Exploring E-service Quality on Customer Satisfaction in the Online Marketplace
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Abstract
This research aims to examine the effect of electronic service quality (e-service quality) on customer satisfaction in the online marketplace in Thailand. This study illustrates how linking the four dimensions of e-service quality: (1) efficiency, (2) system availability, (3) fulfillment, and (4) privacy in the online marketplace can lead to customer satisfaction. Data were collected from 400 buyers who had purchased a product from an online marketplace by questionnaire survey. Spearman's correlation coefficient was conducted to test the hypotheses and to define the direction of relations in this research. The results demonstrate a positive relationship between e-service quality and customer satisfaction. The tests of hypothesized relationships are all accepted which significant value is greater than 0.01. Among the four e-service quality dimensions, efficiency was found to have the strongest relationship with customer satisfaction. However, the level of correlation relationship between efficiency and customer satisfaction was moderate. Furthermore, privacy, system availability, and fulfillment showed a weak correlation relationship with customer satisfaction, respectively. Finally, this research indicates that the online marketplace firms should pay attention to assess their e-service quality for continuous improvement of their service quality in terms of efficiency, privacy, system availability, and fulfillment to enhance their customer satisfaction.
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