Business research topic the impact of e service quality and customer satisfaction on customer behavior in online shopping

Customers' in-store and online shopping experiences have an effect on how likely they are to make more purchases.. Great customer satisfaction levels necessitate high service quality, wh

HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES

- INFORMATION TECHNOLOGY FACULTY OF INTERNATIONAL BUSINESS ADMINISTRATION

A cultural shift resulted from the quick growth of information technology Customers began making purchases online rather than in actual stores By interacting with clients online, physical firms have been striving to acquire a competitive advantage (Lee & Lin, 2005) Due to low entry barriers, competition can quickly join the market for internet enterprises (S Wang et al., 2016) From the standpoint of the customer, switching from one online store to another has negligible switching costs (Mutum et al., 2014) Customers' in-store and online shopping experiences have an effect on how likely they are to make more purchases

The fundamental issue with internet shopping is delivering and sustaining customer happiness A service-focused approach is necessary to succeed in the fiercely competitive online environment For customers to come back and stay loyal to a business, it must provide them with great service (Gounaris et al., 2010) Great customer satisfaction levels necessitate high service quality, which typically results in positive behavioral intentions

(Brady & Robertson, n.d.) A website with high system quality, information quality, and electronic service quality is the key to success in e-commerce Many studies have been conducted on the concept of e-service quality Furthermore, (Gounaris et al., 2010) found that the quality of e-services had a favorable influence on three consumer behavior intents: purchase intentions, site revisits, and word- -mouth marketing According to (Blut, 2016)of , the quality of an online service has a positive effect on customers' satisfaction and likelihood to make another purchase

The country's culture was demonstrated to have an impact on the applicability of the service quality concept (Blut et al., 2015) This research experimentally tested the hierarchical model of e-service quality measurement in a new cultural setting, Indonesia,

e-to ascertain whether it operates equally well in all countries and cultures Cultural differences in online shopping practices may potentially affect the importance of e-service quality aspects, however this has not yet been studied (Brusch et al., 2019)

The goals of this study are as follows: to examine how e-service quality is viewed in Indonesia and the USA, two different cultural contexts, and to (1) test the hierarchical model of e-service quality in a new cultural setting

2 Literature review

2.1 Rebound- and induction effects of online shopping efficiency

Individual consumption levels would not change if online shopping took the place of store purchasing However, numerous studies have revealed that in-store and online shopping are complementary to one another: Online shopping is not, or even positively associated with in-store purchases, rather than reducing shopping trips Instead of demonstrating potential changes in product or service consumption levels, these studies concentrate on changes in travel behavior We address this issue empirically on an individual level to fill this research vacuum and investigate the association between online-shopping efficiency increase and consumption levels

in-The expected association between increasing consumption levels and perceived behavioral efficiency improvements from online shopping relates to both the direct rebound impact

and the induction effect (Røpke, 2012) The direct rebound effect is typically defined as a phenomenon where energy efficiency gains from technological innovations do not fully lead to expected energy savings but instead motivate additional consumption that partially offsets the savings due to a decrease in costs and resulting financial gain The behavioral efficiency advantages of online shopping are not a financial gain, and as was mentioned above, there is no guarantee that energy efficiency per item purchase increases when switching purchases online This definition differs from the consumption increase indicated below However, other authors expanded the definition of the "rebound effect"

to include consumption increases brought on by efficiency improvements not based on energy efficiency or financial advantages but instead, for instance, effort and time savings (Santarius & Soland, 2016) The induction effect on the other hand is widely characterized

as the introduction of new technologies such as ICT products and services leading to a higher demand for other products or services (Røpke, 2012) Røpke, 2012 uses the induction effect as an illustration by stating that more printouts are made as a result of printer convenience However, based on the body of previous research, the consumption increase evaluated in this study can be classified as either a rebound effect or an induction effect

There hasn't been much prior research on whether online purchasing might lead to higher consumption levels LaRose & Eastin, 2002 discovered a link between online shopping and impulsive purchases, which they attributed to poor self-control and the absence of time and resource constraints in online stores An online shopper's perception of shopping

"convenience" was higher than an in-store shopper's, according to a marketing survey, which suggests perceived behavioral efficiency improvements Various marketing studies have also found correlations between the perceived ease of use and/or perceived ease of using an online store and purchase intentions, frequency of online shopping, and expenditures related to online shopping by using the Technology Acceptance Model (TAM) and structural equation modeling on cross-sectional survey data (Shang et al., 2005) One paper could be identified that used a quasi-experimental approach and actual purchase amounts: Analysing individual purchase levels in an online food shop survey,

researchers discovered that the volume and frequency of buying increased when customers moved from ordering at the computer to order via a smartphone with mobile internet (Wang

et al., 2016) This result suggests improvements in consumption levels due to efficiency advantages, as mobile internet use would reduce perceived behavioral costs relative to stationary internet use However, it is still unknown if the perceived efficiency improvements of online shopping and people's overall consumption levels—not only online—relate in any way

2.2 Beneficiary effects of online shopping

The same line of reasoning suggests that the apparent behavioral efficiency benefits of online shopping may also encourage the use of goods and services that are focused on sufficiency It was therefore stated that the convenience of online purchasing encourages green consumption This effect addresses the promoter role of internet purchasing following Midden et al (2007) This is referred to by (Santarius & Soland, 2016) as a benefit effect, "increased control over frugal usage" (p 417), in which stronger behavioral control also encourages consumption that is sufficiency-oriented Beneficial effects for choosing sustainable products in online shopping have been demonstrated in prior study Internet use was found to increase the association between pro-environmental views and sustainable behavior in a cross-national investigation, despite the lack of a clear correlation between sustainable consumption and internet use (Y Wang & Hao, 2018) In addition, we did not come across any empirical field studies on online purchasing and consuming that

is directed toward sufficiency

2.3 A psychological perspective

According to psychological theory, technology "clearly enhances, extends, or amplifies the user's goal attainment" and may subsequently result in an increase in resource consumption, if in line with the consumer's consumption goals (Midden et al., 2007) This relationship between perceived behavioral efficiency gains of online shopping and higher consumption levels is supported by this theory Technology's efficiency improvement is

categorized as a mediator between preexisting motives and goal achievement As a result, while the definitions of the rebound- and induction effect (Røpke, 2012) imply a direct correlation between technological efficiency increases and consumption levels, environmental psychology also adds the dependence on motivational variables to this argument For instance, a study indicated that using smart meters does not necessarily result

in energy savings; rather, its success depends on individual motivation (Henn et al., 2019) Intentions are a common way to measure personal motivations More sufficiency-oriented consumption may result from intentions (sufficiency intention), but other factors may also reinforce plans to acquire new things (Midden et al., 2007) According to psychological theory proposed by (Midden et al., 2007), (Steg & Vlek, 2009), and empirically demonstrated

3 Hypotheses development and Conceptual framework

3.1 Website Design

During and after the transaction, customer service refers to the management of refunds and return policies (Blut, 2016; McLean & Wilson, 2016) In traditional brick-and-mortar establishments, customer service representatives are constantly on hand to help clients make their purchases On occasion, customers in online retailers finish the entire purchase process without assistance from customer support (McLean & Wilson, 2016) Some online businesses provide customer service that enables customers to ask more detailed questions about the goods they want to buy Web-based synchronous media like live chat rooms, an online help desk, and social media platforms are typically used by enterprises (Blut, 2016; Turel & Connelly, 2013) According to (Blut, 2016) , customer service may have an impact

on how well an e-service is provided

H1 Positive correlation exists between website design and total e-service quality

3.2 Customer Service

Security/privacy relates to the confidentiality of shared information and the security

of credit card transactions (Blut, 2016) Security and assurance must be prioritized

in order to increase the website's credibility and service quality (S Wang et al., 2016) A successful website must have privacy and security Table 3 shows that when a customer makes an online purchase, they are required to enter sensitive data including their name, address, and phone number as well as their credit card information (Holloway & Beatty, 2008) Customers are continuously concerned about how well the website will protect them from fraud after a transaction Website privacy and security are essential for assessing the level of service offered by online retailers

H2 The overall quality of e-services is positively correlated with customer service

3.3 Security/ Privacy

Fulfillment refers to activities that guarantee customers receive their purchases, including order accuracy, delivery conditions, and delivery timing (Blut, 2016) This property cannot be appraised until the payment has been received Liao & Keng, 2013 assert that because customers cannot physically inspect the goods before making a purchase, customer post-payment dissonance is more likely to occur online than in an offline setting To give customers with a greater level of service quality, businesses must ensure delivery timeliness, order accuracy, and delivery circumstances Order fulfillment is one of the elements influencing an e-quality service's

H3 Security/privacy has a favorable correlation with the general quality of services.

e-3.4 Fulfillment (Timeliness of Delivery)

Customer satisfaction is a measure of a customer's belief in the possibility that service will leave them feeling good (Udo et al., 2010) Customer happiness is a

result of the buying process and has a significant impact on customers' future actions, such as loyalty and online repurchasing (Pereira et al., 2016) One of the most crucial success indicators in the business- -consumer (B2C) internet environment is tocustomer satisfaction (Shin et al., 2013) A happy online client is more likely to return and refer other people to the company (Pereira et al., 2016), but a dissatisfied customer is more likely to quit the retailer with or without a complaint

Customer attitudes and intentions, which are components of customer behavior and have a direct impact on consumers' good behavioral intentions, are closely associated with satisfaction (Holloway et al., 2005) Prior research has demonstrated a significant link between the caliber of e-services and consumer happiness (Gounaris

et al., 2010) The quality of e-services influences satisfaction in a favorable way Additionally, e-service quality positively affects satisfaction as well as the three behavior intents of WOM, site revisit, and repurchase intention The following hypothesis is put out in order to investigate how consumer satisfaction with online buying is impacted by service quality

H4 Overall e-service quality and fulfillment are positively correlated

3.5 Customer satisfaction

Customers utilize trust as a major factor in deciding whether or not to buy goods from online shops Trust is characterized as a conviction, confidence, attitude, or expectation regarding a customer's intent or likely behavior A lack of trust is a major barrier to the adoption of e-commerce Three aspects of customer trust were measured by Oliveira et al., 201 , and those with higher levels of overall trust 7)expressed a stronger propensity to shop online (competence, integrity, and benevolence) When shopping online, trust is necessary between the customer and the online store as well as the computer system conducting the transaction (Lee & Lin, 2005)

Trust aids in removing ambiguity when the consumer's knowledge of the transaction security mechanism is insufficient (Wu et al., 2018)

H5 Customer satisfaction is positively correlated with the overall quality of services

e-3.6 Customer Trust

Customer loyalty is mostly dependent on customer happiness (Pham & Ahammad, 2017) Customers who are happy with the service offered by a supplier will use the service more frequently and plan to use it in the future Superior service quality can increase customer satisfaction and propensity to repurchase (Cronin et al., 2000) When customers are pleased with the product or service they received, they are more inclined to make more purchases from the same supplier If users have a high level of trust in the website, they are more likely to have purchase intentions Additionally, clients who have previously made a purchase from a website and had a pleasant experience are more inclined to do so again

H6 Overall e-service quality has a positive association with customer trust

3.7 Repurchase Intention

Word-of-mouth (WOM) is one way that information about a product is spread to others Companies need to be mindful of both positive and negative WOM communication as it has an impact on sales and profitability and is directly tied to consumer behavioral intentions (Jung & Seock, 2017) Customers who trust online merchants are more likely to recommend them to friends (Wu et al., 2018), suggesting that the online store has gained the trust of the client According to (S Wang et al., 2016), dissatisfied consumers are far more likely than satisfied ones to spread rumors about their bad experiences Customers who use an e-commerce site that offers excellent customer service are more likely to engage in effective word- -mouth marketing as a result of their pleasure Users must be ofsatisfied with their visit and have faith in the information the website delivers before they may suggest it to others (Loureiro et al., 2018)

H7 Repurchase intention is positively correlated with customer satisfaction H8 Repurchase intention is positively correlated with customer trust

3.8 Site Revisit

H9 Positive correlation exists between customer happiness and site revisit

Figure 1: Proposed theoretical model

4 Research methodology

This research serves as a cross-section, a description, an observation, and a view into the future The SEM approach is employed to gauge customer happiness and service quality for online shoppers SEM has been applied in various areas of library and information science

For the HUFLIT students at Hoc Mon, I developed an evaluation model that would have enough psychometric properties for assessing the standard of services rendered and the degree of customer satisfaction The approach seeks to measure a number of objectives, including dependability, customer satisfaction, quality of service, and service value In addition to the numerical measurements of the aforementioned dimensions, the linear

connections developed in the theoretical model are measured The suggested evaluation offers insightful information about user needs and the relative worth of library assets Likewise, the results support the creation and application of practical strategies to raise service quality and customer satisfaction

Purposive sampling was necessary since the sample needed to go through some sort of screening procedure to ensure that only those participants were chosen for the study who were knowledgeable enough to contribute relevant information In general, when purposeful sampling is utilized, the results obtained are more accurate Only those who agreed to participate were given the questionnaires, which were then collected once all the components had been completed The data was collected using a population survey questionnaire that was created with the goals of earlier studies All of the scale's components were rated on a seven-point Likert scale, with levels ranging from "strongly satisfied" (level 7) to "strongly dissatisfied" (level 1) All survey questions are listed in the table along with the sources they correspond to

Table 1: Measurement items

WA1 The website is attractive to the eye

WA2 The website has an aesthetically appealing layout

WA3 The website has a nice appearance

(Blut, 2016; Holloway

& Beatty, 2008) Purchase

Process

PP1 There are no issues with making an online payment on the website

PP2 Making a purchase wasn't tough

PP3 Using the website is simpler than contacting a person by phone, fax, or letter

to conduct my business with the corporation

Customer

Service

Service

Level

SL1 A phone number to contact the business

is provided by the internet store

SL2 Customer service agents are accessible

(Blut, 2016; Holloway

online through the online store SL3 If there is a problem, customers of the online store can speak to a live person

& Beatty, 2008) Return

SC2 The online store is adequately secure

SC3 This website safeguards my credit card details

(Blut, 2016; Holloway

& Beatty, 2008) Privacy PR1 I have faith that the online store will

protect my personal information

PR2 I have faith in the website's management to protect my personal data

PR3 It safeguards the data related to my online purchase habits

TD3 It delivers my order right away

(Blut, 2016; Holloway

& Beatty, 2008)

& Beatty, 2008) Customer

Satisfaction CS1 I'm happy with this internet store CS2 The online store is getting very close to

being the perfect online merchant

CS3 I'll make more purchases from this internet store

Fornell (1992)