EXAMINING THE RELATIONSHIP BETWEEN THE E-SERVICE QUALITY OF INDONESIAN FASHION RETAILERS’ E-COMMERCE WEBSITES, CUSTOMER SATISFACTION, AND PURCHASE INTENTION
Keywords:
E-service Quality, E-commerce, Customer Satisfaction, Purchase Intention
Abstract
This research identifies several factors influencing Indonesian fashion retailers’ intention to buy through e-commerce websites or applications, specifically, e-service quality and customer satisfaction. This study uses a quantitative descriptive method by disseminating questionnaires to 300 respondents across Indonesia with the specification of having mobile phones, having connected to the internet, and having purchased products online at least once from Indonesian fashion retailers such as H&M, Uniqlo, Zara, Pull&Bear, etc. This study confirmed that out of the five dimensions of e-service quality, only reliability, personalization, and trust positively influence overall e-service quality. Additionally, overall e-service quality positively influenced customer satisfaction and purchase intention. Moreover, customer satisfaction positively and significantly influences purchase intention because it has the highest R². Lastly, customer satisfaction was found to mediate the relationship between overall e-service quality and purchase intention through the Sobel test. Future scholars are suggested to explore alternative variables and delve into other sectors within the digital realm beyond the fashion industry to strengthen the validity of this study. They also may consider sampling from broader scopes, such as the ASEAN region or even at the Asian level, to improve the comprehensiveness of their research.
References
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Bakos, Y. (1991). A strategic analysis of the electronic marketplace. MIS Quarterly, Vol. 15(3): 295-310.
Bhat, S. A., & Darzi, M. A. (2020). Online service quality determinants and e-trust in internet shopping: A psychometric approach. Vikalpa, Vol. 45(4): 207-222.
Blut, M. (2016). E-service quality: development of a hierarchical model. Journal of Retailing, Vol. 92(4): 500-517.
Chang, T. Z., & Wildt, A. R. (1994). Price, product information, and purchase intention: An empirical study. Journal of the Academy of Marketing Science, Vol. 22: 16-27.
Cronin, J.J. and Taylor, S.A. (1992). Measuring service quality: a re-examination and extension. Journal of Marketing, Vol. 56(3): 55-68.
Devaraj, S., Fan, M. and Kohli, R. (2002). Antecedents of B2C channel satisfaction and preference: validating e-commerce metrics. Information Systems Research, Vol. 13(3): 316-333.
Dhingra, S., Gupta, S., & Bhatt, R. (2020). A Study of Relationship Among Service Quality of E-Commerce Websites, Customer Satisfaction, and Purchase Intention. International Journal of E-Business Research, Vol. 16(3): 42–59.
Escobar-Rodríguez, T., & Bonsón-Fernández, R. (2016). Analyzing online purchase intention in Spain: fashion e-commerce. Information Systems and e-Business Management, Vol. 15(3): 599–622.
Ginting, Y., Chandra, T., Miran, I., & Yusriadi, Y. (2023). Repurchase intention of e-commerce customers in Indonesia: An overview of the effect of e-service quality, e-word of mouth, customer trust, and customer satisfaction mediation. International Journal of Data and Network Science, Vol. 7(1): 329-340.
Gundersen, M.G., M. Heide and U.H. Olsson, (1996). Hotel Guest Satisfaction among Business Travellers: What Are the Important Factors?. The Cornell Hotel and Restaurant Administration Quarterly, Vol. 37(2): 72-81.
Hair, J. R., Joseph, F., Black, W. C., Babin, B. J. and Anderson, R. E. (2010). Multivariate Data Analysis. Pearson Prentice Hall, USA
Iskandar, D., Nurmalina, R., & Riani, E. (2015). The effect of service, product quality, the perceived value on consumer purchase intention. Indonesian Journal of Business and Entrepreneurship, Vol. 1(2): 51–62.
Khairunnisa, S., Hafidhuddin, D., & Tanjung, H.(2018), “Online Purchase Intention: Study Case Moslem (Islamic) Fashion (Hijup.Com)”, International Journal of Accounting, Finance and Business, Vol. 3(16): 35-47.
Kim, J., & Lee, J. (2002), “Critical design factors for successful e-commerce systems”, Behavior & Information Technology, Vol. 21(3), pp. 185-199.
Kim, D., Ammeter, A. P. (2008), “Examining shifts in online purchasing behavior: decoding the net generation”, Academy of Information and Management Sciences Proceedings, Vol. 12, No. 1.
Krauter, S.G. and Kaluscha, E.A. (2003), “Empirical research in online trust: a review and critical assessment”, International Journal of Human Computer Studies, Vol. 58 No. 6, pp. 783-812.
Lee, G. G., & Lin, H. F. (2005), “Customer perceptions of e-service quality in online shopping”, International Journal of Retail & Distribution Management, Vol. 33(2), pp. 161–176.
Lee, T. S., Ariff, M. S. M., Zakuan, N., Sulaiman, Z., & Saman, M. Z. M. (2016, May). Online sellers’ website quality influencing online buyers’ purchase intention. In IOP Conference Series: Materials Science and Engineering (Vol. 131, No. 1, p. 012014). IOP Publishing.
Li, Y.N., Tan, K.C. and Xie, M. (2002), “Measuring web-based service quality”, Total Quality Management, Vol. 13 No. 5, pp. 685-700.
Madu, C. N., & Madu, A. A. (2002), “Dimensions of e-quality”, International Journal of Quality & Reliability Management, Vol. 19(3), pp. 246–258.
Maharsi, A. R., Njotoprajitno, R. S., Hadianto, B., & Wiraatmaja, J. (2021). The effect of service quality and customer satisfaction on purchasing intention: A case study in Indonesia. The Journal of Asian Finance, Economics and Business, Vol. 8(4): 475-482.
Mamakou, X.J., Zaharias, P. and Milesi, M. (2024), "Measuring customer satisfaction in electronic commerce: the impact of e-service quality and user experience", International Journal of Quality & Reliability Management, Vol. 41(3): 915-943.
Momotaz, S. N., & Hasan, M. S. (2018). Exploring the Impact of Service Quality Factors on Customer Satisfaction towards Online Shopping: Evidence from Bangladesh. World Journal of Social Sciences, 8(1): 102–123.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985), “A conceptual model of service quality and its implications for future research”, Journal of Marketing, Vol. 49(4): 41–50.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988), “Servqual: A multiple-item scale for measuring consumer perceptions of service quality”, Journal of Retailing, Vol. 64(1): 12–40.
Rehman, S.U., Bano, T. and Bhatti, A. (2019), “Factors influencing online purchase intention with the mediating role of customer satisfaction”, International Journal of Economics, Management and Accounting, Vol. 27 (1): 235-252.
Ruanguttamanun, C., & Peemanee, J. (2022). Causal Relationship between e-Service Quality, Online Trust and Purchase Intentions on Lazada Group, An Asia's Leading E-commerce Platform. Journal of Distribution Science, 20(1):13-26.
Saleem, H., & Raja, N. S. (2014). The impact of service quality on customer satisfaction, customer loyalty, and brand image: Evidence from the hotel industry of Pakistan. Middle-East Journal of Scientific Research, 19(5): 706-711.
Saleem, A., Ghafar, A., Ibrahim, M., Yousuf, M., & Ahmed, N. (2015). “Product perceived quality and purchase intention with consumer satisfaction”, Global Journal of Management and Business Research: E-Marketing, Vol. 15(1): 21-28.
Santos, J. (2003), “E-service quality: a model of virtual service quality dimensions”, Management Service Quality, Vol. 13 No. 3, pp. 233-46.
Santoso, W., Sunyoto, H. K., & Usmanij, P. (2023). Managing Intangible Resources on e-Commerce Msme Embracing Digital Era in Surabaya: A Test of Business Adoption as Mediation. In Entrepreneurship Research: Developing New and Emerging Patterns in the Post COVID-19 Pandemic Era (pp. 83-102). Singapore: Springer Nature Singapore.
Sari, M., Siswati, T., Suparto, A. A., Ambarsari, I. F., Azizah, N., Safitri, W., & Hasanah, N. (2022). Metodologi penelitian. Global Eksekutif Teknologi.
Sharma, G. and Lijuan, W. (2015), "The effects of online service quality of e-commerce Websites on user satisfaction", The Electronic Library, Vol. 33(3): 468-485.
Sharma, N. (2018), “Developing and Validating an Instrument for Measuring Online Service Quality in the Tourism Sector”, IUP Journal of Management Research, Vol. 17(1): 38–70.
Shiau, W.-L. and Luo, M.M. (2012), “Factors affecting online group buying intention and satisfaction: a social exchange theory perspective”, Computers in Human Behavior, Vol. 28(6): 2431-2444
Singh, A. S., & Masuku, M. B. (2014), “Sampling techniques & determination of sample size in applied statistics research: An overview”, International Journal of economics, commerce and management, Vol. 2(11): 1-22.
Statista (2023), “Number of internet users in Indonesia”, retrieved from https://www.statista.com/statistics/254456/number-of-internet-users-in-indonesia/
Stolzenberg, R. M. (2004). Multiple regression analysis. Handbook of data analysis, 165(208): 175-198.
Sunyoto, H. K., Vincentia, J., & Nathanael, V. (2023), “ANALYZING THE INFLUENCE OF E-SERVICE QUALITY AND PRODUCT QUALITY ON CUSTOMER SATISFACTION OF E-COMMERCE WEBSITE ZALORA INDONESIA: TESTING PURCHASE DECISION AS THE MEDIATING VARIABLE,” International Journal of Economics, Business and Accounting Research (IJEBAR), Vol. 7(4): 1663–1673.
Sunyoto, H. K., Vincentia, J., & Nathanael, V. (2024). “Factors Influencing Consumers’ Purchasing Intention on BerryBenka E-commerce Application in Surabaya: Applying Mediation Test of Customer Satisfaction,” JURNAL STIE SEMARANG (EDISI ELEKTRONIK), Vol. 16(1), pp. 41–58.
Sunyoto, H. K., Gunawan, C. A., & Shrinithy, P. (2024), “The Measurement of Consumers’ Purchase Intention in E-commerce by Electronic Service Quality: Mediation Test of E-satisfaction and E-trust”, Abhigyan, 09702385241282386.
Udo, G. J., Bagchi, K. K., & Kirs, P. J. (2010). An assessment of customers’e-service quality perception, satisfaction and intention. International Journal of Information Management, Vol. 30(6): 481-492.
Urinbaeva, G., Khasanova, D., & Clugston, C. J. (2023), “The effect of perceived corporate social responsibility on purchase intention in mobile commerce: mediating roles of trusting beliefs and satisfaction”, European Journal of Management and Business Economics.
van Riel, A.C.R., Liljander, V. and Jurriëns, P. (2001). "Exploring consumer evaluations of e‐services: a portal site", International Journal of Service Industry Management, Vol. 12(4): 359-377.
Venkatakrishnan, J., Alagiriswamy, R. and Parayitam, S. (2023). "Web design and trust as moderators in the relationship between e-service quality, customer satisfaction, and customer loyalty," The TQM Journal, Vol. 35(8): 2455-2484
Wolfinbarger, M. and Gilly, M.G. (2003). “eTailQ: dimensionalizing, measuring and predicting etail quality,” Journal of Retailing, Vol. 79(3): 183–98.
Yang, Z. (2001), “Customer perceptions of service quality in internet-based electronic commerce”, Proceedings of the 30th EMAC Conference, Bergen: 8–11.
Yimer, A. M., Dessie, T. S., Oumer, S. H., & Ali, M. Y. (2023). “Factors influencing iKconsumers purchase intention during Covid-19 pandemic in the case of Dessie Town, Ethiopia”, Future Business Journal, Vol. 9(1): 82.
Zeithaml, V.A. (2002). “Service excellent in electronic channels,” Managing Service Quality, Vol. 12(3): 135-139.
Ali, H. (2019). Measurement of e-services quality: An empirical study of University of Bahrain. Education and Information Technologies, Vol. 24(3): 1907–1924.
Bakos, Y. (1991). A strategic analysis of the electronic marketplace. MIS Quarterly, Vol. 15(3): 295-310.
Bhat, S. A., & Darzi, M. A. (2020). Online service quality determinants and e-trust in internet shopping: A psychometric approach. Vikalpa, Vol. 45(4): 207-222.
Blut, M. (2016). E-service quality: development of a hierarchical model. Journal of Retailing, Vol. 92(4): 500-517.
Chang, T. Z., & Wildt, A. R. (1994). Price, product information, and purchase intention: An empirical study. Journal of the Academy of Marketing Science, Vol. 22: 16-27.
Cronin, J.J. and Taylor, S.A. (1992). Measuring service quality: a re-examination and extension. Journal of Marketing, Vol. 56(3): 55-68.
Devaraj, S., Fan, M. and Kohli, R. (2002). Antecedents of B2C channel satisfaction and preference: validating e-commerce metrics. Information Systems Research, Vol. 13(3): 316-333.
Dhingra, S., Gupta, S., & Bhatt, R. (2020). A Study of Relationship Among Service Quality of E-Commerce Websites, Customer Satisfaction, and Purchase Intention. International Journal of E-Business Research, Vol. 16(3): 42–59.
Escobar-Rodríguez, T., & Bonsón-Fernández, R. (2016). Analyzing online purchase intention in Spain: fashion e-commerce. Information Systems and e-Business Management, Vol. 15(3): 599–622.
Ginting, Y., Chandra, T., Miran, I., & Yusriadi, Y. (2023). Repurchase intention of e-commerce customers in Indonesia: An overview of the effect of e-service quality, e-word of mouth, customer trust, and customer satisfaction mediation. International Journal of Data and Network Science, Vol. 7(1): 329-340.
Gundersen, M.G., M. Heide and U.H. Olsson, (1996). Hotel Guest Satisfaction among Business Travellers: What Are the Important Factors?. The Cornell Hotel and Restaurant Administration Quarterly, Vol. 37(2): 72-81.
Hair, J. R., Joseph, F., Black, W. C., Babin, B. J. and Anderson, R. E. (2010). Multivariate Data Analysis. Pearson Prentice Hall, USA
Iskandar, D., Nurmalina, R., & Riani, E. (2015). The effect of service, product quality, the perceived value on consumer purchase intention. Indonesian Journal of Business and Entrepreneurship, Vol. 1(2): 51–62.
Khairunnisa, S., Hafidhuddin, D., & Tanjung, H.(2018), “Online Purchase Intention: Study Case Moslem (Islamic) Fashion (Hijup.Com)”, International Journal of Accounting, Finance and Business, Vol. 3(16): 35-47.
Kim, J., & Lee, J. (2002), “Critical design factors for successful e-commerce systems”, Behavior & Information Technology, Vol. 21(3), pp. 185-199.
Kim, D., Ammeter, A. P. (2008), “Examining shifts in online purchasing behavior: decoding the net generation”, Academy of Information and Management Sciences Proceedings, Vol. 12, No. 1.
Krauter, S.G. and Kaluscha, E.A. (2003), “Empirical research in online trust: a review and critical assessment”, International Journal of Human Computer Studies, Vol. 58 No. 6, pp. 783-812.
Lee, G. G., & Lin, H. F. (2005), “Customer perceptions of e-service quality in online shopping”, International Journal of Retail & Distribution Management, Vol. 33(2), pp. 161–176.
Lee, T. S., Ariff, M. S. M., Zakuan, N., Sulaiman, Z., & Saman, M. Z. M. (2016, May). Online sellers’ website quality influencing online buyers’ purchase intention. In IOP Conference Series: Materials Science and Engineering (Vol. 131, No. 1, p. 012014). IOP Publishing.
Li, Y.N., Tan, K.C. and Xie, M. (2002), “Measuring web-based service quality”, Total Quality Management, Vol. 13 No. 5, pp. 685-700.
Madu, C. N., & Madu, A. A. (2002), “Dimensions of e-quality”, International Journal of Quality & Reliability Management, Vol. 19(3), pp. 246–258.
Maharsi, A. R., Njotoprajitno, R. S., Hadianto, B., & Wiraatmaja, J. (2021). The effect of service quality and customer satisfaction on purchasing intention: A case study in Indonesia. The Journal of Asian Finance, Economics and Business, Vol. 8(4): 475-482.
Mamakou, X.J., Zaharias, P. and Milesi, M. (2024), "Measuring customer satisfaction in electronic commerce: the impact of e-service quality and user experience", International Journal of Quality & Reliability Management, Vol. 41(3): 915-943.
Momotaz, S. N., & Hasan, M. S. (2018). Exploring the Impact of Service Quality Factors on Customer Satisfaction towards Online Shopping: Evidence from Bangladesh. World Journal of Social Sciences, 8(1): 102–123.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985), “A conceptual model of service quality and its implications for future research”, Journal of Marketing, Vol. 49(4): 41–50.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988), “Servqual: A multiple-item scale for measuring consumer perceptions of service quality”, Journal of Retailing, Vol. 64(1): 12–40.
Rehman, S.U., Bano, T. and Bhatti, A. (2019), “Factors influencing online purchase intention with the mediating role of customer satisfaction”, International Journal of Economics, Management and Accounting, Vol. 27 (1): 235-252.
Ruanguttamanun, C., & Peemanee, J. (2022). Causal Relationship between e-Service Quality, Online Trust and Purchase Intentions on Lazada Group, An Asia's Leading E-commerce Platform. Journal of Distribution Science, 20(1):13-26.
Saleem, H., & Raja, N. S. (2014). The impact of service quality on customer satisfaction, customer loyalty, and brand image: Evidence from the hotel industry of Pakistan. Middle-East Journal of Scientific Research, 19(5): 706-711.
Saleem, A., Ghafar, A., Ibrahim, M., Yousuf, M., & Ahmed, N. (2015). “Product perceived quality and purchase intention with consumer satisfaction”, Global Journal of Management and Business Research: E-Marketing, Vol. 15(1): 21-28.
Santos, J. (2003), “E-service quality: a model of virtual service quality dimensions”, Management Service Quality, Vol. 13 No. 3, pp. 233-46.
Santoso, W., Sunyoto, H. K., & Usmanij, P. (2023). Managing Intangible Resources on e-Commerce Msme Embracing Digital Era in Surabaya: A Test of Business Adoption as Mediation. In Entrepreneurship Research: Developing New and Emerging Patterns in the Post COVID-19 Pandemic Era (pp. 83-102). Singapore: Springer Nature Singapore.
Sari, M., Siswati, T., Suparto, A. A., Ambarsari, I. F., Azizah, N., Safitri, W., & Hasanah, N. (2022). Metodologi penelitian. Global Eksekutif Teknologi.
Sharma, G. and Lijuan, W. (2015), "The effects of online service quality of e-commerce Websites on user satisfaction", The Electronic Library, Vol. 33(3): 468-485.
Sharma, N. (2018), “Developing and Validating an Instrument for Measuring Online Service Quality in the Tourism Sector”, IUP Journal of Management Research, Vol. 17(1): 38–70.
Shiau, W.-L. and Luo, M.M. (2012), “Factors affecting online group buying intention and satisfaction: a social exchange theory perspective”, Computers in Human Behavior, Vol. 28(6): 2431-2444
Singh, A. S., & Masuku, M. B. (2014), “Sampling techniques & determination of sample size in applied statistics research: An overview”, International Journal of economics, commerce and management, Vol. 2(11): 1-22.
Statista (2023), “Number of internet users in Indonesia”, retrieved from https://www.statista.com/statistics/254456/number-of-internet-users-in-indonesia/
Stolzenberg, R. M. (2004). Multiple regression analysis. Handbook of data analysis, 165(208): 175-198.
Sunyoto, H. K., Vincentia, J., & Nathanael, V. (2023), “ANALYZING THE INFLUENCE OF E-SERVICE QUALITY AND PRODUCT QUALITY ON CUSTOMER SATISFACTION OF E-COMMERCE WEBSITE ZALORA INDONESIA: TESTING PURCHASE DECISION AS THE MEDIATING VARIABLE,” International Journal of Economics, Business and Accounting Research (IJEBAR), Vol. 7(4): 1663–1673.
Sunyoto, H. K., Vincentia, J., & Nathanael, V. (2024). “Factors Influencing Consumers’ Purchasing Intention on BerryBenka E-commerce Application in Surabaya: Applying Mediation Test of Customer Satisfaction,” JURNAL STIE SEMARANG (EDISI ELEKTRONIK), Vol. 16(1), pp. 41–58.
Sunyoto, H. K., Gunawan, C. A., & Shrinithy, P. (2024), “The Measurement of Consumers’ Purchase Intention in E-commerce by Electronic Service Quality: Mediation Test of E-satisfaction and E-trust”, Abhigyan, 09702385241282386.
Udo, G. J., Bagchi, K. K., & Kirs, P. J. (2010). An assessment of customers’e-service quality perception, satisfaction and intention. International Journal of Information Management, Vol. 30(6): 481-492.
Urinbaeva, G., Khasanova, D., & Clugston, C. J. (2023), “The effect of perceived corporate social responsibility on purchase intention in mobile commerce: mediating roles of trusting beliefs and satisfaction”, European Journal of Management and Business Economics.
van Riel, A.C.R., Liljander, V. and Jurriëns, P. (2001). "Exploring consumer evaluations of e‐services: a portal site", International Journal of Service Industry Management, Vol. 12(4): 359-377.
Venkatakrishnan, J., Alagiriswamy, R. and Parayitam, S. (2023). "Web design and trust as moderators in the relationship between e-service quality, customer satisfaction, and customer loyalty," The TQM Journal, Vol. 35(8): 2455-2484
Wolfinbarger, M. and Gilly, M.G. (2003). “eTailQ: dimensionalizing, measuring and predicting etail quality,” Journal of Retailing, Vol. 79(3): 183–98.
Yang, Z. (2001), “Customer perceptions of service quality in internet-based electronic commerce”, Proceedings of the 30th EMAC Conference, Bergen: 8–11.
Yimer, A. M., Dessie, T. S., Oumer, S. H., & Ali, M. Y. (2023). “Factors influencing iKconsumers purchase intention during Covid-19 pandemic in the case of Dessie Town, Ethiopia”, Future Business Journal, Vol. 9(1): 82.
Zeithaml, V.A. (2002). “Service excellent in electronic channels,” Managing Service Quality, Vol. 12(3): 135-139.
Published
2024-11-15
Section
Articles
Copyright (c) 2024 Wiliam Santoso, Hadi Kusuma Sunyoto, Hosea Kristo Listyatmadja, Stevano James Donna Hermanto, Berlin Fitoansyah
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
