The Effect of E-commerce Quality on Consumers Satisfaction and Loyalty: Case Study of Small and Medium Enterprises
SMEs in Indonesia contribute significantly to economic development and local employment. In order to maintain and to enhance this contribution, SMEs must adopt e-commerce and use it to improve their performance. This study aims to investigate the effect of service quality, website quality, and after-sales service on customer satisfaction and loyalty. This study uses a survey method with 237 SME owners as respondents; while path analysis is used in the data processing. This study concludes that service quality, website quality, and after-sales service simultaneously have a positive and significant effect on customer satisfaction by 21.6 percent. While service quality, after-sales service, and consumer satisfaction simultaneously have a positive and significant effect on consumer loyalty by 23.8 percent. Little research has focused on studying the satisfaction and loyalty aspects of Indonesian SME consumers through e-commerce channels. Therefore, this study provides valuable insights for SME owners regarding essential factors that can strengthen consumer satisfaction and loyalty, which in turn will ensure long-term profit.