Measuring E-Commerce Customer Satisfaction and Loyalty in Jakarta Using E-SERVQUAL and IPA Case Study JD.ID
DOI:
https://doi.org/10.35806/ijoced.v7i1.506Keywords:
Customer loyalty, Customer satisfaction, E-commerce, E-service quality, Importance Performance Analysis (IPA), Tool design, SEM-PLSAbstract
In order to improve customer satisfaction and loyalty to e-commerce, certain aspects of e-service quality need to be emphasized. To evaluate the collected data, the study employs SEM-PLS, and Importance Performance Map Analysis (IPA). The findings show that variables such as website reliability, security, compensation, responsiveness, personalization, and assurance significantly affect consumer satisfaction, which in turn has a positive influence on customer loyalty. According to the results of the IPA research, e-commerce must concentrate on security factors which have 0.086 importance to strengthen its security controls and increase customer loyalty and trust. Hence, to maintain high-priority variables, e-commerce should also maintain website design variables and customer satisfaction.
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