IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v16y2024i5p1727-d1342089.html
   My bibliography  Save this article

An Integrated Multi-Criteria Decision Analysis and Structural Equation Modeling Application for the Attributes Influencing the Customer’s Satisfaction and Trust in E-Commerce Applications

Author

Listed:
  • Yung-Tsan Jou

    (Department of Industrial and Systems Engineering, Chung Yuan Christian University, Taoyuan 320, Taiwan)

  • Charmine Sheena Saflor

    (Department of Industrial and Systems Engineering, Chung Yuan Christian University, Taoyuan 320, Taiwan
    Department of Industrial Engineering, Occidental Mindoro State College, San Jose 5100, Philippines
    Department of Industrial and Systems Engineering, De La Salle University, Manila 1004, Philippines)

  • Klint Allen Mariñas

    (Department of Industrial and Systems Engineering, Chung Yuan Christian University, Taoyuan 320, Taiwan
    Department of Industrial Engineering, Occidental Mindoro State College, San Jose 5100, Philippines
    School of Industrial Engineering and Engineering Management, Mapua University, Manila 1002, Philippines)

  • Hannah Maureen Manzano

    (Department of Industrial Engineering, Occidental Mindoro State College, San Jose 5100, Philippines)

  • John Mark Uminga

    (Department of Industrial Engineering, Occidental Mindoro State College, San Jose 5100, Philippines)

  • Nicole Angela Verde

    (Department of Industrial Engineering, Occidental Mindoro State College, San Jose 5100, Philippines)

  • Ginber Dela Fuente

    (Department of Industrial Engineering, Occidental Mindoro State College, San Jose 5100, Philippines)

Abstract

Since the COVID-19 pandemic has forced most industries to embrace an online platform utilizing technological breakthroughs, it has significantly impacted our daily lives. Businesses that use marketplaces to sell and trade products to customers while increasing their participation through online shopping or e-commerce are among the sectors that take advantage of these situations. The current study set out to evaluate the level of customer satisfaction, trust, and service quality of the e-commerce application to enhance the system and provide a better shopping experience. Facebook, Shopee, Lazada, Shein, and TikTok were the five e-commerce platforms evaluated. The Philippines was the location of this study, and at least 200 people answered the survey, which was conducted in-person and online and consisted of 72 questionnaires. The researchers assessed twelve latent variables: perceived security, customer satisfaction, application interface, brand equity, tangibility, reliability, responsiveness, assurance, empathy, and information credibility. Structural equation modeling and multi-criteria decision analysis were used to analyze the data. The findings demonstrated that assurance, application interface, information credibility, and brand equity directly impacted service quality. Moreover, a direct and significant correlation exists between customer satisfaction and service quality. Customers’ trust is significantly impacted by their level of satisfaction and perception of security. The e-commerce apps were ranked using a multi-criteria decision analysis technique, which is the Technique for Order Preference by Similarity to Ideal Solution (TOPSIS) based on tangibility, responsiveness, assurance, reliability, and empathy. Facebook received a low rating, whereas Shopee was ranked highest. To further enhance the services offered, the lowest rated application may use the results from the combination of the TOPSIS and SEM results. Additionally, application providers, managers, and researchers examining the user–software interaction of relevant e-commerce applications might utilize the study’s results to enhance their services regarding the purchasing experience and provide a sustainable service. Finally, this study is among the first to use the structural modeling approach to evaluate customer trust and satisfaction while integrating service quality and TOPSIS.

Suggested Citation

  • Yung-Tsan Jou & Charmine Sheena Saflor & Klint Allen Mariñas & Hannah Maureen Manzano & John Mark Uminga & Nicole Angela Verde & Ginber Dela Fuente, 2024. "An Integrated Multi-Criteria Decision Analysis and Structural Equation Modeling Application for the Attributes Influencing the Customer’s Satisfaction and Trust in E-Commerce Applications," Sustainability, MDPI, vol. 16(5), pages 1-21, February.
  • Handle: RePEc:gam:jsusta:v:16:y:2024:i:5:p:1727-:d:1342089
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/16/5/1727/pdf
    Download Restriction: no

    File URL: https://www.mdpi.com/2071-1050/16/5/1727/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Hamed. F. Hamed Omar & Kamarudin Bin Saadan & Prof. Kamaruzziman Bin Seman, 2015. "Determining the Influence of the Reliability of Service Quality on Customer Satisfaction: The Case of Libyan E-Commerce Customers," International Journal of Learning and Development, Macrothink Institute, vol. 5(1), pages 86-89, March.
    2. Cheng, Xusen & Gu, Yu & Shen, Jia, 2019. "An integrated view of particularized trust in social commerce: An empirical investigation," International Journal of Information Management, Elsevier, vol. 45(C), pages 1-12.
    3. Berry, Leonard L. & Parasuraman, A. & Zeithaml, Valarie A., 1988. "The service-quality puzzle," Business Horizons, Elsevier, vol. 31(5), pages 35-43.
    4. Pregoner, Joseph Dave Mendoza & Opalla, Ivan Louie & Uy, John Dave & Palacio, Melyza, 2020. "Customers’ Perception on the Trustworthiness of Electronic Commerce: A Qualitative Study," EdArXiv msdpg, Center for Open Science.
    5. Dola Fitritha Raras Handayani & Retno Widowati PA & Nuryakin Nuryakin, 2021. "The influence of e-service quality, trust, brand image on Shopee customer satisfaction and loyalty," Jurnal Siasat Bisnis, Management Development Centre (MDC) Department of Management, Faculty of Business and Economics Universitas Islam Indonesia, vol. 25(2), pages 119-130.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Jingjing Wu & Yiwei Chen & Lin Hu & Anxin Xu, 2022. "Influence Factors on Consumers’ Instant Cross-buying under Supermarkets’ Cross-border Integration: From the Perspective of the Elaboration Likelihood Model," SAGE Open, , vol. 12(3), pages 21582440221, September.
    2. Catherine Njoki Chege, 2021. "Examining the influence of service reliability on customer satisfaction in the insurance industry in Kenya," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 10(1), pages 259-265, January.
    3. Daniel Martínez-Cevallos & Alejandra Proaño-Grijalva & Mario Alguacil & Daniel Duclos-Bastías & David Parra-Camacho, 2020. "Segmentation of Participants in a Sports Event Using Cluster Analysis," Sustainability, MDPI, vol. 12(14), pages 1-15, July.
    4. Anita Ciunova-Shuleska & Nikolina Palamidovska & Marija Grishin, 2013. "An empirical assessment of service quality in the context of travel agencies in the Republic of Macedonia," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 25(1), pages 21-36.
    5. Agag, Gomaa & Eid, Riyad & Chaib Lababdi, Houyem & Abdelwahab, Mohamed & Aboul-Dahab, Sameh & Abdo, Said Shabban, 2024. "Understanding the impact of national culture differences on customers’ online social shopping behaviours," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    6. Yu-Ping Wei, 2021. "The Effect of Food Safety-Related Attributes on Customer Satisfaction of Ready-to-Eat Foods at Hypermarkets," Sustainability, MDPI, vol. 13(19), pages 1-11, September.
    7. Jinjie Li & Jiayin Qi & Lianren Wu & Nan Shi & Xu Li & Yuxin Zhang & Yinyin Zheng, 2021. "The Continued Use of Social Commerce Platforms and Psychological Anxiety—The Roles of Influencers, Informational Incentives and FoMO," IJERPH, MDPI, vol. 18(22), pages 1-19, November.
    8. Jian Wang & Fakhar Shahzad & Zeeshan Ahmad & Muhammad Abdullah & Nadir Munir Hassan, 2022. "Trust and Consumers’ Purchase Intention in a Social Commerce Platform: A Meta-Analytic Approach," SAGE Open, , vol. 12(2), pages 21582440221, April.
    9. Yogesh K Dwivedi & Elvira Ismagilova & Prianka Sarker & Anand Jeyaraj & Yassine Jadil & Laurie Hughes, 2023. "A Meta-Analytic Structural Equation Model for Understanding Social Commerce Adoption," Information Systems Frontiers, Springer, vol. 25(4), pages 1421-1437, August.
    10. Qaisar Ali, 2018. "Service Quality from Customer Perception: Evidence from Carter Model on Bank Islam Brunei Darussalam (BIBD)," International Journal of Business and Management, Canadian Center of Science and Education, vol. 13(2), pages 138-138, January.
    11. Zaid Yaseen Saud AL-DULAIMI, 2017. "Factors Influencing The Service Quality In Higher Education In Romania And Iraq From Professors’ Perspective," Proceedings of the INTERNATIONAL MANAGEMENT CONFERENCE, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 11(1), pages 231-240, November.
    12. Muhammad Umair Wattoo & Syed Muhammad Javed Iqbal, 2022. "Unhiding Nexus Between Service Quality, Customer Satisfaction, Complaints, and Loyalty in Online Shopping Environment in Pakistan," SAGE Open, , vol. 12(2), pages 21582440221, May.
    13. Xuemei Sun & Jean-Éric Pelet & Shiying Dai & Yi Ma, 2023. "The Effects of Trust, Perceived Risk, Innovativeness, and Deal Proneness on Consumers’ Purchasing Behavior in the Livestreaming Social Commerce Context," Sustainability, MDPI, vol. 15(23), pages 1-14, November.
    14. Cao, Xinyu & Mokhtarian, Patricia L., 2005. "The Intended and Actual Adoption of Online Purchasing: A Brief Review of Recent Literature," University of California Transportation Center, Working Papers qt5z75n416, University of California Transportation Center.
    15. Dunja Meštrović & Nina J. Zugic, 2018. "Students’ Perceptions of Service Quality, Satisfaction, and Word-Of-Mouth: Scale Adaptation and Validation on a Sample of ICT and STEM Students," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 30(2), pages 195-211.
    16. repec:hal:journl:dumas-00933878 is not listed on IDEAS
    17. Oludele Akinloye Akinboade & Emilie Chanceline Kinfack & Mandisa Putuma Mokwena, 2012. "An analysis of citizen satisfaction with public service delivery in the Sedibeng district municipality of South Africa," International Journal of Social Economics, Emerald Group Publishing Limited, vol. 39(3), pages 182-199, February.
    18. Young, Gary J. & Meterko, Mark M. & Mohr, David & Shwartz, Michael & Lin, Hai, 2009. "Congruence in the assessment of service quality between employees and customers: A study of a public health care delivery system," Journal of Business Research, Elsevier, vol. 62(11), pages 1127-1135, November.
    19. Kojo Kakra Twum & Andrews Agya Yalley & Gloria Kakrabah-Quarshie Agyapong & Daniel Ofori, 2021. "The influence of Public University library service quality and library Brand image on user loyalty," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(2), pages 207-227, June.
    20. Malik Ishtiaq Ahmed & Raza Muhammad Ali & Hadi Noor Ul & Khan Mahwish J. & Hameed Farhina, 2023. "Social commerce constructs and purchase intention on social commerce sites: investigating the role of affective and cognitive attitudes in managing digital marketing challenges," Management & Marketing, Sciendo, vol. 18(s1), pages 474-495, December.
    21. Dwi Novirani & Hari Adianto, 2020. "Relation of Service Quality, Load Factors and Tariff on Bus City of Bandung," International Review of Management and Marketing, Econjournals, vol. 10(4), pages 152-160.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:16:y:2024:i:5:p:1727-:d:1342089. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.