Impact of eCommerce service quality, recovery service quality, and satisfaction in Indonesia

Managing recovery service quality, service quality and satisfaction of eCommerce services is highly significant for businesses' long-term growth. Previous research revealed that e-retailers experience difficulty maintaining customer satisfaction despite the rapid growth of eCommerce business. Numerous studies have often examined eCommerce of Business to Customer (B2C) and Business to Business (B2B), but the study of C2C eCommerce in developing country like Indonesia is quite limited. The objective of this paper is to identify whether recovery service quality and service quality have influence towards satisfaction in Indonesia's C2C eCommerce. It tries to fill the gap of previous research which hypothesizes relationships between three eCommerce variables. A survey was conducted among C2C eCommerce customers in the western province of Indonesia using structured questionnaires. The result shows C2C eCommerce customer satisfaction in Indonesia, when tested partially, is significantly influenced by service quality, but is not influenced by recovery service quality. However, when tested simultaneously, they have significant impact to satisfaction. The study limitations, implications, recommendations along with directions for further research are discussed.