THE CORRELATION BETWEEN SERVICE QUALITY AND CUSTOMER SATISFACTION IN ONLINE RETAIL COMPANIES

Abstract

This research explores the connection connecting service excellence and client contentment in  the context of online retail businesses. The research is motivated by the rapid expansion of e-commerce and its impact on client loyalty. A quantitative approach is employed, using the SERVQUAL method, and data is collected from 120 respondents who are users of various online retail platforms in Makassar. The research instrument consists of a questionnaire based on a 1 to 4 Likert scale, designed to assess aspects of service quality—like tangibles, responsiveness, assurance, and reliability—as well as aspects of client contentment, encompassing customer interaction, product quality, trust, and service. These findings support the SERVQUAL and Expectation Disconfirmation theories which state that customer satisfaction increases when services meet or exceed their expectations.