follows: Robustin, T.P. (2023). E-ServQual role in Creating Consumer Trust towards Shopee Marketplace during the Covid-19 Pandemic, J. Mgt. Mkt. Review, 8(2), 76 – 85. https://doi.org/10.35609/jmmr.2023.8.2(2)