Critical Success Factor Online Service Quality In Online Marketing: A Systematic Literature Review

Quality of service has a very strong influence on customer satisfaction and on company performance. Improving the quality of service to satisfy and retain customers is one of the most challenging and important issues in recent decades, this is due to its strong effect on business performance in various aspects. One of the factors to meet the quality of service we need to improve the quality of online services. This study aims to determine the determinants of success (CSFs) in improving the quality of online services using a systematic literature review approach to papers published in 2013-2016. According to the findings of 21 relevant papers, there are 8 factors successfully applied: privacy, web design, accuracy of information/quality, ease of use, reliability, security, responsiveness, usability. These proven factors can be used to improve the quality of online services for online marketing and sales.