RESEARCH ARTICLE 1

Paulo Rita, Tiago Oliveira, and Almira Farisa (2019), “The impact of e-service quality and
customer satisfaction on customer behavior in online shopping.”

INTRODUCTION

In current era, Internet has reached to the infinite level in connecting people to the world, as far
as Online Business is concerned E commerce, Internet banking and online shopping all the
aspects which are linked to internet have become part of the day to day life of a customer. The
internet has made customer to enjoy multitasking and improve productivity while sitting home.
The aim of the research paper is to work on all the parameters which impact the customer
behavior in online shopping. The focused area is to understand the quality model which includes
parameters like e-service quality, customer satisfaction and trust which results in re visit of the
customer in particular site. The current data of Indonesia shows approximately 28.2 million
online shoppers and is projected to experience 3–4% annual increase for the next years.

METHODOLOGY

This Study is based on the Primary research designed for the specific group who has some
common base to study the model which is that all the respondents have visited the online
shopping site in last six months. With the help of Google docs the questionnaire were taken from
355 online Indonesian users of age above 17 which includes both male and female.

CONCLUSION

The research paper was able to conclude the major parameters which are directly linked to the
customer behavior in online shopping. The research shows that the Overall e service quality is
dependent on Website Design, Customer service, Security and privacy of customer data, and
fulfillment. The aim is to reach to the level where customer feels satisfied and customer trust is
achieved in order to reach to the dependent parameters which are Repurchase Intention, Word of
Mouth and Site revisit. The research has helped in exploring the new concepts and analysis t
predict the importance of various attributes in overall customer eservice quality. As discussed
above all the attributes are important but scope of which attribute can influence the behavior of
customer is analyzed in this four dimension model in Indonesian based online stores.
OBSERVATION

The major observations in this paper include the findings which can give insights to managers in
tackling the different attributes in designing the customer satisfaction model. The security and
privacy is one of the crucial factors in success of online store. The major finding is that manager
should incorporate strong marketing strategy which focuses on website design as well as
customer satisfaction.