EVALUATING E-SERVICE QUALITY AND ITS IMPACT ON CUSTOMER SATISFACTION: EVIDENCE FROM ONLINE CONSUMERS IN CHENNAI

Abstract

This study examines the impact of electronic service quality (e-service quality) on customer satisfaction in the context of online retailing among consumers in Chennai, Tamil Nadu. With the rapid growth of digital commerce and increasing consumer reliance on online platforms, service quality has emerged as a critical factor influencing customer experience and retention. The study adopts the E-S-QUAL framework to evaluate key dimensions such as efficiency, system availability, reliability, responsiveness, security, service failure, and service recovery. Primary data were collected through a structured questionnaire from 524 online consumers using purposive sampling. Statistical tools including Structural Equation Modelling (SEM), correlation analysis, and multiple regression were employed to analyse the relationships among variables. The findings reveal that e-service quality significantly influences customer satisfaction, with system availability and efficiency being the most impactful dimensions. Reliability, responsiveness, and security also contribute positively to customer satisfaction, while service failure negatively affects it. However, effective service recovery plays a crucial role in mitigating dissatisfaction and restoring customer confidence. The study concludes that maintaining high-quality online service performance and implementing effective recovery strategies are essential for enhancing customer satisfaction and fostering long-term customer relationships in the e-retailing sector. The findings provide valuable insights for online retailers to improve service delivery and customer-centric practices.