The impact of the level of customer satisfaction on the quality of e-commerce services

Abstract

Purpose

The purpose of this paper is to present the results of surveys conducted in the field of level of e-commerce services quality. The criteria of quality of e-commerce services were identified. On this basis the hierarchy of importance of the adopted criteria for e-commerce service quality were proposed.

Design/methodology/approach

The level of customer satisfaction was measured using the Servqual method. In order to compare two groups: the quality of e-commerce services before purchase and the quality of e-commerce services after the purchase, a student’s t-test was used. To check if the relations between variables are sufficient to carry out the factor analysis (sampling adequacy), the Keizer–Meyer–Olkin test was used. The scope of the research included 23 selected criteria of customers satisfaction.

Findings

A comparison of the Servqual weighted and unweighted results shows that customers valued the guarantee/safety dimension the most. It can therefore be expected that customers perceive e-commerce services with increasing trust and consider them increasingly reliable which is also confirmed by the growing tendencies in the forecasts of e-commerce services in Poland.

Originality/value

Research allows to know the opinion and expectations related to the quality of services provided in the analysed area and to develop the strategy of company. The most important indicator of the quality of e-commerce services remains reliability (weighting = 0.34). However, the noticeable difference in opinions concerns the tangible elements index compared to the results of the Berry and Parasuraman team and amounted to 0.20.

Citation

Gajewska, T., Zimon, D., Kaczor, G. and Madzík, P. (2020), "The impact of the level of customer satisfaction on the quality of e-commerce services", International Journal of Productivity and Performance Management, Vol. 69 No. 4, pp. 666-684. https://doi.org/10.1108/IJPPM-01-2019-0018