University of Twente Student Theses


The impact of website features on customer satisfaction in the e-commerce context in Indonesia

Inandika, Helena Wisda (2019) The impact of website features on customer satisfaction in the e-commerce context in Indonesia.

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Abstract:This study aims to construct general website features on the e-commerce website in Indonesia by integrating the perspectives from Information system and marketing studies. Furthermore, this study examines the impact of website features on customer satisfaction and investigate the correlation of customer satisfaction on repurchase intention and positive word-of-mouth. The general website features were generated based on the website features that have been consistently cited from prior literature in both studies. The website features were conceptualized in the model comprising website design, informativeness of the products, ease of use, customization/personalization, security/privacy, payment system, order fulfillment, and responsiveness of customer service. A total of 228 respondents were collected. The respondents of this study were the people who had shopping experienced in e-commerce website in Indonesia. Based on the data collected, the researcher found evidence that pre-purchase experience including experiences with website design, and personalization/customization are the main driver of customer satisfaction. On the contrary, the informativeness of products is significantly has a negative relationship toward customer satisfaction. Moreover, the effect of ease of use on customer satisfaction is not significant. In at-purchase cycle, the researcher did not find evidence for the effect of security/privacy on customer satisfaction as evidenced in previous studies. The positive relationship toward customer satisfaction is only can be found in the payment system. In the post-purchase stage, the features of order fulfillment and responsiveness of customer service have a significant impact on customer satisfaction. Furthermore, this study validated that customer satisfaction leads to repurchase intention and positive word-of-mouth.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:70 social sciences in general
Programme:Business Administration MSc (60644)
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