Relationship of service quality dimensions, customer satisfaction and loyalty in e-commerce: a case study of the Shopee App

The development of information technology and mobile device functions have increased the number of online shopping applications, which has increased the competition to attract customers. Service quality has been traced as an important factor that influences consumers' buying behaviour. This present study aimed to assess the difference of four dimensions of service quality (efficiency, fulfilment, system availability, and privacy services) and to examine the relationship of service quality dimensions towards customers' satisfaction and loyalty on Shopee App. The data collection conducted from 03(rd) January to 31 January 2019 were carried out by an online survey. The data were collected from 373 samples. The data were analysed using ANOVA to evaluate the difference in service quality dimensions and regression analysis to examine the relationship among service quality, satisfaction, and loyalty. This study found that the significant difference in service quality dimensions with the highest importance to customers was efficiency, followed by fulfilment, system availability, and privacy. All service quality dimensions positively influenced the customer's satisfaction. Furthermore, the efficiency, fulfilment, and privacy services were the significant factors of customers' loyalty to use the Shopee App. Lastly, consumers' satisfaction positively influenced the consumers' loyalty.