Exploring E-Customer Satisfaction Using e-SERVQUAL Among Online Shoppers
Abstract
When interacting with a company's products and services, customer satisfaction is an overall feeling of contentment that a client is experiencing. Previous studies have shown an increase in revenue when a company prioritizes customer satisfaction with its products or services. Around 70 percent of Malaysians are dynamic online consumers, with most of them shopping via websites. e-SERVQUAL assesses the efficacy and efficiency of a website in facilitating shopping, purchase, and delivery processes. It encompasses the pre-purchase and post-purchase phases. The e-SERVQUAL dimensions (privacy, website design, responsiveness, reliability, usability, and information quality) are elements that impact e-customer satisfaction. A total of 100 respondents at Bandar Utama City Centre who shop online participated in the survey. According to the data, males outnumber females among the respondents. The survey comprised three sections: A, B, and C. Section A comprised the demographic information of the respondents, Section B concentrated on the e-SERVQUAL aspects, and Section C addressed e-customer satisfaction. The data was examined utilizing the Statistical Package for the Social Sciences (SPSS). The results indicated that the majority of respondents expressed satisfaction with the quality. However, website design improvements should be made to encourage more online shopping. The recommendation in this study is beneficial to online service providers and future studies on e-SERVQUAL should be extended to another dimension to explore more aspects of determining quality service in an online setting.
Downloads
References
Ahmed, F., Asheq, A., Ahmed, E., Chowdhury, U., & Mostofa, M. (2022). The intricate relationships between consumers’ loyalty and their perceptions of service quality, price, and satisfaction in restaurant service. The TQM Journal, 35(2), 519-539. DOI: https://doi.org/10.1108/TQM-06-2021-0158
Al?Hawary, S. and Al-Smeran, W. (2017). Impact of electronic service quality on customers satisfaction of Islamic banks in Jordan. International Journal of Academic Research in Accounting Finance and Management Sciences, 7(1). DOI: https://doi.org/10.6007/IJARAFMS/v7-i1/2613
Alam, S. (2020). Artificial intelligent service quality to increase customer satisfaction and customer loyalty (survey of PT. Telkomsel customers). Advances in Economics, Business and Management Research, 141, 100-104. DOI: https://doi.org/10.2991/aebmr.k.200514.023
Almurshidee, K. (2018). Servperf-based empirical evidence on e-banking services quality and customer satisfaction from the Saudi banking sector. International Journal of Advanced and Applied Sciences, 5(11), 40-45. DOI: https://doi.org/10.21833/ijaas.2018.11.005
Amjad-ur-Rehman, M., Qayyum, A., & Javed, B. (2019). The role of online shopping service quality in e-retailing towards online shopping intention: Testing the moderation mechanism in UTAUT. Pakistan Journal of Commerce and Social Sciences, 13(3), 680-703.
Anderson, R. E., & Srinivasan, S. S. (2003). E?satisfaction and e?loyalty: A contingency framework. Psychology & Marketing, 20(2), 123-138. DOI: https://doi.org/10.1002/mar.10063
Anjum, N. and Saha, J. (2020). The influence of service quality dimensions on customer satisfaction in e-banking: evidence from banking sector of Bangladesh. Epra International Journal of Economic and Business Review, 57-65. DOI: https://doi.org/10.36713/epra3018
Baber, H. (2019). E-SERVQUAL and Its Impact on the Performance of Islamic Banks in Malaysia from the Customer's Perspective. The Journal of Asian Finance, Economics and Business, 6(1), 169-175. DOI: https://doi.org/10.13106/jafeb.2019.vol6.no1.169
Belanche, D., Casaló, L. V., & Guinalíu, M. (2012). Website usability, consumer satisfaction and the intention to use a website: the moderating effect of perceived risk. Journal of Retailing and Consumer Services, 19(1), 124-132. DOI: https://doi.org/10.1016/j.jretconser.2011.11.001
Cai, S., & Jun, M. (2003). Internet users' perceptions of online service quality: a comparison of online buyers and information searchers. Managing Service Quality: An International Journal, 13(6), 504-519. DOI: https://doi.org/10.1108/09604520310506568
Cai, S., & Xu, Y. (2006). Effects of outcome, process and shopping enjoyment on online consumer behavior. Electronic Commerce research and applications, 5(4), 272-281. DOI: https://doi.org/10.1016/j.elerap.2006.04.004
Chong, M. (2023). Consumer satisfaction in e-shopping: Shopee Malaysia case. Asia Pacific Journal of Management and Education, 6(1). DOI: https://doi.org/10.32535/apjme.v6i1.2231
Collier, J. E., & Bienstock, C. C. (2006). Measuring Service Quality in E- Retailing. Journal of Service Research, 8(3), 260–275. DOI: https://doi.org/10.1177/1094670505278867
Daniati, T. and Roostika, R. (2021). The effect of website design quality, e-service quality, and brand image on e-satisfaction and eloyalty of e-commerce customers. International Journal of Research and Scientific Innovation, 08(10), 119-126. DOI: https://doi.org/10.51244/IJRSI.2021.81005
Deng, J., Dong, W., Socher, R., Li, L. J., Li, K., & Fei-Fei, L. (2009, June). Imagenet: A large-scale hierarchical image database. In 2009 IEEE conference on computer vision and pattern recognition (pp. 248-255). DOI: https://doi.org/10.1109/CVPR.2009.5206848
Drosos, D., Skordoulis, M., Arabatzis, G., Tsotsolas, N., & Galatsidas, S. (2019). Measuring industrial customer satisfaction: the case of the natural gas market in Greece. Sustainability, 11(7), 1905. DOI: https://doi.org/10.3390/su11071905
Eid, M. I. (2011). Determinants of e-commerce customer satisfaction, trust, and loyalty in Saudi Arabia. Journal of electronic commerce research, 12(1), 78.
Fassnacht, M., & Koese, I. (2006). Quality of electronic services: Conceptualizing and testing a hierarchical model. Journal of Service Research, 9(1), 19-38. https://doi.org/10.1177/1094670506289531 DOI: https://doi.org/10.1177/1094670506289531
Febriarizka, C. (2023). The impact of e-business’ website quality on Shopee’s customer satisfaction., 441-446. DOI: https://doi.org/10.2991/978-94-6463-244-6_64
Fida, B., Ahmed, U., Al-Balushi, Y., & Singh, D. (2020). Impact of Service quality on customer loyalty and customer satisfaction in Islamic banks in the sultanate of Oman. Sage Open, 10(2), 215824402091951. DOI: https://doi.org/10.1177/2158244020919517
Gautam, D. and Sah, G. (2023). Online banking service practices and their impact on e-customer satisfaction and e-customer loyalty in developing countries of South Asia Nepal. Sage Open, 13(3). DOI: https://doi.org/10.1177/21582440231185580
Ho, C. I., & Lee, Y. L. (2007). The development of an e-travel service quality scale. Tourism Management, 28(6), 1434-1449. DOI: https://doi.org/10.1016/j.tourman.2006.12.002
Ighomereho, S. O., Ojo, A. A., Omoyele, S. O., & Olabode, S. O. (2022). From service quality to e-service quality: Measurement, dimensions and model. Journal of Management Information and Decision Sciences, 25(1), 1-15.
Ilieva, G., Yankova, T., Klisarova, S., & Dzhabarova, Y. (2022). Customer Satisfaction in e-Commerce during the COVID-19 Pandemic. Systems, 10(6), 213.Information and Management, 41(5), 619-633. DOI: https://doi.org/10.3390/systems10060213
Janahi, M. and Mubarak, M. (2017). The impact of customer service quality on customer satisfaction in Islamic banking. Journal of Islamic Marketing, 8(4), 595-604. DOI: https://doi.org/10.1108/JIMA-07-2015-0049
Juwaini, A., Chidir, G., Novitasari, D., Iskandar, J., Hutagalung, D., Pramono, T., ... & Purwanto, A. (2022). The role of customer e-trust, customer e-service quality, and customer e-satisfaction on customer e-loyalty. International Journal of Data and Network Science, 6(2), 477-486. DOI: https://doi.org/10.5267/j.ijdns.2021.12.006
Khatoon, S., Zhou, X., & Hussain, H. (2020). The mediating effect of customer satisfaction on the relationship between electronic banking service quality and customer purchase intention: evidence from the Qatar banking sector. Sage Open, 10(2). DOI: https://doi.org/10.1177/2158244020935887
Kim, E. Y., & Jackson, V. P. (2009). The effect of E-SERVQUAL on e-loyalty for apparel online shopping. Journal of Global Academy of Marketing, 19(4), 57-65. DOI: https://doi.org/10.1080/12297119.2009.9707305
Kim, J., Jin, B., & Swinney, J. L. (2009). The role of retail quality, e-satisfaction, and e-trust in the online loyalty development process. Journal of Retailing and Consumer Services, 16(4), 239-247. DOI: https://doi.org/10.1016/j.jretconser.2008.11.019
Kim, S. and Stoel, L. 2004. Apparel retailers: website quality dimensions and satisfaction. Journal of Retailing and Consumer Services, 11, 109–117. DOI: https://doi.org/10.1016/S0969-6989(03)00010-9
Komara, A., & Ariningrum, H. (2013). Analisis faktor-faktor yang mempengaruhi kinerja sistem informasi akuntansi. Jurnal Riset Akuntansi Dan Manjemen, 2(1), 2.
Lee, G. G., & Lin, H. F. (2005). Customer perceptions of e-service quality in online shopping. International Journal of Retail & Distribution Management, 33(2), 161-176. DOI: https://doi.org/10.1108/09590550510581485
Liu, X., He, M., Gao, F., & Xie, P. (2008). An empirical study of online shopping customer satisfaction in China: a holistic perspective. International Journal of Retail & Distribution Management, 36(11), 919-940. DOI: https://doi.org/10.1108/09590550810911683
Lukman, N. (2024). Analysis of e-SERVQUAL dimensions influencing e-customer satisfaction of my first media application users. International Journal of Science Technology & Management, 5(2), 440-447. DOI: https://doi.org/10.46729/ijstm.v5i2.1072
Maghfur, M., Hurriyati, R., & Sultan, M. A. (2021). How to improve online shop customer satisfaction through service quality. Dinasti International Journal of Digital Business Management, 2(5), 856-871. DOI: https://doi.org/10.31933/dijdbm.v2i5.974
Muhtasim, D., Tan, S., Hassan, M., Pavel, M., & Susmit, S. (2022). Customer satisfaction with digital wallet services: an analysis of security factors. International Journal of Advanced Computer Science and Applications, 13(1). DOI: https://doi.org/10.14569/IJACSA.2022.0130124
Mustakim, N., Hasan, Z., Sauid, M., Ebrahim, Z., & Mokhtar, N. (2022). Factors affecting customer satisfaction on shopee. International Journal of Academic Research in Business and Social Sciences, 12(10). DOI: https://doi.org/10.6007/IJARBSS/v12-i10/14751
Narteh, B. (2018). Service quality and customer satisfaction in Ghanaian retail banks: the moderating role of price. The International Journal of Bank Marketing, 36(1), 68-88. DOI: https://doi.org/10.1108/IJBM-08-2016-0118
Nguyen, T. and Khuc, D. (2022). A modified ISS model perspective: determinants impacting individual customer satisfaction with mobile banking service in Ho Chi Minh City, Vietnam. Journal of Trade Science, 92-104. DOI: https://doi.org/10.54404/JTS.2022.10.04.08
Nourallah, M. (2021). Mobile bank applications. Financial Services Review, 29(2), 147-167. DOI: https://doi.org/10.61190/fsr.v29i2.3451
Ojochide, P. (2023). E-service quality and customer loyalty in the e-commerce market, South West, Nigeria: Post-Covid-19. Innovative Marketing, 19(3), 114-122. DOI: https://doi.org/10.21511/im.19(3).2023.10
Olatokun, W. and Ojo, F. (2014). Influence of service quality on consumers’ satisfaction with mobile telecommunication services in Nigeria. Information Development, 32(3), 398-408. DOI: https://doi.org/10.1177/0266666914553316
Pakurár, M., Haddad, H., Nagy, J., Popp, J., & Oláh, J. (2019). The service quality dimensions that affect customer satisfaction in the Jordanian banking sector. Sustainability, 11(4), 1113. DOI: https://doi.org/10.3390/su11041113
Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). ES-QUAL: a multiple-item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213-233. DOI: https://doi.org/10.1177/1094670504271156
Peng, K. and Fu, S. (2018). Mediating effects of user experience usability. The Electronic Library, 36(5), 892-909. DOI: https://doi.org/10.1108/EL-04-2017-0086
Prasetya, D. (2023). The effect of information quality and service quality on user satisfaction of the government of Kabupaten Malang. Tiers Information Technology Journal, 4(1), 32-42. DOI: https://doi.org/10.38043/tiers.v4i1.4328
Reichheld, F. F., & Schefter, P. (2000). E-loyalty: your secret weapon on the web. Harvard Business Review, 78(4), 105-113.
Rita, P., Oliveira, T., & Farisa, A. (2019). The impact of e-service quality and customer satisfaction on customer behavior in online shopping. Heliyon, 5(10), e02690. DOI: https://doi.org/10.1016/j.heliyon.2019.e02690
Sabiote, C. M., Frías, D. M., & Castañeda, J. A. (2012). The moderating effect of uncertainty-avoidance on the overall perceived value of a service purchased online. Internet Research, 22(2), 180-198. DOI: https://doi.org/10.1108/10662241211214557
Santos, J. (2003). E-service quality: a model of virtual service quality dimensions. Managing Service Quality: An International Journal, 13(3), 233- 246. DOI: https://doi.org/10.1108/09604520310476490
Sattar, M. U., & Sattar, B. (2012). Customer Satisfaction Affects the Customer Loyalty: Evidence from Telecommunication Sector in Pakistan. Asian Journal of Business Management, 4(3), 252-259.
Sharma, G. and Lijuan, W. (2015). The effects of online service quality of e-commerce websites on user satisfaction. The Electronic Library, 33(3), 468-485. DOI: https://doi.org/10.1108/EL-10-2013-0193
Sohn, C., & Tadisina, S. K. (2008). Development of e-service quality measures for internet-based financial institutions. Total Quality Management, 19(9), 903-918. DOI: https://doi.org/10.1080/14783360802224412
Tabash, M., Albugami, M., Salim, M., & Akhtar, A. (2019). Service quality dimensions of e-retailing of Islamic banks and its impact on customer satisfaction: an empirical investigation of Kingdom of Saudi Arabia. Journal of Asian Finance Economics and Business, 6(3), 225-234. DOI: https://doi.org/10.13106/jafeb.2019.vol6.no3.225
Tandon, U., Kiran, R., & Sah, A. N. (2016). Customer satisfaction using website functionality perceived usability, and perceived usefulness towards online shopping in India. Information development, 32(5), 1657-1673. DOI: https://doi.org/10.1177/0266666915621106
Utami, S. (2024). Beyond convenience: understanding e-service quality role in fostering e-customer satisfaction and loyalty. Jurnal Manajemen, 28(2), 341-364. DOI: https://doi.org/10.24912/jm.v28i2.1956
Van Riel, A., Semeijn, J., & Janssen, W. (2003). E-service quality expectations: a case study. Total Quality Management & Business Excellence, 14(4), 437-450. DOI: https://doi.org/10.1080/1478336032000047255
Vun, A., Harun, A., Lily, J., & Lasuin, C. (2013). Service quality and customer loyalty. International Journal of Online Marketing, 3(2), 1-19. DOI: https://doi.org/10.4018/ijom.2013040101
Williams, P. and Naumann, E. (2011). Customer satisfaction and business performance: a firm?level analysis. Journal of Services Marketing, 25(1), 20-32. DOI: https://doi.org/10.1108/08876041111107032
Wirapraja, A., Aribowo, H., & Setyoadi, E. T. (2021). The Influence of E-Service Quality, and Customer Satisfaction On Go-Send Customer Loyalty In Surabaya. Indonesian Journal of Information Systems, 3(2), 128-137. DOI: https://doi.org/10.24002/ijis.v3i2.4191
Woldemichael, T. (2024). Effect of service quality on customer satisfaction: the case of Ethiopian electric utility in the southwestern region. Journal of Multidisciplinary Cases, (43), 24-30. DOI: https://doi.org/10.55529/jmc.43.24.30
Yang, Z. (2001). Customer perceptions of service quality in internet-based electronic commerce”, Proceedings of the 30th EMAC Conference, Bergen, 8-11.
Yang, Z., Cai, S., Zhou, Z., & Zhou, N. (2005). Development and validation of an instrument to measure user-perceived service quality of information presenting web portals. Information & Management, 42(4), 575-589. DOI: https://doi.org/10.1016/S0378-7206(04)00073-4
Yang, Z., Jun, M., & Peterson, R. T. (2004). Measuring customer perceived online service quality: scale development and managerial implications. International Journal of Operations & Production Management, 24(11), 1149-1174. DOI: https://doi.org/10.1108/01443570410563278
Yao, C., & Liao, S. (2011). Measuring the Antecedent Effects of Service Cognition and Internet Shopping Anxiety on Consumer Satisfaction with E-Tailing Service. Management & Marketing, 6(1).
Yoo, S., Lee, D., & Atamja, L. (2023). Influence of online information quality and website design on user shopping loyalty in the context of e-commerce shopping malls in Korea. Sustainability, 15(4), 3560. DOI: https://doi.org/10.3390/su15043560
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1988). Communication and control processes in the delivery of service quality. Journal of Marketing, 52(2), 35-48. DOI: https://doi.org/10.1177/002224298805200203
Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2002). Service quality delivery through web sites: a critical review of extant knowledge. Journal of the academy of marketing science, 30(4), 362-375. DOI: https://doi.org/10.1177/009207002236911
Zha J, Ju F. and Wang L. (2006). Customer Satisfaction in E-Commerce: an Exploration of its Antecedents and Consequences, International Conference on Management of Innovation and Technology 1, 540-544. DOI: https://doi.org/10.1109/ICMIT.2006.262240
Zhang, P., & Von Dran, G. M. (2000). Satisfiers and dissatisfiers: A two?factor model for website design and evaluation. Journal of the American society for information science, 51(14), 1253-1268. DOI: https://doi.org/10.1002/1097-4571(2000)9999:9999<::AID-ASI1039>3.0.CO;2-O
Copyright (c) 2024 Mohammad Zaim Mohd Salleh, Nor Sara Nadia Muhamad Yunus, Nadiah Maisarah Abdul Ghani, Norliza Saiful Bahry, Ainunnazlee Mohd Ali
This work is licensed under a Creative Commons Attribution 4.0 International License.
Author (s) should affirm that the material has not been published previously. It has not been submitted and it is not under consideration by any other journal. At the same time author (s) need to execute a publication permission agreement to assume the responsibility of the submitted content and any omissions and errors therein. After submission of revised paper in the light of suggestions of the reviewers, the editorial team edits and formats manuscripts to bring uniformity and standardization in published material.
This work will be licensed under Creative Commons Attribution 4.0 International (CC BY 4.0) and under condition of the license, users are free to read, copy, remix, transform, redistribute, download, print, search or link to the full texts of articles and even build upon their work as long as they credit the author for the original work. Moreover, as per journal policy author (s) hold and retain copyrights without any restrictions.
