IDEAS home Printed from https://ideas.repec.org/a/bjf/journl/v10y2025i10p1424-1434.html
   My bibliography  Save this article

Customer Service Communication as a Driver of Satisfaction: A Comparative Analysis of Shopee and Taobao

Author

Listed:
  • Melody Trixie

    (Master‘s Student, Nanjing University of Information Science and Technology (NUIST))

  • Sazzad Kadir Zim

    (Master‘s Student, Nanjing University of Information Science and Technology (NUIST))

Abstract

This study explores how customer service communication attributes influence customer satisfaction on Shopee and Taobao. Based on survey data from 134 Indonesian users and analyzed using ordered logistic regression, the study examines the effects of perceived service quality, responsiveness, communication quality, and empathy. (1) On Shopee, responsiveness (γ₂ = 0.921) and communication quality (γ₃ = 1.674) significantly drive satisfaction, highlighting the value of timely and clear interactions. (2) On Taobao, perceived service quality (β₠= 0.906) and empathy (β₄ = 0.907) are key, reflecting the importance of informative and emotionally supportive communication. (3) Control variables such as age and frequency show limited influence, with age negatively affecting satisfaction only on Shopee. These findings highlight the important role of strong communication skills in customer service, which can enhance customer satisfaction across different e-commerce platforms.

Suggested Citation

  • Melody Trixie & Sazzad Kadir Zim, 2025. "Customer Service Communication as a Driver of Satisfaction: A Comparative Analysis of Shopee and Taobao," International Journal of Research and Innovation in Applied Science, International Journal of Research and Innovation in Applied Science (IJRIAS), vol. 10(10), pages 1424-1434, October.
    • Handle: RePEc:bjf:journl:v:10:y:2025:i:10:p:1424-1434
    as

    Download full text from publisher

    File URL: https://www.rsisinternational.org/journals/ijrias/uploads/vol10-iss10-pg1424-1434-202511_pdf.pdf
    Download Restriction: no
    File URL: https://www.rsisinternational.org/journals/ijrias/articles/customer-service-communication-as-a-driver-of-satisfaction-a-comparative-analysis-of-shopee-and-taobao/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Shao, Bingjia & Cheng, Zhendong & Wan, Lijuan & Yue, Jie, 2021. "The impact of cross border E-tailer's return policy on consumer's purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    2. Wongkitrungrueng, Apiradee & Assarut, Nuttapol, 2020. "The role of live streaming in building consumer trust and engagement with social commerce sellers," Journal of Business Research, Elsevier, vol. 117(C), pages 543-556.
    3. Gordon W. Cheung & Helena D. Cooper-Thomas & Rebecca S. Lau & Linda C. Wang, 2024. "Reporting reliability, convergent and discriminant validity with structural equation modeling: A review and best-practice recommendations," Asia Pacific Journal of Management, Springer, vol. 41(2), pages 745-783, June.
    4. Datta, Alotosh & Dey, Bikash Koli & Bhuniya, Shaktipada & Sangal, Isha & Mandal, Buddhadev & Sarkar, Mitali & Guchhait, Rekha & Sarkar, Biswajit & Ganguly, Baishakhi, 2025. "Adaptation of e-commerce retailing to enhance customer satisfaction within a dynamical system under transfer of risk," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
    5. Chen, Qian & Gong, Yeming & Lu, Yaobin & Tang, Jing, 2022. "Classifying and measuring the service quality of AI chatbot in frontline service," Journal of Business Research, Elsevier, vol. 145(C), pages 552-568.
    6. Zaghloul, Maha & Barakat, Sherif & Rezk, Amira, 2024. "Predicting E-commerce customer satisfaction: Traditional machine learning vs. deep learning approaches," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    7. Taheri, Babak & Yousaf, Anish & Gannon, Martin & Mishra, Abhishek, 2024. "e-commerce website customer engagement: Delineating the role of UTAUT, vividness, and compulsion," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    8. Qian Chen & Yeming Gong & Yaobin Lu & Jing Tang, 2022. "Classifying and measuring the service quality of AI chatbot in frontline service," Post-Print hal-04325624, HAL.
    9. Gordon W. Cheung & Helena D. Cooper‑Thomas & Rebecca S. Lau & Linda C. Wang, 2024. "Correction to: Reporting reliability, convergent and discriminant validity with structural equation modeling: A review and best-practice recommendations," Asia Pacific Journal of Management, Springer, vol. 41(2), pages 785-787, June.
    10. Thomas Paterson, 2019. "Indonesian cyberspace expansion: a double-edged sword," Journal of Cyber Policy, Taylor & Francis Journals, vol. 4(2), pages 216-234, May.
    11. Uzir, Md. Uzir Hossain & Al Halbusi, Hussam & Thurasamy, Ramayah & Thiam Hock, Rodney Lim & Aljaberi, Musheer A. & Hasan, Najmul & Hamid, Mahmud, 2021. "The effects of service quality, perceived value and trust in home delivery service personnel on customer satisfaction: Evidence from a developing country," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ifeanyi Mbukanma & Vikela Liso Sithole & Yiseyon Sunday Hosu, 2025. "Exploring the Factors Enhancing Marketability of Coastal Agricultural Products in Rural South Africa," Economies, MDPI, vol. 13(5), pages 1-16, May.
    2. Javed Ali, 2024. "Thematic Evolution of Service Quality (2011-2023): Insights for Future Research Directions ," GATR Journals jmmr341, Global Academy of Training and Research (GATR) Enterprise.
    3. Hasanburak Yucel & Murat Ergün & Gozde Bakioglu, 2025. "Will Conventional Public Transport Users Adopt Autonomous Public Transport? A Model Integrating UTAUT Model and Satisfaction–Loyalty Model," Sustainability, MDPI, vol. 17(20), pages 1-31, October.
    4. Aminjonova, Gulrukhsor & Khasanova, Dilfuzakhon, 2024. "How Perceived CSR Drives Customer Value Co-Creation in E-Commerce: Examining the Moderating Effect of Gender and the Mediating Effect of Satisfaction," SocArXiv 69cdm, Center for Open Science.
    5. Meng Qi & Zulhamri Abdullah & Saiful Nujaimi Abdul Rahman, 2024. "Navigating the Digital Landscape: Evaluating the Impacts of Digital IMC on Building and Maintaining Destination Brand Equity," Sustainability, MDPI, vol. 16(20), pages 1-19, October.
    6. Stanislav Avsec & Magdalena Jagiełło-Kowalczyk & Agnieszka Żabicka & Joanna Gil-Mastalerczyk & Agata Gawlak, 2024. "Human-Centered Systems Thinking in Technology-Enhanced Sustainable and Inclusive Architectural Design," Sustainability, MDPI, vol. 16(22), pages 1-45, November.
    7. Gasto Jerome Lyakurwa & Mercy Chepkemoi Chepkwony & Edwin Sabuhoro, 2025. "Community Perceptions on Conservation, Livelihood Vulnerability and Quality of Life Around Tanzania’s Kilimanjaro National Park," Land, MDPI, vol. 14(2), pages 1-23, February.
    8. Ahn, Suhyoung & Park, JungKun & Ye, Sangbeak, 2025. "How AI enhances employee service innovation in retail: Social exchange theory perspectives and the impact of AI adaptability," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
    9. Mehmet Ozan Karahan & Fatih Åžahin, 2025. "The Influence of Atmospheric Cues on Impulsive Buying Behavior: Exploring the Roles of Utilitarian and Hedonic Browsing," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 37(1), pages 73-194.
    10. Kim Shin Young & Sang-Gun Lee & Ga Youn Hong, 2024. "User satisfaction with the service quality of ChatGPT," Service Business, Springer;Pan-Pacific Business Association, vol. 18(3), pages 417-431, December.
    11. Nadia Rehman & Xiao Huang & Amir Mahmood & Misbah Shafait Abbasi & Jialu Qin & Wenxi Wu, 2025. "Assessing Pakistan’s readiness for STEM education: an analysis of teacher preparedness, policy frameworks, and resource availability," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 12(1), pages 1-17, December.
    12. Saima Hussain & Rizwan Raheem Ahmed & Dalia Streimikiene & Faheem Bukhari & Justas Streimikis, 2025. "Metaverse Marketing: A Business-To-Business Analysis of Brand Strategies and Generation Z Engagement in the Sports Industry," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 27(70), pages 1091-1091, August.
    13. Theoneste Manishimwe & Fahad Abdulrahman & Ahmed Umar Alkali & Lukman Raimi, 2025. "Influence of organizational learning capability on the competitive advantage of entrepreneurial firms: a resource-based perspective," SN Business & Economics, Springer, vol. 5(7), pages 1-29, July.
    14. Zhaoyang Xin & Jingyue Zhang, 2025. "Too little time to care for my loved ones: time poverty for quality of care and the moderating role of community social capital among family caregivers," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 12(1), pages 1-11, December.
    15. Choi, Sunhwa & Yi, Youjae & Zhao, Xiaohong, 2024. "The human touch vs. AI efficiency: How perceived status, effort, and loyalty shape consumer satisfaction with preferential treatment," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    16. Chen, Qian & Jing, Yufan & Gong, Yeming & Tan, Jie, 2025. "Will users fall in love with ChatGPT? a perspective from the triangular theory of love," Journal of Business Research, Elsevier, vol. 186(C).
    17. Bing Fu & Suhaiza Zailani, 2025. "Factors Influencing Circular Carbon Economy Readiness Among Heavy Industries in China," Sustainability, MDPI, vol. 17(3), pages 1-30, January.
    18. Sonal Ahuja & Vaibhav Sharma & Simarjeet Singh, 2025. "Is fintech chatbot adoption a far-off aspiration? Establishing adoption model using ISM-MICMAC approach," Quality & Quantity: International Journal of Methodology, Springer, vol. 59(1), pages 413-437, February.
    19. Minqin Yi & Ming Chen & Jilang Yang, 2024. "Understanding the self-perceived customer experience and repurchase intention in live streaming shopping: evidence from China," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 11(1), pages 1-13, December.
    20. Kaung Mon Winn & Maame Esi Woode & Gozde Aydin & Gang Chen, 2025. "Systematic Review of Self-Reported Multidimensional Instruments Used to Measure Quality of Life and Subjective Well-Being of Children and Adolescents," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 177(2), pages 671-731, March.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bjf:journl:v:10:y:2025:i:10:p:1424-1434. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Renu Malsaria (email available below). General contact details of provider: https://rsisinternational.org/journals/ijrias/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.