Mediation Effect of Technology Adaptation Capabilities Between the Relationship of Service Quality Attributes and Customer Satisfaction: An Investigation on Young Customers Perceptions Toward E-Commerce in China

The connection between consumer satisfaction and service quality may be quite researched in academia. Pertinently, we argue that there is a gap of the contribution of “technology adaptation capabilities (TAC)” in this relationship. Hence, objective of this empirical paper is to reveal the impacts of service quality on young customers’ satisfaction toward e-commerce in china, considering the mediating effect of technology adaptation capabilities. The independent factor, service quality was measured through SERVQUAL model including its five indicators: Tangibility (TAN), Reliability (REL), Responsiveness (RES), Assurance (ASR) and Empathy (EMP). Moreover, customer satisfaction is a notable concern for the organizations to exist and growth. Likewise, prior contemporary research also suggested a requirement for more empirical investigations on the current association. However, hypotheses in this present study are formulated based on the literature, and to the hypotheses, data were collected from 387 young e-commerce users from different cities in China used judgmental sampling method. For analyzing the data structural equation (PLM-SEM) model have been utilized. The result shows that all five indicators contribute to customer satisfaction. Additionally, with the mediation of technology adaptation capabilities, all factors have significant effects on customer satisfaction. This research intended to contribute to the researchers, professionals, investors, executives, and other stakeholders by broadening the profound insights on e-commerce.