GM(1,N) Analysis of the Influence of E-service Quality on Customer Satisfaction of Mongolian E-commerce

The objective of this study is to employ e-service quality measures to explore the influencing factors of customer satisfaction in Mongolian e-commerce. Customer satisfaction and six e-service quality dimensions of e-commerce including website usability, information quality, reliability, responsiveness, assurance, and personalization are used to design a questionnaire with five-point Likert scale system. An online survey using Google Spread Sheet was conducted by convenience sampling with 293 valid participants among 310 respondents. The collected data were analyzed by GM(1,N) analysis to find out the weight of each factor of e-service quality for customer satisfaction of e-commerce. As the findings of GM(1, N) analysis reveals, personalization and website usability rank as the first and second most important factors in terms of their strong weighting towards customer satisfaction, In contrast, assurance, responsiveness, reliability, and information quality rank as the third to sixth place. That means the more customized and usable websites are, the more satisfactory customers will be. On the contrary, no matter how many efforts have been made to enhance the function or image of assurance, responsiveness, reliability, or information quality, customer satisfaction will still remain in the low level, especially for information quality. It is suggested that these four attributes have reached ceiling level. More improvement in these attributes will not increase customer satisfaction. The conclusion could be made as follows that the interface and function of e-commerce should been focused more on personalization to improve customers' individual experience and then emphasized on website usability to improve the experience of user-friendly.