E-SERVICE QUALITY AND CUSTOMER SATISFACTION ON E-COMMERCE PLATFORM TOWARDS APPAREL PRODUCTS IN INDONESIA

Abstract

Increasing online business on apparel product sales compelled it to provide the highest e-services quality to ensure customer satisfaction. Evaluating e-services quality and customer satisfaction was essential to increase customer interest in online purchasing. The purpose of this study was to investigate the relationship between e-service quality and customer satisfaction on e-commerce platform in Indonesia toward apparel products in Tokopedia. This research incorporated the SERVQUAL theory in modifying the variables that determine customer satisfaction. The sample comprises 353 students from University of Mataram, Indonesia. The findings of this study demonstrated a significant relationship between e-service quality and customer satisfaction. Further, it was found that ease of use had the greatest impact on customer satisfaction compared to other e-service quality. Therefore, the study assisted e-commerce in identifying aspects of e-service quality that impact customer satisfaction. It is recommended that management always conduct pre-evaluations of e-service quality to determine the optimal e-service quality for customer satisfaction.