THE IMPACT OF ONLINE RETAIL SERVICE QUALITY ON CUSTOMER SATISFACTION

Authors

  • Atikah Saadah Selamat Universiti Teknikal Malaysia Melaka (UTeM)
  • YAH YING TAY

Abstract

E-commerce has grown and most of the firms rely on e-commerce platform to sell their products through online. However, a significant determinant of the e-commerce viability depend on the electronic service quality as low quality services provided will dissatisfied customer and result in failure of online business. The research study aims to investigate the factors of online retail service quality that contribute to customer satisfaction. E-service quality dimensions was modified from SERVQUAL model and five variables like website design, website personalization, reliability, responsiveness and trust would be measured to examine their influence on customer satisfaction. A total of 390 completed set of questionnaires has been gathered from the online shoppers in Malacca, Malaysia. This study was a descriptive research study and conducted using a quantitative method. Primary data and secondary data used for the data collection. SPSS software is used to analyze questionnaire-based survey data. According to the Pearson Correlation analysis, the result showed that all independent variables have a significant relationship with customer satisfaction. Website design, website personalization, responsiveness and trust acted as the factors of online retail service quality that contribute to customer satisfaction according to hypotheses study but website design has the greatest influence on customer satisfaction. The contribution of the finding is it provides guidelines for the e-retailers in the management of business to improve the business success rate.

References

Chong. H.t., (2014). Factors Affecting Online Shopping of Purchasing Apparels Among Young Adults. Universiti Tunku Abdul Rahman, Malaysia

Prateek Kalia. (2013). E-Servqual and Electronice Retailing. Retrieved from https://www.researchgate.net/publication/288823992_ESERVQUAL_and_Electronic_Retailing

Ziemen. (2014). Online Shopping Starts To Gain More Traction In Malaysia. Star Online. Available at: https://www.thestar.com.my/business/sme/2014/03/29/retail-revolution-in-the-making-online-shopping-starts-to-gain-more-traction-in-malaysia

Global E-commerce Report (2018). E-commerce Foundation. Retrieved from https://www.internetalliance.my/wp-content/uploads/2018/10/Global-B2C-e-Commerce-Country-Report-2018.pdf

Simon Kemp & Sarah Moey. (2019). Digital 2019 Spotlight: E-commerce In Malaysia. Retrieved from https://datareportal.com/reports/digital-2019-ecommerce-in-malaysia

Zhilin Yang. (2004). Online Service Quality Dimensions and Their Relationships With Satisfaction: A Content Analysis of Customer Reviews of Securities Brokerage Services. International Journal of Service Industry Management, Vol. 15 No. 3, pp. 302-326

Yong Lin and Jing Luo. (2016). Exploring The Service Quality In The E-commerce Context: A Triadic View. Industrial Management & Data Systems, Vol. 116 No. 3, pp. 388-415

Radziszewska, A., (2013). Assessment of Customer satisfaction In E-Commerce Services. Zeszyty Maukowe Szkoly Glownej Gospodarstwa Wiejskiego w Warszawie. Polityki Europejskie, Finanse I Marketing, 09(58)

Boonlertvanich, Karin. (2019). Service quality, Satisfaction, Trust, and Loyalty: The Moderating Role of Main-Bank and Wealth Status. International Journal of Bank Marketing, Vol. 37 No. 1, pp. 278-302

Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1988). “SERVQUAL: A Multiple Item Scale for Measuring Customer Perceptions of Service Quality”. Journal of Retailing, Vol. 64 No. 1, pp. 12-40

Delafrooz, N., Paim, L.H. & Khatibi, A., (2011). Understanding Consumer’s Internet Purchase Intention In Malaysia. African Journal of Business Management, 5(3), pp. 2837-2846

Laurie Fullerton. (2017). Online Reviews Impact Purchasing Decisions For Over 93% of Consumers. The Drum. https://www.thedrum.com/news/2017/03/27/online-reviews-impact-purchasing-decisions-over-93-consumers-report-suggests

Jun, Minjoon, Yang, Zhilin, Kim, Dae Soo. (2004). “Customers’ Perceptions of Online Retailing Service Quality and Their Satisfaction. International Journal of Quality & Reliability Management, Vol. 21 No. 8, pp. 817-840

Shep Hyken. (2018). Business Lose 75 Billion Due to Poor Quality Customer Service. Retrieved from https://www.forbes.com/sites/shephyken/2018/05/17/businesses-lose-75-billion-due-to-poor-customer-service/#7f0b779e16f9

BARUTÇU, Süleyman. (2010). E-Customer Satisfaction in The E-Tailing Industry: An Empirical Survey for Turkish E-Customers. Ege Akademik Bakis (Ege Academic Review), Vol. 10 No. 1, pp. 15-15

Hinomona, R., Masinge, G. & Sandada, M., (2014). The Influence of E-Service Quality On Customer Perceived Value, Customer Satisfaction and Loyalty In South Afrika. Mediterranean Journal of Social Sciences, 5(9), pp. 331

Rami Mohammad Al-dweeri. (2019). “The Effect of E-service Quality On Jordanian Student’s E-loyalty: An Empirical Study In Online Retailing”. Industrial Management & Data Systems, Vol. 119 No. 4, pp. 902-923 Ajmal, F., & MohdYasin, N. (2015). Electronic Commerce Adoption in Malaysia: An Empirical Study of Small and Medium-Sized Enterprise (SMES). International Journal of Advances in Electronics and Computer Science, 2(5), 5-9.

Ahmad Salih Anesar. (2014). E-Service Quality: Conceptual Approach Article Info. Journal of Advanced Social Research, Vol. 4 No. 4, pp. 01-9

The Statistic Portal Malaysia. (2019). E-Commerce Malaysia. Retrieved from https://www.statista.com/outlook/243/122/ecommerce/malaysia

ASEANUP (2019). Insights and Trends of E-Commerce In Malaysia. Retrieved from https://aseanup.com/insights-trends-e-commerce-malaysia/

MCMC. (2018). E-Commerce Consumer Survey. Retrieved from https://www.mcmc.gov.my/skmmgovmy/media/General/pdf/ECS-2018.pdf

Barrutia, José M., Gilsanz, Ainhize. (2009). E-Service quality: Overview and Research Agenda. International Journal of Quality and Service Sciences, Vol. 1 No. 1, pp. 29-50

Al-Nasser, M., Islam, R., Abidin, I.S.Z., Azam, M. & Prabhakar, AC., (2015). Analysis of E-Service Quality Through Online Shopping. Research Journal of Business Management, 9(3), pp. 422-442

Zeithaml, A., Parasuraman, A. and Malhotra, A. (2000). “A Conceptual Framework For Understanding E-Service Quality: Implications For Future Research and Managerial Practice”. Marketing Science Institute, Cambridge, MA, No. 00-115

Chong. H.t., (2014). Factors Affecting Online Shopping of Purchasing Apparels Among Young Adults. Universiti Tunku Abdul Rahman, Malaysia

Santoso, A. & Aprianingsih, A., (2017). The Influence of Perceived Service and E-Service Quality To Repurchase Intention: the Mediating Role of Customer Satisfaction Case Study. Journal of Business and Management, 6(10), pp. 32-43Schaupp, L., & Belanger, F. (2014). The value of social media for small businesses. Journal of Information Systems, 28, 187-207. doi:10.2308/isys-50674.

Santouridis, I., Trivellas, P., & Tsimonis, G. (2012). Using E-S-QUAL To Measure Internet Service Quality of E-commerce Web Sites In Greece. International Journal of Quality and Service Sciences, 4(1), 86-98

Ojo, O., (2010). The Relationship Between Service Quality and Customer Satisfaction in the Telecommunication Industry: Evidence From Nigeria. Broad Research in Accounting, Negotiation, and Distribution, 1(1)

Lee, Gwo Guang, Lin, Hsiu Fen. (2005). Customer Perceptions of E-service Quality In Online Shopping. International Journal of Retail and Distribution Management, Vol. 33 No. 2, pp. 161-176

Ha, S. & Stoel, L., (2012). Online Apparel Retailing: Role of E-Shopping Quality and Experiential E-Shopping Motives. Journal of Service Management, 23(2), pp. 197-215

Kim, M., Kim, J.H., & Lennon, S. J., (2011). E-Service Attributes Available On Men’s and Women’s Apparel Web Sites. Managing Service Quality, 21(1), pp. 25-45

Carlos Arus. (2009). Web Design: A Key Factor For the Website Success. Journal of System and Information Technology. Retrieved from https://www.researchgate.net/publication/220419456_Web_design_A_key_factor_for_the_website success

Mohseni, S., Jayashree, S., Rezaei, S., Kasim, A., & Okumus, F. (2018). Attracting Tourists to Travel Companies’ Websites: The Structural Relationship between Website Brand, Personal Value, Shopping Experience, Perceived Risk and Purchase Intention. 21(6), 616–645

Al-Maghrabi, T. & Dennis, C., (2011). “ What Drives Consumers’ Continuance Intention To E-Shopping? : Conceptual Framework and Managerial Implications In The Case of Saudi Arabia”. International Journal of Retail and Distribution Management, 39(12), pp. 899-926

Sam, M. F. M., & Tahir, M. N. H. (2009). Website Quality and Consumer Online Purchase Intention of Air Ticket. International Journal of Basic & Applied Sciences, 9(10), 4-9.

Bauboniene, Z. & Guleviciute, G., (2015). E-commerce Factors Influencing Consumers’ Online Shopping Decision. Social Technologies, 5(1), pp. 74-81

Raje, A., & Khanna, V.T., (2012). Impact of E-Service Quality On Consumer Purchase Behaviour In An Online Shopping. IJCSMS International Journal of Computer Science and Management Studies, 12(02), pp. 1-5

Yang, Z. and Jun, M. (2002). “Consumer Perception of E-service Quality: From Internet Purchaser and Non-Purchaser Perspectives”. Journal of Business Strategies, Vol. 19 No. 1, pp. 19-41

Arslan et al., (2014). Effect of Service Quality Dimensions on Customer Satisfaction : A Comparative Analysis of Pakistan Telecom Sector. Research on Humanities and Social Sciences (Paper), 2224-5766 ISSN. Vol. 4, No. 19

Fridh, David Dahl, Teodor. (2019). A Consumer Perspective of Personalized Marketing: An Exploratory Study On Consumer Perception of Personalized Marketing and How It Affects The Purchase Decision Making. Retrieved from https://www.diva-portal.org/smash/get/diva2:133116/FULLTEXT01.pdf

V. Clement B. (2008). Measuring Service Quality in Online Shopping. A Case Study of E-Retailing In Iran. Conference Management of Innovation and Technology. https://www.researchgate.net/publication/224341723_Measuring_Service_Quality_in_Online_Shopping_A_Case_Study_of_E-Retailing_in_Iran

Sivadas, E. and Prewitt, J.B. (2000). “An Examination of The Relationship Between Service quality, Customer Satisfaction, and Store Loyalty”. International Journal of Retail & Distribution Management, Vol. 28 No. 2, pp. 73-82

Kumar, A., & Dash, M.K., (2015). E-Service Quality Dimensions’ Effect On Customers’ Willingness To Buy: Structural Equation Modelling Approach. International Journal of Services and Operations Management, 22(3), pp. 287-303

Hsiu-Fen Lin, Gwo-Guang. (2005). “Customer Perceptions of E-Service Quality In Online Shopping”. International Journal of Retail & Distribution Management, Vol. 33 No. 2, pp. 161-176q

Zeithaml, V.A. (2002). “Service Excellent In Electronic Channels”, Managing Service Quality, Vol. 12 No. 3, pp. 135-8

Rishi Kant and Deepak Jaiswal. (2017). The Impact of Perceived Service Quality Dimensions On Customer Satisfaction: An Empirical Study On Public Sector Banks In India. International Journal of Bank Marketing, Vol. 35 No. 3, pp. 411-430

Gera, Rajat. (2011). Effects of Online Service Quality Dimensions On Satisfaction, Value and Behavioral Outcomes. International Journal of Arts & Sciences, Vol. 4 No. 12, pp. 123-140

Pratminingsih, S. A., Lipuringtyas, C., & Rimenta, T. (2013). Factors Influencing Customer Loyalty Towards Online Shopping. International Journal of Trade, Economics and Finance, 4(3), 104-110

Mou, J., Shin, D. H., & Cohen, J. (2017). Understanding Trust and Perceived Usefulness In The Consumer Acceptance of An E-service. Behaviour and Information Technology. 36(2), 125–139

Thamizhvanan, A., & Xavier, M. J. (2013). Determinants of Customers’ Online Purchase Intention: An Empirical Study In India. Journal of Indian Business Research, 5(1), 17-32.

Hung, S.Y., Chen, C.C. & Huang, N.H., (2014). An Integrative Approach To Understanding Customer Satisfaction With E-Service Of Online Stores. Journal of Electronic Commerce Research, 15(1), pp. 40

Oliver, J. (2019). Measuring Customer Satisfaction In The E-Service Market. Hilos Tensados, Vol. 1, pp. 1-476

Yongju Jeong and Yongsung Lee. (2010). “A Study On The Customer Satisfaction and Customer Loyalty of Furniture Purchaser In On-Line Shop”. The Asian Journal on Quality, Vol. 11 No. 2, pp, 146-156q

Cohen, L., Manion, L., & Morrison, K. (2011). Research Methods in Education. Retrieved from https://doi.org/10.1111/j.1467-8527.2007.00388_4.x

Anas Salman Alabboodi. (2019). The Effect of Customer Satisfaction On Service Quality: The Case of Iraqi Banks. International Journal of Applied Research, Vol. 5 No. 1, pp. 146-152

Al-Nasser, M., Yisoff, R. Z., Islam, R. & Al-Nasser, A., (2013). E-Service Quality and Its Effect on Customers’ Perception Trust. American Journal of Economics and Business Administration, 5(2), pp. 47

Tzavlopoulos, Ιoannis, Gotzamani, Katerina, Andronikidis, Andreas, Vassiliadis, Chris. (2019). Determining The Impact of E-commerce Quality On Customers’ Perceived Risk, Satisfaction, Value and Loyalty. International Journal of Quality and Service Sciences

Shpetim, C., (2012). Exploring The Relationship Among Service Quality, Satisfaction, Trust and Store Loyalty Among Retail Customers. Journal of Competitiveness, 4(4), pp. 16-35

Tandon, U., Kiran, R., & Sah, A.N., (2017). Customer Satisfaction As Mediator between Website Service Quality and Repurchase Intention: An Emerging Economy Case. Service Science, 9(2), pp. 106-120

Downloads

Published

2020-12-02

How to Cite

Selamat, A. S., & TAY, Y. Y. (2020). THE IMPACT OF ONLINE RETAIL SERVICE QUALITY ON CUSTOMER SATISFACTION. The Journal of Technology Management and Technopreneurship (JTMT), 8(1), 32–51. Retrieved from https://jtmt.utem.edu.my/jtmt/article/view/6008

Issue

Section

Journal of Technology Management and Technopreneurship