Customer satisfaction in  e-service quality.

Apriyani Dwiyanti,  2301903506

Customer satisfaction in e-service quality.

Customer satisfaction is key in competing with service companies. Customer satisfaction is the main goal of the company in order to gain the trust of consumers to use transportation services again so that the company can continue to exist and survive. Customer satisfaction can be improved through one factor, namely the quality of service. Quality of service can be provided through electronics or the internet, generally called e-service quality.

With the quality of internet-based services (E-Service Quality) that is good, customers will feel satisfied and will convey positive things to other prospective customers virtually through email, website, mailing list or testimonials submitted on the company’s website. Similarly, companies should always be ready to serve customers over the internet network when there are questions or complaints after an online transaction from the customer (E-recovery-Service Quality). In accordance with the above explanation, it can be said that e-satisfaction is a factor that affects customer e-loyalty, while e-satisfaction experienced by customers is the result of e-service quality.

E-Service quality is a service provided to internet consumers as an extension of a site’s ability to facilitate shopping, purchasing and distribution activities effectively and efficiently (2006). E-Service Quality is a combination of internet-based service quality consisting of efficiency, fulfilment, system availability, privacy. Where customers will feel more efficient in making transactions in terms of time and cost, as well as the availability of information and smooth transactions, become the customer’s choice to transact through the availability of adequate internet systems and network facilities and the guarantee of confidentiality of customer data. Thus E-Service Quality provided by the company will satisfy or not satisfy customers because the quality of service provided by the company affects the level of customer satisfaction as delivered by Lupiyaodi (2001), there are five main factors that must be considered in determining the level of customer satisfaction, namely product quality, service quality, emotional, price and cost. One of the five factors that affect satisfaction is the quality of service. The quality of service, especially in the field of service, customers will feel satisfied if they get good service or in accordance with expected. Satisfied customers will indicate the possibility of re-buying the same product.

The effect of E-Satisfaction on E-Loyalty Customer after consuming the product or service he purchased will feel satisfied or dissatisfied depending on the quality of service received from the company where the customer will evaluate after consuming the product or service. Furthermore, customers will feel satisfied (satisfaction) or dissatisfied (dissatisfaction) to the consumption of products or services that have been done. If the customer feels satisfied, it will encourage customers to buy and re-consume the product. Meanwhile, if the customer feels dissatisfied, it will cause customers to be disappointed and stop buying back or consuming the product and will inform negative things to other prospective customers and can switch to other similar companies. Delivered by Schnaars (in Pratiwi, 2010), the creation of customer satisfaction can provide several benefits, including the relationship between the company and its customers to be harmonious, provide a good basis for repurchase, create customer loyalty to a particular product and form a favourable word of mouth recommendation for the company.

Reference:

Komara, Anton Tirta. “The Effect of E-Service Quality and E-Recovery Service Quality on E-Satisfaction and Its Implications on Air Asia Airline Customer E-Loyalty.” Journal of Economics, Business & Entrepreneurship  7.2 (2013): 105-115.

Komara, A. T. (2013). The Effect of E-Service Quality and E-Recovery Service Quality on E-Satisfaction and Its Implications on E-Loyalty of Air Asia Airline Customers. Journal of Economics, Business & Entrepreneurship,  7(2), 105-115.