Investigating the Impact of System and Service Qualities on Customer Loyalty in Acceptance of E-Marketplace

This paper aims to investigate the influence of System and Service Quality on Customer Loyalty in their acceptance of e-marketplaces. The e-marketplaces are Tokopedia, Bukalapak, Lazada, Shopee, and others. Several variables from previous related studies on expectation-confirmation model (ECM) and TAM are employed on a proposed model to explore the customers' satisfaction and their impact on the acceptance of the e-marketplace. The model expresses the effect of System Quality, Service Quality on Confirmation and Satisfaction; Confirmation on Perceived Usefulness and Perceived Ease of Use; Perceived ease of use on Perceived Usefulness; Perceived Usefulness, and Confirmation on Satisfaction; and Perceived Usefulness and Satisfaction on Continuance Intension to use. The model was examined using 210 respondent data and Correlation Analysis was done after the validity and reliability check to reveal the correlation of variables. The analysis of the causal effects of variables is tested using Structural Equation Modelling (SEM) using Partial Least Square (PLS). The result reveals that the Satisfaction of customer of e-marketplace platforms was more affected by System Quality, Service Quality, and Confirmation than Perceived Usefulness. Whereas, the continued intention to use e-marketplace platform was determined by Perceived Usefulness and Satisfaction. The results have a contribution to e-marketplace players and developers who have a concern on customer loyalty to attract their continued intention in using the platform.