An Exemination Of The Effects Of Service Quality And Satisfaction On Customers Behavior Intentions In E-Shoping: An Empirical Study With Comparision Of Taiwan And Vietnam

Van-Dat Tran, Minh Dung Nguyen, Thi Ngoc Linh Vo, Thu Quynh Dinh


The purpose of this paper to examine the relationship among e-service quality and e-satisfaction and behavioral intention, to reveal any difference across Taiwan and Vietnam. Data from a survey of 891 online consumers, 409 respondents in Taiwan and 482 respondents in Vietnam were used to test the research model. Confirmatory factor analysis was conducted to examine the reliability and validity of the measurement model, and the structural equation modeling technique was used to test the research model. Data analysis involved the comparison of two models using structural equations modeling. The prevailed model reveals that e-service quality has a positive effect on e-satisfaction in both Taiwan and Vietnam, explored the influence of customer e-satisfaction on behavioral intention in Vietnam and Taiwan. E-service quality played a stronger positive role for online shoppers in Taiwan as compared to their counterparts in Vietnam. Such differences in determinants of customer satisfaction may due to the market contexts in different parts of the world.

Article Metrics

Abstract: 55 Viewers PDF: 22 Viewers


Customer services quality; Customer satisfaction; Consumer behavior; Electronic commerce; Retailing

Full Text:



K. D. Pourcq, K. Verleye, B. Larivière, J. Trybou, and P. Gemmel, “Implications of customer participation in outsourcing non-core services to third parties,” J. Serv. Manag., vol. 32, no. 3, pp. 438–458, Jan. 2021, doi: 10.1108/JOSM-09-2019-0295.

S. B. Egala, D. Boateng, and S. A. Mensah, “To leave or retain? An interplay between quality digital banking services and customer satisfaction,” Int. J. Bank Mark., vol. 39, no. 7, pp. 1420–1445, Jan. 2021, doi: 10.1108/IJBM-02-2021-0072.

S. Ahmed, M. Mohiuddin, M. Rahman, K. M. Tarique, and M. Azim, “The impact of Islamic Shariah compliance on customer satisfaction in Islamic banking services: mediating role of service quality,” J. Islam. Mark., vol. ahead-of-print, no. ahead-of-print, Jan. 2021, doi: 10.1108/JIMA-11-2020-0346.

M. N. Hosen, F. Lathifah, and F. Jie, “Perception and expectation of customers in Islamic bank perspective,” J. Islam. Mark., vol. 12, no. 1, pp. 1–19, Jan. 2021, doi: 10.1108/JIMA-12-2018-0235.

P. Padma, C. Rajendran, and L. P. Sai, “A conceptual framework of service quality in healthcare,” Benchmarking An Int. J., vol. 16, no. 2, pp. 157–191, Jan. 2009, doi: 10.1108/14635770910948213.

Z. Yang and X. Fang, “Online service quality dimensions and their relationships with satisfaction,” Int. J. Serv. Ind. Manag., vol. 15, no. 3, pp. 302–326, Jan. 2004, doi: 10.1108/09564230410540953.

F. X. Zhu, W. Wymer, and I. Chen, “IT‐based services and service quality in consumer banking,” Int. J. Serv. Ind. Manag., vol. 13, no. 1, pp. 69–90, Jan. 2002, doi: 10.1108/09564230210421164.

R. Sousa, “The moderating effect of channel use on the quality‐loyalty relationship in multi‐channel e‐services,” Int. J. Qual. Reliab. Manag., vol. 29, no. 9, pp. 1019–1037, Jan. 2012, doi: 10.1108/02656711211272935.

M. Fojt, “Strategies for Service Quality,” J. Serv. Mark., vol. 9, no. 3, pp. 1–72, Jan. 1995, doi: 10.1108/08876045199500001.

A. S. King, M. M. Augustyn, and P. Mason, “Approaches to Conceptualising and Measuring Quality,” in Tourism Destination Quality, Emerald Publishing Limited, 2020, pp. 7–39.

C. Xie and Z. Sun, “Influence of perceived quality on customer satisfaction in different stages of services,” Nankai Bus. Rev. Int., vol. 12, no. 2, pp. 258–280, Jan. 2021, doi: 10.1108/NBRI-01-2020-0004.

Y. Lin, J. Luo, S. Cai, S. Ma, and K. Rong, “Exploring the service quality in the e-commerce context: a triadic view,” Ind. Manag. Data Syst., vol. 116, no. 3, pp. 388–415, Jan. 2016, doi: 10.1108/IMDS-04-2015-0116.

T. Gajewska, D. Zimon, G. Kaczor, and P. Madzík, “The impact of the level of customer satisfaction on the quality of e-commerce services,” Int. J. Product. Perform. Manag., vol. 69, no. 4, pp. 666–684, Jan. 2020, doi: 10.1108/IJPPM-01-2019-0018.

C. Chen, W. Deng, Y. Chung, and C. Tsai, “A Study of General Reducing Criteria of Customer‐Oriented Perceived Gap for Hotel Service Quality,” Asian J. Qual., vol. 9, no. 1, pp. 113–133, Jan. 2008, doi: 10.1108/15982688200800008.

M. Naeem, “Do social networking platforms promote service quality and purchase intention of customers of service-providing organizations?,” J. Manag. Dev., vol. 38, no. 7, pp. 561–581, Jan. 2019, doi: 10.1108/JMD-11-2018-0327.

A. de Jong, M. Wetzels, and K. de Ruyter, “Linking employee perceptions of collective efficacy in self‐managing service teams with customer‐perceived service quality,” Int. J. Serv. Ind. Manag., vol. 19, no. 3, pp. 353–378, Jan. 2008, doi: 10.1108/09564230810875011.

M. Fojt, “Strategies for Service Quality,” J. Serv. Mark., vol. 10, no. 5, pp. 1–59, Jan. 1996, doi: 10.1108/08876045199600001.

S. Chakraborty and K. Sengupta, “An exploratory study on determinants of customer satisfaction of leading mobile network providers – case of Kolkata, India,” J. Adv. Manag. Res., vol. 10, no. 2, pp. 279–298, Jan. 2013, doi: 10.1108/JAMR-11-2012-0049.

F. M. Khamis and R. AbRashid, “Service quality and customer’s satisfaction in Tanzania’s Islamic banks,” J. Islam. Mark., vol. 9, no. 4, pp. 884–900, Jan. 2018, doi: 10.1108/JIMA-09-2016-0068.

J. Munnukka, P. Järvi, and U. Outi, “Impact of service quality dimensions on the formation of customer value in B to B services,” Mark. Intell. Plan., vol. 31, no. 3, pp. 286–299, Jan. 2013, doi: 10.1108/02634501311324627.

M. A. Saleh, A. Quazi, B. Keating, and S. S. Gaur, “Quality and image of banking services: a comparative study of conventional and Islamic banks,” Int. J. Bank Mark., vol. 35, no. 6, pp. 878–902, Jan. 2017, doi: 10.1108/IJBM-08-2016-0111.

M. A. Al‐Hawari, “Automated service quality as a predictor of customers’ commitment,” Asia Pacific J. Mark. Logist., vol. 23, no. 3, pp. 346–366, Jan. 2011, doi: 10.1108/13555851111143259.

U. Ramanathan, S. Win, and A. Wien, “A SERVQUAL approach to identifying the influences of service quality on leasing market segment in the German financial sector,” Benchmarking An Int. J., vol. 25, no. 6, pp. 1935–1955, Jan. 2018, doi: 10.1108/BIJ-12-2016-0194.

S. Ganguli and S. K. Roy, “Service quality dimensions of hybrid services,” Manag. Serv. Qual. An Int. J., vol. 20, no. 5, pp. 404–424, Jan. 2010, doi: 10.1108/09604521011073713.

D. Ozretic-Dosen and I. Zizak, “Measuring the quality of banking services targeting student population,” EuroMed J. Bus., vol. 10, no. 1, pp. 98–117, Jan. 2015, doi: 10.1108/EMJB-01-2014-0002.

S. K. Roy and M. S. Balaji, “Measurement and validation of online financial service quality (OFSQ),” Mark. Intell. Plan., vol. 33, no. 7, pp. 1004–1026, Jan. 2015, doi: 10.1108/MIP-07-2014-0132.

M. R. Alsaadi, S. Z. Ahmad, and M. Hussain, “A quality function deployment strategy for improving mobile-government service quality in the Gulf cooperation council countries,” Benchmarking An Int. J., vol. 25, no. 8, pp. 3276–3295, Jan. 2018, doi: 10.1108/BIJ-12-2017-0333.


  • There are currently no refbacks.


Journal of Applied Data Sciences

2723-6471 (Online)
Published by Bright Publisher
Puri Mersi Baru, Jl.Martadireja II, Gang Sitihingil 3 Blok A No 2, Purwokerto Timur, Jawa Tengah
Website :
Email :

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0