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KCI등재 학술저널

Customer Perception of E-Service Quality

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attention from customer perception, especially online shopping customers. In the context of online shopping, e-service quality is believed to make an enormous contribution to customer perception. This study examines the effect of e-service quality (web design, responsiveness, reliability, trust, and personalization) on customer perception. A total of 278 respondents from South Sulawesi, North Sulawesi, Maluku, North Maluku, and Papua were involved and selected by purposive sampling method. The validity was tested using factor analysis with a loading factor value of ≥0, the reliability was tested by a Cronbach’s Alpha value ≥0.6, and hypotheses were tested by regression analysis. The results show that e-service quality (web design, responsiveness, reliability, trust, and personalization) has a positive effect on customer perception. This study summarizes new findings regarding the positive effect of e-service quality (website design, responsiveness, reliability, trust, personalization) on customer perception as well as providing recommendations for future research. This research underlines that women dominate shopping more than men and that Generation Z dominates online shopping. In addition, the research provides new evidence that earnings do not determine how much online purchases will made by consumers as the majority of our respondents are students who are active purchasers.

1. Introduction

2. Literature Review

3. Methodology

4. Results and Discussion

5. Conclusion

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