Building Loyalty in E-Commerce: The Role of Service Quality Factors in Indonesian Online Shopping Platforms

Building Loyalty in E-Commerce: The Role of Service Quality Factors in Indonesian Online Shopping Platforms

Andri Radiany, Alvian Ade Erwansyah, Rifqi Amrulloh

Building Loyalty in E-Commerce: The Role of Service Quality Factors in Indonesian Online Shopping Platforms

This research explores the impact of five key service quality factors—reliability, security, app design, customer service, and customer satisfaction—on customer loyalty within the Indonesian e-commerce sector. The study aims to understand how these factors influence customer behavior, particularly in shaping loyalty toward e-commerce platforms. A survey was conducted with a sample of 210 Indonesian e-commerce users, focusing on individuals who frequently engage with online shopping platforms. Data analysis was performed using SPSS 20.0 to test the proposed hypotheses regarding the relationships between service quality dimensions and customer loyalty. The results show that customer satisfaction is the most significant determinant of customer loyalty, confirming that satisfied customers are more likely to remain loyal to the platform and engage in repeat purchases. Reliability and security were also found to significantly impact customer satisfaction, while app design plays a smaller, yet meaningful role. Surprisingly, customer service was not found to have a significant impact on satisfaction, suggesting that in the context of e-commerce, platform functionality and security are prioritized over direct customer service interactions. These findings offer valuable insights for e-commerce businesses seeking to improve customer retention and loyalty. The study also highlights the importance of understanding service quality from the customer perspective, providing actionable recommendations for enhancing platform performance. Future research could explore additional factors, such as digital payment trends, user experience innovations, and evolving customer expectations, to offer a more comprehensive view of loyalty drivers in e-commerce.

2025/06/20

https://insyma.org/proceedings/files/articles/Andri Radiany.pdf

https://insyma.org/proceedings/items/show/485

Customer Satisfaction, Customer Loyalty, E-Commerce, Service Quality, Reliability, Security, App Design, Indonesia.

1080

1085

3047-857X

Proceedings of the International Symposium on Management (Volume 21, 2024)

22

Fakultas Bisnis dan Ekonomika, Universitas Surabaya

Andri Radiany

Alvian Ade Erwansyah

Rifqi Amrulloh

173

Andri Radiany, Alvian Ade Erwansyah, Rifqi Amrulloh