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social media applications like Facebook Messenger, WeChat, Twitter, LinkedIn, Skype and Pinterest.

To compete on the market nowadays, online salespeople should not only depend on the quality of
their items, but also on the quality of the service they offer. The happiness of e-customers is a definite
consequence of the desire of the client to showcase things bought online. Some satisfied customers
typically plan again to buy the products if the products' output satisfies their requests. (Alam & Yasin,
2010). E-customer satisfaction can be affected by numerous factors. Various studies have been aimed
at identifying the factors that influence online customer satisfaction (Jun, Yang & Kim, 2004;
Ballantine, 2005; Cappelli, Guglielmetti, Mattia, Merli & Renzi, 2011). Thus, to improve a business's
performance and improve customer satisfaction, online retailers need to have a strong and thorough
awareness of the online world's predecessors to client pleasure.

The advancement of technology and its users has facilitated the growth of a digital transactional
environment dubbed e-commerce. E-commerce, such as online marketplace platforms, is gaining
popularity because it enables a huge number of consumers and suppliers to interact and transact
business in a virtual environment. There are a variety of barriers to e-commerce that affect both
buyers and sellers, including fraudulent sales and data manipulation (Mukhtar, Ashaari, Rahman &
Husin, 2016).

The top four ratings of the most serious complaints received in 2020 were presented in Figure 1. The
concerns at hand were pricing, internet transactions, deceptive services, and deceptive advertising.
These problems appear to be closely tied to security, product quality, and information quality, based
on the data. These elements are extremely likely to affect how satisfied customers are with online
purchasing.

Figure 1: Top Ten Consumer Complaints as of January 2020
Source: Ministry of Domestic Trade and Consumer Affairs (2020)

Literature Review
The degree to which a website facilitates the secure and dependable distribution, distribution, and
delivery of goods and services is referred to as e-service (Parasuraman et al. 2005). The quality of e-
service has shown the average of consumer evaluation and determination about consistency and also
the efficiency of the delivery of e-service in the electronic market. Santos (2003). E-service quality
has become a significant metric for evaluating e-retail platforms and even an effective tool for
business accomplishment. Cox & Dale (2001) also indicated that if there is a lack of a quality control

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