Abstract
This study referred to E-S-QUAL model of determinant of electronic service quality in online shopping context and, the purposed of the study is to determine the impact of e-service quality on customer satisfaction. Literature supports the concept that quality of e-services are interlinked concepts and it has the linkage with the customer satisfaction as well.The data were collected from 363 undergraduate students in Universiti Teknikal Malaysia, Melaka (UTeM) by using multistage cluster sampling to identify the respondents. The study result indicated that the overall level of satisfaction on e-service quality by students was at a moderate level. The results showed that the customer satisfaction and the dimensions of e-service quality namely; efficiency, fulfilment, privacy and system availability are positively correlated with one another. Quantitative research method was employed to test the proposed hypotheses of the study. Data was analyzed by using PLS-SEM. The result highlighted that the four dimensions in e-service quality are a significant predictor that portrayed significant fit to the model of customer satisfaction. The findings of the study may contribute to the literature of same context and, to the online retailer as a guideline to formulate a new plan in improving customer satisfaction. Therefore, the present study is aimed at exploring the benefits of quality in e-services to deal with customer satisfaction.
Highlights
In another survey conducted by Klynveld Peat Marwick Goerdeler (KPMG) on the frequency of online shopping among 18,430 respondents in the year 2016, the report showed that the consumers made purchased at least once on Journal of Marketing and Information Systems
There are 15 items related to the e-service quality scale, which is E-S-QUAL’s dimensions namely efficiency, fulfilment, privacy and system availability which was adapted from the previous research done by Parasuraman, Zeithaml and Malhotra (2005), whilst, the 4 items in customer satisfaction were taken from Lien, Wen and Wu (2011) and Sun et al, (2015)
These positive relationships indicated that if one variable moves higher or lower, the level of customer satisfaction will move in the same direction with the same magnitude based on that one variable’s movement
Summary
The internet has been widely used for purposes like social activities and electronic commerce. The statistic demonstrates the emergence of internet and online retails have allowed consumer to visit shops frequently through online, as a result, develop into a popular channel within the internet world (Bourlakis Papagiannidis & Fox, 2008). In another survey conducted by Klynveld Peat Marwick Goerdeler (KPMG) on the frequency of online shopping among 18,430 respondents in the year 2016, the report showed that the consumers made purchased at least once on Journal of Marketing and Information Systems. As the user of online shopping drastically increased, the online shopping has become more diversified in many areas such as apparel, cosmetics, electronic devices and financial services
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