FROM SERVICE TO TRUST: INVESTIGATING THE ROLE OF E-SATISFACTION IN MEDIATING CUSTOMER SERVICE AND EFFICIENCY ON E-TRUST
Adi Prasetyo Tedjakusuma,
Waiphot Kulachai
Abstract: This study examines the relationships between customer service, efficiency, electronic satisfaction, and electronic trust in digital marketplaces, focusing on the mediating role of satisfaction. Data were collected from 326 respondents using purposive sampling and analyzed with Partial Least Squares Structural Equation Modeling. The findings indicate that customer service and efficiency significantly enhance satisfaction, which in turn positively influences trust. Satisfaction also mediates the relationships between customer service, efficiency, and trust, highlighting its critical role in building consumer confidence. These results emphasize the importance of responsive customer support and efficient platform design in fostering satisfaction and trust. Businesses should invest in improving service quality, user-friendly interfaces, and secure transaction systems to enhance customer experiences and loyalty. This study provides insights into trust-building mechanisms in digital marketplaces and offers recommendations for businesses and policymakers to promote customer satisfaction and trust in competitive and evolving digital environments.
Keywords: Customer service, Digital marketplaces, Efficiency, Electronic satisfaction, Electronic trust
DOI: 10.24874/IJQR20.01-09
Recieved: 02.12.2024 Accepted: 17.06.2025 UDC:
Reads: 70 
