Beyond Convenience: Understanding E-Service Quality Role In Fostering E-Customer Satisfaction And Loyalty

Siti Yolanda Rahman Utami (Department of Master Administration Business, Faculty of Administration, Brawijaya University, Malang)
Edy Yulianto (Department of Master Administration Business, Faculty of Administration, Brawijaya University, Malang)
Agung Nugroho L.I.F (Department of Master Administration Business, Faculty of Administration, Brawijaya University, Malang)

Jurnal Manajemen
Vol. 28 No. 2 (2024): June 2024

This research investigates the relationships between e-service quality, customer satisfaction, and loyalty within Indonesian e-commerce, explicitly focusing on the Shopee platform. Analyse 279 Shopee customers; the study examines the impact of website design, customer service, security, and fulfilment on e-service quality, customer satisfaction and loyalty. Using the purposive sampling method and SEM-PLS inferential analysis, the findings highlight the significant influence of website design on e-service quality. In contrast, customer service and security exhibit no statistically significant impact. Interestingly, efficient fulfilment emerges as a pivotal factor in enhancing e-service quality. This study underscores the significant influence of e-service quality in paving e-customer loyalty, directly or indirectly, via the mediating role of customer satisfaction. The implications of the research extend to actionable insights for e-commerce enterprises, offering strategic guidance to navigate and succeed in the competitive digital landscape of Indonesia.