The Effect of Overall E-Service Quality in Marketing to Online Customer Satisfaction after Covid-19

Abstract

Objective - This study aims to explore the behavior of e-commerce user especially in Tokopedia after the outbreak of pandemic covid-19. Methodology/Technique - This study used quantitative methods and the data is acquired by distributing questionnaires to Tokopedia users in Indonesia. 351 data are acquired and processed by using SEM Partial Least Square (PLS). Findings – This study claims that website design has positive significant effect on overall e-service quality; customer service has no significant effect on overall e-service quality; security/privacy has no significant effect on overall e-service quality; fulfilment has no significant effect on overall e-service quality; overall e-service quality has positive significant effect on customer satisfaction; customer satisfaction has positive significant effect on repurchase intention; customer satisfaction has positive significant effect on word of mouth and customer satisfaction has positive significant effect on site revisit. Novelty - The novelty of this research is using complete dimensions of each variable that is not used by previous research in order to give detail explanation. Also, this study is conducted after covid-19 outbreak to explore the potential different behavior of e-commerce consumers. Type of Paper: Empirical JEL Classification: I15, M30, M31, M37, O44, Keywords: Covid-19, e-commerce, Overall E-Service Quality, Customer Satisfaction Reference to this paper should be made as follows: Hayu1, R.S; Sutanpri; Sahputra, H; Hermice, N. (2023). The Effect of Overall E-Service Quality in Marketing to Online Customer Satisfaction After Covid-19, J. Mgt. Mkt. Review, 8(2), 63 – 75. https://doi.org/10.35609/jmmr.2023.8.2(1)