Determinants of Consumers’ E-satisfaction in E-commerce Website: Role of E-service Quality Dimensions

Abstract

The growth of the internet led to a variety of online-based companies (virtual). The impact depicted in the map of the increasingly competitive e-commerce business (Turban et al., 2015). Each company is required to raise the level of performance of their services in building and l.determining online business strategies (Li & Suomi, 2009; Ashoer et al., 2019). To achieve it, they began competing to provide various lucrative promotional offers, for example, giving promos or free shipping, discounts, and so on (Mashur et al., 2019). Until now, this classic method is quite useful to be used to capture potential consumers on the internet. Satisfying consumer needs is the desire of every company, in addition to being a determinant of corporate survival, satisfying consumer needs can also increase competitive advantage in the online market (Fang et al., 2014). Consumers who are satisfied with services tend to repurchase products and reuse services when the same needs reappear later (Al-Dmour et al., 2017) That is why consumer satisfaction in the online market plays a vital role in achieving the goals of e-commerce companies. In other words, e-satisfaction is a crucial factor for consumers in making repeat purchases which is nothing but giving the largest presentation of the company's total sales volume (Anderson & Srinivasan, 2003). Apart from the success of e-commerce, focusing on promotion strategies alone is certainly not enough to create frustration and maintain online consumer loyalty (Giovanis & Athanasopoulou, 2014). When consumer interest is accustomed to shopping only because of the attractive promos offered by the company, once the promo period ends, then they tend to switch to other companies that provide them with lucrative promos. When customers perceive service quality inferiorly, it is likely to trigger certain behaviours that tend to be negative, such as severing relationships with the company, reducing or stopping shopping with the company, and submitting complaints (Mohamed et al., 2014). This kind of behavioral intentions will give a sign of whether the customer will remain loyal or switch (Ashoer et al., 2019). This issue concern that should not be ignored, bearing in mind that the company will lose or even never have a loyal customer to the company. However, the type of company that exists on the internet; the quality of electronic services inevitably is one of the determinants that can affect customer satisfaction. Several prior studies have analyzed the effect of service quality on satisfaction such as Grace & Chia-Chi (2009), Yasa & Savitri (2012), and Vo et al. (2019) have resulted that e-service quality had a significant effect on satisfaction. Hence, service quality and satisfaction became one of the essential factors in business for retaining consumers. This study aims to analyze how the influence of e-service quality on e-satisfaction of e-commerce customers is Tokopedia.com. The results of this study are expected to have managerial implications for e-commerce practitioners in Indonesia.