The Impact of Customers' Perceptions of The Quality Of E-Services on Their Gratification and Intention to Make Future Purchases in The Context of Online Shopping

Abstract

 In today's digital age, customers rely heavily on e-commerce platforms to fulfill their shopping needs. The quality of the online services provided by these platforms has a significant impact on customers' overall experience and subsequent purchase decisions. When customers perceive high e-service quality, it leads to increased levels of satisfaction. This perception is based on various factors such as website design, ease of navigation, product information, payment security, customer support, and timely delivery. A well-designed website with intuitive navigation enhances customer satisfaction by enabling a seamless shopping experience. Customers appreciate detailed product information, including clear images and accurate descriptions, which helps them make informed purchase decisions. The aim of the study is to identify factors influencing customer perceived e-Service quality on satisfaction and purchase intention with reference to online shopping. The researcher concluded that by focusing on website design, navigation, product information, payment security, and customer support, online businesses can enhance customer satisfaction and drive increased purchase intention, ultimately leading to business growth and success.