American Research Journal of Humanities and Social Sciences

This study examines customers’ perceptions of service quality in online shopping platforms by comparing the importance customers attach to different service attributes with their levels of satisfaction. It also seeks to identify the major quality expectations of online shoppers and translate the findings into practical recommendations for platform operators. Data were collected through a questionnaire administered to consumers who had experience using the H online shopping platform. An importance–performance analysis was employed to evaluate the gap between customer expectations and perceived service performance and to identify areas requiring immediate attention. The findings indicate that several service attributes should receive priority for improvement. These include maintaining clear and user-friendly website pages, organizing products into easily understandable categories, completing promised services within the expected time, making effective efforts to address customer concerns, and demonstrating accountability when resolving service-related issues. Strengthening these dimensions may contribute to improved customer satisfaction and overall service quality. The findings provide useful guidance for online shopping operators seeking to prioritize quality improvements according to customer expectations.

Keywords: Importance–Performance Analysis; Online Shopping; Service Quality; Customer Satisfaction; E-Commerce Platforms.