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

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 (β₁ = 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.

Communication, Customer satisfaction, Customer service

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