The present study focuses on service quality and its effect on customer satisfaction, with specific reference to two leading e-commerce platforms, Amazon and Flipkart, in the context of Hyderabad, India. By focusing on Amazon and Flipkart, the study captures insights from two of the most widely used e-commerce platforms in India, known for their extensive product offerings, user-friendly interfaces, and large customer base. The geographical scope of the study is limited to Hyderabad, a metropolitan city with a diverse demographic profile and a high rate of e-commerce adoption, making it an ideal setting for the research. The findings of this study will help understand customer expectations, perceptions, and satisfaction levels in relation to the service quality dimensions.

India's e-commerce market is expanding rapidly, fueled by increasing internet penetration, smartphone usage, and a growing preference for convenience in shopping. As competition intensifies among platforms like Amazon, Flipkart, and others, providing superior service quality has become a key factor in retaining customers and enhancing satisfaction. This study is essential to analyze the specific dimensions of service quality that Indian consumers prioritize and to identify how these factors influence customer satisfaction. Understanding the expectations and pain points of Indian e-commerce users can help platforms develop targeted strategies to address issues. Additionally, the study aims to suggest practical measures for improving service quality, enabling e-commerce platforms to meet the evolving needs of customers and foster long-term loyalty. By focusing on the Indian context, this research provides insights that can help e-commerce platforms enhance their competitiveness and customer experience in a rapidly evolving market.

Excerpt

INDEX

CHAPTER -1 INTRODUCTION

CHAPTER -2 REWIEW OF LITERATURE

CHAPTER -4 DATA ANALYSIS AND INTERPRETATION

CHAPTER -5 FINDINGS AND CONCLUSION

BIBLIOGRAPHY

Abstract

This study examines the impact of service quality on customer satisfaction in the e-commerce platforms Amazon and Flipkart, focusing on key service dimensions such as delivery efficiency, customer support, product quality, and secure payment options. Employing a quantitative research approach, primary data was collected from 71 respondents in Hyderabad, a major metropolitan city with high e-commerce penetration. A structured questionnaire using a Likert scale measured customer perceptions of service quality and its influence on satisfaction. The study found that middle-aged consumers (25-34 years) form the largest segment of online shoppers, with female users (62%) outnumbering males (38%). Amazon (62%) is the preferred platform over Flipkart due to its perceived better services. Key service dimensions such as return/refund processes, ease of use, and customer support were highly valued, while secure payment issues and poor product quality negatively affected satisfaction. Factors like timely delivery, discounts, transparent returns, and personalized recommendations contributed to a better customer experience. The study suggests that e-commerce platforms should focus on product quality checks, faster delivery, better customer support, and improved personalization to enhance customer satisfaction and loyalty.

Keywords

Service Quality, Customer Satisfaction, E-commerce, Amazon, Flipkart, Online Shopping, Hyderabad, Product Quality, Delivery Efficiency, Customer Support, Secure Payment

INTRODUCTION

Service quality in e-commerce refers to the overall experience a customer has with an online business, influenced by various factors that contribute to customer satisfaction and loyalty. This encompasses the usability and design of the website or mobile app, where ease of navigation, speed, and intuitive layout are key for a seamless shopping experience. Additionally, the accuracy of product descriptions, clear pricing, and the availability of detailed information about products or services help customers make informed decisions. Effective communication throughout the purchasing process, such as order confirmations, shipping updates, and customer support interactions, also plays a critical role in the perception of service quality. Another important aspect is the reliability of delivery times and the condition in which the product arrives, which directly affects customer satisfaction. Furthermore, prompt and efficient handling of returns, exchanges, and refunds is essential for maintaining trust. High service quality in e-commerce is not only about delivering the right product but ensuring that every interaction with the customer, from browsing to post-purchase support, is smooth, transparent, and responsive. In an increasingly competitive online marketplace, e-commerce businesses that consistently provide exceptional service quality are more likely to build strong customer loyalty, improve retention rates, and encourage positive reviews and recommendations, all of which are essential for long-term success.

Importance of Service Quality in E-Commerce

Service quality in e-commerce is critical as it directly impacts customer satisfaction, loyalty, and overall business success. In the digital marketplace, consumers are increasingly selective about where they spend their money, and high-quality service can be a key differentiator. Elements like a user-friendly website, efficient customer service, fast and reliable delivery, and hassle-free return policies contribute to a seamless shopping experience. When these aspects are executed well, customers are more likely to trust the brand, make repeat purchases, and recommend it to others. On the other hand, poor service quality can lead to negative reviews, loss of customer trust, and ultimately, decreased sales. In e-commerce, where face-to-face interaction is absent, offering exceptional service is even more crucial as it helps build emotional connections and a sense of reliability between the business and consumers. Furthermore, since e-commerce allows customers to easily compare competitors, maintaining high service standards helps businesses stand out in a crowded market. In essence, service quality is not just about fulfilling an order but about ensuring that every interaction with the customer is positive and leaves them confident in their choice of retailer.

Understanding Customer Satisfaction in E-Commerce

Customer satisfaction in e-commerce is a critical factor that determines the success and sustainability of online businesses. It refers to the degree to which customers feel their needs and expectations are met when interacting with an e-commerce platform. This satisfaction is influenced by several factors, including the quality of products, ease of navigation, user-friendly interface, secure payment methods, timely delivery, and responsive customer service. Personalization also plays a key role, as tailored recommendations and customized shopping experiences enhance customer loyalty. Moreover, transparent return policies, accurate product descriptions, and positive reviews contribute to building trust. In a highly competitive digital marketplace, customer satisfaction not only drives repeat purchases but also leads to positive word-of-mouth and increased brand loyalty. Businesses that actively seek feedback and use data analytics to understand customer behavior can continuously improve their offerings and stay ahead of competitors. Ultimately, prioritizing customer satisfaction in e-commerce ensures long-term growth and fosters a loyal customer base in an ever-evolving market.

Interconnection Between Service Quality and Customer Satisfaction

The interconnection between service quality and customer satisfaction is a fundamental concept in business and customer relationship management. Service quality refers to the overall assessment of how well a service meets or exceeds customer expectations, encompassing elements such as reliability, responsiveness, assurance, empathy, and tangibles. Customer satisfaction, on the other hand, is the emotional response of customers based on their experience with a service or product. The two are closely linked, as high service quality often leads to greater customer satisfaction, fostering loyalty and repeat business. For example, prompt responses to inquiries, personalized interactions, and the consistent delivery of promised services build trust and enhance customer satisfaction. Conversely, poor service quality—such as delays, unhelpful staff, or inconsistent performance—can erode trust and diminish satisfaction. Businesses that prioritize and improve service quality can not only meet customer expectations but also exceed them, creating a positive cycle of satisfaction, loyalty, and advocacy that strengthens their competitive position.

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RESEARCH GAP

Service quality has emerged as a critical determinant of customer satisfaction in the e-commerce sector, especially with the rapid growth of online shopping in India. While numerous studies globally have examined the relationship between service quality and customer satisfaction, there is a significant gap in understanding how specific dimensions of service quality—such as delivery efficiency, platform usability, customer support, and product quality—impact Indian consumers. Most existing research focuses on broader aspects of e-commerce adoption, neglecting the detailed exploration of service quality dimensions in influencing customer satisfaction. Additionally, there is limited investigation into the unique challenges faced by Indian e-commerce platforms, such as logistics in remote areas, cultural diversity, and trust issues related to online transactions. Furthermore, actionable insights into specific measures for improving service quality, tailored to the expectations of Indian consumers, remain underexplored. This gap calls for a focused study to better understand service quality in the Indian e-commerce context and its effect on customer satisfaction.

NEED OF THE STUDY

India's e-commerce market is expanding rapidly, fueled by increasing internet penetration, smartphone usage, and a growing preference for convenience in shopping. As competition intensifies among platforms like Amazon, Flipkart, and others, providing superior service quality has become a key factor in retaining customers and enhancing satisfaction. This study is essential to analyze the specific dimensions of service quality that Indian consumers prioritize and to identify how these factors influence customer satisfaction. Understanding the expectations and pain points of Indian e-commerce users can help platforms develop targeted strategies to address issues. Additionally, the study aims to suggest practical measures for improving service quality, enabling e-commerce platforms to meet the evolving needs of customers and foster long-term loyalty. By focusing on the Indian context, this research provides insights that can help e-commerce platforms enhance their competitiveness and customer experience in a rapidly evolving market.

OBJECTIVE OF THE STUDY

1. To analyze the dimensions of service quality offered by e-commerce platforms.
2. To identify factors of service quality influence on customer satisfaction.
3. To suggest the measure for improving service quality to enhance customer satisfaction on e-commerce platforms.

HYPOTHESIS OF THE STUDY

Null Hypothesis (H₀): There is no significant difference among the dimensions of service quality offered by e-commerce platforms.

Null Hypothesis (H₀): Service quality factors do not have a significant influence on customer satisfaction with e-commerce platforms.

SCOPE OF THE STUDY

The present study focuses on service quality and its effect on customer satisfaction, with specific reference to two leading e-commerce platforms, Amazon and Flipkart, in the context of Hyderabad, India. By focusing on Amazon and Flipkart, the study captures insights from two of the most widely used e-commerce platforms in India, known for their extensive product offerings, user-friendly interfaces, and large customer base. The geographical scope of the study is limited to Hyderabad, a metropolitan city with a diverse demographic profile and a high rate of e-commerce adoption, making it an ideal setting for the research. The findings of this study will help understand customer expectations, perceptions, and satisfaction levels in relation to the service quality dimensions.

RESEARCH METHODOLOGY

Research Design

The study employs a quantitative research approach to investigate the impact of service quality on customer satisfaction within the e-commerce platforms of Amazon and Flipkart. This approach enables the collection of numerical data and facilitates the use of statistical methods to analyze relationships between service quality dimensions and customer satisfaction.

Geographic Location

The research is conducted in Hyderabad, a major metropolitan city in India with a high penetration of e-commerce usage, providing a representative sample of urban consumers.

Data Source

Primary data is collected directly from respondents, ensuring firsthand information about their experiences and satisfaction levels with the service quality of Amazon and Flipkart.

Sample Respondents

The study targets users of Amazon and Flipkart, capturing insights from active online shoppers who interact regularly with these platforms.

Sampling Methodology

A convenient sampling methodology is employed, allowing for easy access to respondents who are readily available and willing to participate in the study. This method is practical for reaching a diverse range of e-commerce users in Hyderabad.

Sample Size

The study includes a sample size of 110 respondents, providing a robust dataset for statistical analysis and ensuring sufficient representation of Amazon and Flipkart users.

Research Instrument

A structured questionnaire is used as the primary data collection tool. The questionnaire is designed with Likert scale items to measure:

- The various dimensions of service quality (e.g., delivery efficiency, customer support, product quality).
- The influence of these dimensions on customer satisfaction.
- Suggestions for improving service quality to enhance overall satisfaction.

STATISTICAL TOOLS

Frequency Distribution

Frequency distribution is a method used to organize and summarize data by displaying how often each value occurs in a dataset. This tool helps in visualizing the spread and pattern of data, making it easier to identify trends, patterns, and anomalies. By grouping data into intervals and showing the frequency of values in each group, researchers can gain insights into the distribution and variability of the data.

Discriminant Analysis

Discriminant Analysis is a technique used to classify and prioritize variables to distinguish between two or more groups. It identifies the variables that best separate or discriminate between groups, allowing researchers to predict group membership based on these variables. This analysis is particularly useful in fields such as marketing, finance, and psychology to understand which factors influence group classification and to develop predictive models.

Regression Analysis

Regression Analysis is used to examine the Impact of independent variable on independent variables. It helps in predicting the dependent variable's value based on the independent variables and understanding the impact of each predictor. Regression models are used to quantify relationships, assess the significance of predictors, and make forecasts. This technique is widely used in economics, business, and social sciences to analyze trends and make data-driven decisions.

Exploratory Factor Analysis (EFA)

Exploratory Factor Analysis (EFA), also known as Factor Analysis, is a statistical method used to identify underlying structures in a set of observed variables. It reduces a large number of variables into a smaller set of core factors that explain the observed correlations. EFA is useful for simplifying complex data and highlighting the most important factors that need to be addressed. It is commonly used in psychology, social sciences, and market research to develop and refine measurement instruments by identifying key components.

LIMITATION OF THE STUDY

1. The study is restricted to Hyderabad, which may not capture the perspectives of users from other cities or regions in India with differing demographics and e-commerce usage patterns.

2. The study is limited to Amazon and Flipkart, excluding insights from customers who use other e-commerce platforms such as Myntra, Snapdeal, or niche e-commerce providers, which might offer different service quality experiences.

3. The study does not consider external influences such as technological advancements, regional logistical challenges, or economic factors that may affect service quality and customer satisfaction.

Review of literature

In 2023, Yanti Mayasari Ginting, Teddy Chandra, Ikas Miran, and Yusriadi Yusriadi explored the impact of e-service quality, e-word of mouth (e-WOM), and customer trust on customer satisfaction and repurchase intention among e-commerce customers in Indonesia. They also examined the mediating role of customer satisfaction in the relationship between these factors and repurchase intention. The study found that e-service quality, e-WOM, and customer trust all had a positive influence on customer satisfaction. Additionally, while customer trust and e-service quality did not have a direct impact on repurchase intention, they did affect it indirectly through customer satisfaction. In contrast, e-WOM had a direct and significant effect on repurchase intention. The study concluded that e-service quality and e-WOM are crucial in driving both customer satisfaction and repurchase intention, with customer satisfaction acting as an important mediator. These insights are valuable for e-commerce platforms looking to enhance customer loyalty and increase repurchase behavior.

Ka-Young Oh, So-Young Kang, Yu-Gyeom Oh (2025) : Ka-Young Oh, So-Young Kang, and Yu-Gyeom Oh (2025) investigate the role of logistics service quality in customer satisfaction and repurchase intentions within cross-border e-commerce, with a particular focus on overseas direct purchasers in Korea. The study also explores whether eco-friendly logistics services moderate the relationship between different logistics quality dimensions and customer outcomes. The survey, which gathered 781 responses, found that logistics service quality positively influences customer satisfaction and intention to reuse, with delivery stability being the most significant factor. Additionally, eco-friendly logistics services were found to have a moderating effect, positively influencing the relationship between return logistics and satisfaction, as well as between delivery service quality and customer satisfaction. The study concludes that both logistics service quality and eco-friendly initiatives are crucial for enhancing customer satisfaction and repurchase intentions in the context of cross-border e-commerce.

Wenfang Fan, Bingjia Shao, Xiaohua Dong (2025) Wenfang Fan, Bingjia Shao, and Xiaohua Dong (2025) examine the impact of e-service quality on customer engagement behavior in community e-commerce, using the stimulus-organism-response (SOR) model to guide their research. The focus of the study is on understanding how various aspects of e-service quality, such as system design, intelligent fulfillment, security assurance, and interactive service, influence customer engagement behavior. Through a survey of 326 customers who shop on community e-commerce platforms, the researchers found that e-service quality has a positive effect on customer engagement behavior. Furthermore, customer trust and perceived risk were found to mediate the relationship between e-service quality and engagement behavior. The study concludes with practical recommendations for managers seeking to enhance community e-commerce platforms to foster stronger customer engagement.

Yong Lin, Jing Luo, Li Zhou, Petros Ieromonachou, Liang-Hsiung Huang, Shuqin Cai, Shihua Ma (2025) Yong Lin, Jing Luo, Li Zhou, Petros Ieromonachou, Liang-Hsiung Huang, Shuqin Cai, and Shihua Ma (2025) explore the influence of service quality on customer satisfaction and loyalty within the e-commerce context, specifically from a triadic perspective involving customers, e-retailers, and third-party logistics providers. The researchers conducted a literature review and survey in China to develop a conceptual model, which they tested using structural equation modeling. The study revealed that both e-service quality and logistics service quality have strong positive associations with customer satisfaction. Based on these findings, the researchers recommend that e-retailers should focus on improving not only e-service quality but also logistics service quality to enhance customer satisfaction and loyalty. The study contributes to the understanding of how service quality dimensions impact customer loyalty in e-commerce.

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Haibin Zhang, Lei Wang (2025) Focus: This study focuses on evaluating the service quality of agricultural B2C e-commerce through a multiattribute group decision-making (MAGDM) approach, utilizing interval-valued intuitionistic fuzzy grey relational analysis (IVIF GRA).

Findings: The authors propose an IVIF GRA process that incorporates criteria weights derived from the Criteria Importance Through Intercriteria Correlation (CRITIC) method, demonstrating its effectiveness in ranking service quality alternatives.

Conclusion: The proposed method is effective for identifying service qualities in agricultural B2C e-commerce, offering a new assessment tool for MAGDM that can help improve service quality evaluation in rapidly growing sectors such as agricultural e-commerce.

Dezenia Zain Rachmawati, Anna Amalyah Agus (2020) Focus: This study explores the impact of both e-commerce and logistics service quality on customer satisfaction and loyalty, specifically focusing on Shopee Indonesia as a case study. Findings: Using data from 546 Shopee users, the analysis shows that both e-service quality and logistics service quality directly and positively impact customer satisfaction and loyalty. Conclusion: The findings underscore the importance of service quality in both e-commerce and logistics for enhancing customer satisfaction and loyalty, providing valuable insights for improving service quality in these areas.

Iranda Kayla Avania, A. Widodo (2020) Focus: This research examines the effect of e-service quality on customer loyalty through the mediating role of customer satisfaction, focusing on Shopee Indonesia. Findings: The study reveals that e-service quality positively influences customer satisfaction, which in turn significantly affects customer loyalty. However, e-service quality's direct impact on loyalty is not significant. Conclusion: Customer satisfaction plays a crucial role in mediating the relationship between e-service quality and loyalty, emphasizing the importance of service quality in enhancing long-term customer loyalty for e-commerce platforms like Shopee.

L., Xu, H. (2025) This paper explores how cultural differences affect consumer evaluations of service quality in cross-border e-commerce (CBEC), using Hofstede's framework as a theoretical guide. The study identifies 14 service quality issues that consumers focus on, including logistics, customs efficiency, and shopping experience, through a latent Dirichlet allocation model. A generalized ordered logistic regression model and binary logistic regression model analyze the cultural impacts on consumer sentiment and service quality perception. The results indicate that cultural dimensions significantly influence consumers' emotional tendencies and perceptions, particularly on logistics, trust in sellers, and customs disputes, while some services like cell phone functions and product descriptions are less impacted. The findings offer insights into improving service quality in CBEC by recognizing the role of cultural differences.

Hamdan, H., Ilhamalimy, R. R. (2025) This study investigates the effects of e-service quality, website quality, promotion, and e-trust on repurchase intentions for Shopee in DKI Jakarta. Utilizing a quantitative approach and non-probability purposive sampling, the study analyzes 200 valid samples. Using PLS-SEM, the results show that e-service quality and website quality have a negative and insignificant effect on repurchase intention, while promotion and e-trust have a positive and significant impact. The study emphasizes the importance of promotion and trust in enhancing repurchase intentions, suggesting that Shopee can improve customer loyalty by focusing on these factors.

Pasaribu, F., Sari, W. P., Bulan, T. R. N., Astuty, W. (2025) This study aims to examine how e-commerce service quality affects customer satisfaction, trust, and loyalty, focusing on Indonesian marketplace Shopee.co.id. Data collected from 300 respondents showed significant relationships between service quality and satisfaction, service quality and trust, satisfaction and loyalty, and trust and loyalty. However, service quality's direct effect on loyalty was insignificant. Trust was found to mediate the relationship between service quality and loyalty. The study suggests that Shopee can improve customer loyalty by maintaining cash-on-delivery services and enhancing service delivery processes.

Sheu, P.-L., Chang, S. C., Chang, S.-C. (2025) This study assesses the impact of four service quality dimensions (efficiency, fulfillment, system availability, and privacy services) on customer satisfaction and loyalty with the Shopee App. Using data from 373 samples, the results show that efficiency is the most important service quality dimension for customers, followed by fulfillment, system availability, and privacy. All dimensions positively influence customer satisfaction, with efficiency, fulfillment, and privacy being significant factors for customer loyalty. The study concludes that Shopee should prioritize these factors to enhance both satisfaction and loyalty among users.

Wisnel, W., Wirdianto, E., Cantika, T. (2025) This study explores how e-service quality impacts customer satisfaction and loyalty in Indonesia's most visited e-commerce platforms: Lazada, Tokopedia, Bukalapak, and Shopee. Using the e-servqual model and SEM-PLS analysis, the study found that responsiveness, personalization, and reliability significantly affect customer satisfaction, while website usability, information quality, and assurance do not. Moreover, satisfaction and website usability are key factors influencing loyalty, while responsiveness and reliability have no direct impact on customer loyalty. The findings suggest that e-commerce platforms should focus on responsiveness, personalization, and website usability to improve customer loyalty.

Zhong, Y., Lai, I. K. W., Guo, F., & Tang, H. (2025). This study examines the effects of perceived information sharing quality on express delivery service performance in the e-commerce industry, applying the partnership quality theory. The research, based on 421 samples of E-commerce enterprises in China, used structural equation modeling to reveal that information sharing quality influences partnership trust, which then affects partnership commitment and willingness to share information. Partnership quality and willingness to share information further impact perceived performance. Surprisingly, information sharing quality does not affect commitment. The study contributes to E-commerce supply chain research, offering a cognition-affective-behavior-conative performance model for future exploration.

Susanto, S., Wahyudi, F., Bangun, S., Nurdiani, T. W., & Purnomo, H. (2025). This research investigates how mobile banking service quality influences customer satisfaction and repurchase intentions in e-commerce transactions, with a focus on Jabodetabek customers in Indonesia. Using SEM-PLS and data from 100 participants, the study finds that mobile banking service quality directly affects customer satisfaction, which in turn influences repurchase interest. Furthermore, customer satisfaction has an indirect effect on repurchase interest through service quality. The findings underscore that high-quality mobile banking services can increase customer satisfaction, which in turn drives repurchase behavior in e-commerce payment services.

Rahman, S., Fadrul, F., Momin, M. M., Yusrizal, Y., & Marlyn, R. (2025). This study explores the impact of e-commerce innovation and e-service quality on customer satisfaction and loyalty in the context of online shopping in Indonesia. Based on data from 400 respondents analyzed using partial least squares structural equation modeling, the research finds that both e-commerce innovation and e-service quality enhance customer satisfaction and loyalty. It also concludes that it is easier to foster customer satisfaction than loyalty within the Indonesian online shopping sector. The study provides valuable insights into the role of innovation and service quality in developing customer loyalty in e-commerce.

Gulc, A. (2025). This paper identifies key factors that determine the quality of courier services in e-commerce from the customer’s perspective, with a focus on Poland. The study combines a literature review with empirical research, using exploratory factor analysis on survey data from online shoppers. The findings reveal that dimensions such as reliability, visual identification, service complexity, relational capital, social responsibility, responsiveness, and technical quality are crucial in determining courier service quality. The paper offers a novel scale for measuring courier service quality and highlights the need for further research to explore the perspectives of online shops and courier companies in shaping service quality.

Rashid, A., & Rasheed, R. (2025). This research investigates the relationship between logistics service quality and product satisfaction in Pakistan's e-commerce industry. The study uses a survey of 197 respondents, employing SmartPLS for hypothesis testing. The findings reveal that product quality and information quality significantly impact product satisfaction, whereas product availability, shipping time, and shipping costs have an insignificant effect. The study emphasizes the importance of optimizing logistics services, particularly product quality and information quality, for improving customer satisfaction in the rapidly growing e-commerce sector in Pakistan.

Feng, Z., & Chen, M. (2025). This paper focuses on evaluating the service quality of platform-based cross-border import retail e-commerce using Artificial Neural Network (ANN) analysis. The study constructs an evaluation index system based on the development of cross-border e-commerce, collecting data through questionnaires. The findings reveal that responsiveness is the most significant factor affecting e-commerce service quality, followed by fulfillment, diversity, privacy, reliability, compensation, and ease of use. The study concludes that improving these service quality aspects, particularly responsiveness, is essential for enhancing cross-border e-commerce service quality.

Lee, V., Park, S., & Lee, D. (2025). The study investigates the impact of e-commerce service quality factors on customer satisfaction, purchase intention, and actual purchase in Uzbekistan. Data were collected from 172 e-commerce users in Uzbekistan and analyzed using structural equation modeling. The findings indicate that website design, reliability, perceived usefulness, and perceived ease of use are critical factors for customer satisfaction, with website design and perceived usefulness significantly influencing purchase intention. The research highlights the impact of COVID-19 on e-commerce growth in Uzbekistan and suggests that improving these elements can enhance customer satisfaction and purchase behavior.

Hu, Y. (2025). This research explores the linkage between purchase intention and service quality in the e-commerce context. By using structural equation modeling (SEM) and data from senior undergraduate students in Nanchang, China, the study identifies key determinants affecting purchase intention in e-commerce. The results confirm that e-commerce service quality (ESQ) significantly impacts purchase intention, with website design quality emerging as the most important sub-construct, more so than information and responsiveness quality. The study suggests that Chinese enterprises should prioritize enhancing website design to boost customer purchase intention.

Wilson, N., Keni, K., & Tan, P. H. P. (2025). This study examines the effect of website design quality and service quality on repurchase intention across different continents. Data from 869 respondents from Asia, Europe, America, and Australia were analyzed using PLS-SEM. The findings show that service quality significantly affects repurchase intention in Asia, Australia, and Europe, while in America, website design quality plays a more critical role. Additionally, customer satisfaction mediates the relationship between service quality and repurchase intention in all continents. The study concludes that service quality is a more significant factor in repurchase intention in most regions, except for America, where website design is paramount.

Wang, Q., Amin, M. B., Gazi, M. A. I., Khan, W., Al Masud, A., & Alam, M. N. (2025). This paper investigates the mediation effect of technology adaptation capabilities between service quality and satisfaction among young e-commerce customers in China. Using the SERVQUAL model to assess service quality, the study finds that all five service quality dimensions—tangibility, reliability, responsiveness, assurance, and empathy—positively influence customer satisfaction. The results also indicate that technology adaptation capabilities mediate these relationships, making it an essential factor in improving customer satisfaction in e-commerce. The study contributes valuable insights for researchers and professionals in enhancing e-commerce service quality.