A Study of Relationship Among Service Quality of E-Commerce Websites, Customer Satisfaction, and Purchase Intention

Abstract

The purpose of this study is to analyze the impact of online service quality of e-commerce websites on customer satisfaction and purchase intention. The study identifies the dimensions of e-service quality on the basis of the literature review, which are website design, reliability, responsiveness, trust, and personalization. A survey of 278 avid users of three popular websites was taken to validate the model. The reliability and validity of the questionnaire were checked through the measurement model and the structural equation model was used to confirm the relationship among the dimensions. The result shows that trust is the only e-service quality dimension that significantly influences overall service quality. The relationship between overall e-service quality and customer satisfaction as well as customer satisfaction and purchase intention was found statistically significant.

Promoting online purchase intention through website quality, EWOM, receiver perspective, consumer satisfaction and brand image

“…The results of the analysis in this study indicate that the sixth hypothesis is supported, so it is evident that the better consumer satisfaction, the more consumers buy interest in online shopping platforms. These results are supported by several previous studies by Tandon et al, (2020;Cuong, 2020;Dash et al, 2021;Khatoon et al, 2020;Dhingra et al, 2020). Although there are contradictory findings by Hutchinson (2009;Permana et al 2020) who found that satisfaction had no significant effect on purchase intention.…”

“…Every company wants its customers to feel satisfied with both the products and services offered. This is because with consumer satisfaction, people's purchase intention is increasing (Tandon et al, 2020;Cuong, 2020;Dash et al, 2021;Khatoon et al, 2020;Dhingra et al, 2020). Although there are contradictory findings by Hutchinson (2009;Permana et al 2020) who found that satisfaction had no significant effect on purchase intention.…”

“…Furthermore, satisfaction mediates the relationship between E-banking service quality and consumer purchase intention. Likewise, with Dhingra et al, (2020) who conducted an analysis of 278 popular website users and found that online service quality and consumer satisfaction had a significant effect on consumer purchase intention. Based on the results of the discussion, the research hypothesis is put forward as follows: H6: Consumer satisfaction has a positive effect on purchase intention…”

“…This is because with the achievement of consumer satisfaction and a good brand image, the company will be able to attract more consumers. Several previous studies also provide empirical evidence that consumer satisfaction can affect people's purchase intention (Tandon et al, 2020;Cuong, 2020;Dash et al, 2021;Khatoon et al, 2020;Dhingra et al, 2020) although there are contradictory findings by Permana et al (2020) who found that satisfaction had no significant effect on purchase intention.…”

Rationalization of Digital Media in Developing Market Potential for Retail Products: Case Study in Welcoming Industry 5.0

“…Website can provoke customer engagement [56], purchase intentions [57], and generate satisfaction [58] toward product or service offering so that the website is suitable as a marketing media [18], where in this study, the website was used as an advertising media as well as publicity and public relations. Email can also generate customer engagement.…”