The Impact of Product Quality, E-Service Quality, Digi-tal Innovation, and Chatbot Quality on Purchase Deci-sions in Food E-Commerce: The Mediating Role of Cus-tomer Satisfaction

Description

Food e-commerce platforms are becoming more crucial in fulfilling consum-er food requirements, but upholding customer satisfaction and influencing purchase choices continues to pose a challenge. This research investigates how product quality, e-service quality, digital innovation, and chatbot quality influence customer satisfaction, along with the effect of customer satisfaction on purchasing decisions.

Steps to reproduce

A quantitative method was utilized, analyzing survey data from 400 food e-commerce users using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that product quality, e-service quality, and chatbot quality considerably improve customer satisfaction, whereas digital innovation lacks a significant direct impact. Moreover, customer sat-isfaction is shown to have a significant impact on buying choices. These re-sults suggest that digital innovation might indirectly enhance satisfaction by reinforcing fundamental service elements instead of serving as a direct influence. This research offers actionable insights for food e-commerce companies to emphasize service quality and efficient digital assistance to enhance customer buying behavior. Future studies should investigate medi-ating processes and utilize longitudinal approaches.

Institutions

• Bina Nusantara University

  DKI Jakarta, West Jakarta

Categories

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