Measurement of Customer Service and Satisfaction in International E-Commerce

An Analysis of Customer Service Through the Net Promoter Score (NPS)

Authors

DOI:

https://doi.org/10.63207/dvmj7480

Keywords:

Customer Satisfaction, Customer Service, International E-commerce, Net Promoter Score (NPS)

Abstract

Customer service in global e-commerce has taken on a crucial role in customer loyalty and satisfaction, becoming a determining factor for business success in the digital era. Given this context, it is necessary to have effective tools to evaluate and enhance this experience. The purpose of this study is to assess the quality of customer service on international e-commerce platforms, specifically in online stores selling technology products, using the Net Promoter Score (NPS) as a measurement tool. Using a cross-sectional design with descriptive and inferential analysis (including chi-square tests for categorical distributions and ANOVA for comparison of means), NPS surveys were administered to 1,603 customers across four Central American countries (Guatemala, Honduras, Costa Rica, and Panama), with sample sizes of approximately 400 per country, categorizing responses into Promoters (9–10), Passives (7–8), and Detractors (0–6). The results revealed that 8 out of 10 customers are satisfied with the service and are very likely to recommend the company, showing significant regional variations (p < 0.001). These findings highlight the relevance of NPS not only as a key indicator for measuring customer experience, but also as a valuable tool for driving continuous improvement in customer service within digital environments.

Downloads

Download data is not yet available.

Author Biography

  • Alan Calix Hernandez, Universidad Nacional Autónoma de Honduras (UNAH) en Honduras

    Alan Enrique Cálix Hernández
    Ingeniero titulado por la Universidad Tecnológica Centroamericana (UNITEC), con una Maestría en Administración de Empresas con especialidad en Finanzas y un Doctorado en Dirección Empresarial. Actualmente, se desempeña como docente en la Universidad Nacional Autónoma de Honduras (UNAH) en Honduras.

References

Agresti, A. (2013). Categorical Data Analysis (3rd ed.). Wiley.

Bahar, cCavdar & Nesim, Erkip. (2022). Word-of-Mouth on Action: Analysis of Operational Decisions When Customers are Resentful.

Bambang, Suwarno., Wawan, Dhewanto., Prawira, Fajarindra, Belgiawan. (2024). The surprising influence of social commerce service quality on purchase intentions mediated by e-commerce. Indonesian Journal of Electrical Engineering and Computer Science, doi: 10.11591/ijeecs.v36.i1.pp367-374.

Bultez, A., Laurent, G. & Lemay, L. (2024). Le Net Promoter Score, 20 años después. Decisiones Marketing , N° 114 (2), 65–98. https://doi.org/10.3917/dm.114.0065.

Diliasari, K. & Sulistiadi, W. (2024). Uso del Net Promoter Score (NPS) en la estrategia de marketing hospitalario para aumentar la satisfacción y la lealtad de los pacientes. Revista internacional de servicio social e investigación, 4 (03), 907–911. https://doi.org/10.46799/ijssr.v4i03.615.

Field, A. (2018). Discovering Statistics Using IBM SPSS Statistics (5th ed.). SAGE Publications.

Franco, M., & Meneses, R. (2020). The influence of culture in customers’ expectations about the hotel service in latin countries with different human development levels. Journal of Tourism and Hospitality, 10(1), 56–73. https://doi.org/10.2478/EJTHR-2020-0005.

Gastezzi, CEB, Rodríguez, MMF, & Castillo, A. (2024). Fundamentos teóricos sobre la Experiencia de Cliente (customer experience, NPS, CSAT, CES, Service Balcony, Journey Map) . https://doi.org/10.37956/jbes.v8i2.364.

Iqbal, M., Tanveer, A., Ul Haq, H. B., Baig, M. D., & Kosar, A. (2023). Enhancing customer satisfaction in e-commerce: The role of service quality and brand trust. Forum for Economic and Financial Studies, 1(1), 287. https://doi.org/10.59400/fefs.v1i1.287.

Jin, K. (2023). Impactos del boca a boca (WOM) en los precios del comercio electrónico en línea. Revista de Gestión de la Información Global (JGIM), 31 (3), 1-17. http://doi.org/10.4018/JGIM.324813. https://www.igi-global.com/gateway/article/324813.

Koc, E., Hatipoglu, S., Kivrak, O., Celik, C., & Koc, K. (2023). Houston, we have a problem!: The use of ChatGPT in responding to customer complaints. Technology in Society, 74, 102333. https://doi.org/10.1016/j.techsoc.2023.102333.

Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.

Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.

Lacohee, H., Souchon, A., Dickenson, P., Krug, L., & Saffre, F. (2024). The Net Promoter Score interrogated through a services marketing lens: Review and recommendations for service organizations. International Journal of Market Research, 66(2-3), 241-260. https://doi.org/10.1177/14707853231218605.

Liang, X., Yu, Y., Socolinsky, DA, Mao, T., Rojas, C., Goryainov, A., Wang, F. & Chen, X. (2023). Una solución integral para la estimación y explicación del Net Promoter Score a partir de las redes sociales mediante el procesamiento del lenguaje natural. https://doi.org/10.3233/faia231006.

Liuqu, Y., Fan, X. y Paul, F. (2015). De la satisfacción del cliente a la experiencia del cliente: Prácticas de satisfacción del cliente en línea en el comercio electrónico internacional (págs. 80-89). Springer, Cham. https://doi.org/10.1007/978-3-319-20934-0_8.

Llorente-Barroso, C., Kolotouchkina, O. y Ferreira, I. (2023). E-WOM como activo de las estrategias de contenido de marca: un enfoque conceptual del papel de los consumidores en la creación de valor de marca. En B. Miguélez-Juan & G. Bonales-Daimiel (Eds.), Manual de investigación sobre el futuro de la publicidad y las marcas en el nuevo panorama del entretenimiento (págs. 367-383). IGI Global. https://doi.org/10.4018/978-1-6684-3971-5.ch016.

Mubarok, D. A. A., & Hajar, A. S. (2024). Effect Of Service Features, Price, And Service Quality on Online Customer Satisfaction: Study on InDrive application service users in Bandung. Journal of Business and Management Inaba, 3(01), 26–38. https://doi.org/10.56956/jbmi.v3i01.296.

Nikodemus, Hans & Setiadi, Wijaya. (2022). Brand Experience and WOM: The Mediating Effects of Brand Love, Brand Image, and Brand Loyalty. Asia Pacific Journal of Management and Education, doi: 10.32535/apjme.v5i3.1765. https://ejournal.aibpmjournals.com/index.php/APJME/article/view/1765.

Raats, JM & Van der Zwan, LF (2015). Predecir la fidelidad del cliente . https://repository.tudelft.nl/islandora/object/uuid%3A6702aba7-17b5-43d4-938d-a35f53890342/datastream/OBJ/download.

Reichheld, F. F. (2003). The one number you need to grow. Harvard Business Review, 81(12), 46-54.

Reichheld, F. F., & Markey, R. (2011). The Ultimate Question 2.0: How Net Promoter Companies Thrive in a Customer-Driven World. Harvard Business Review Press.

Reichheld, FF, Markey, R (2007) La pregunta decisiva. Convierta a sus clientes en promotores para incrementar el beneficio y asegurar el crecimiento.

Rizkika Dwi Ananda Matondang, N., & Nasution, M. I. P. (2024). Pengaruh kualitas dan layanan situs web terhadap minat pembelian konsumen dalam situs comercio electrónico. Jurnal Penelitian Sistem Informasi (JPSI), 2(2), 121–133. https://doi.org/10.54066/jpsi.v2i2.1929.

Sartori, JTD (2024). Net Promoter Score: revisión bibliométrica de teoría y práctica. Consumer Behavior Review, 8 (1). https://doi.org/10.51359/2526-7884.2024.259042.

Saunders, M., Lewis, P., & Thornhill, A. (2016). Research Methods for Business Students (7th ed.). Pearson Education.

Siti Yolanda Rahman Utami, Edy Yulianto, & Agung Nugroho L.I.F. (2024). Beyond Convenience: Understanding E-Service Quality Role In Fostering E-Customer Satisfaction And Loyalty. Jurnal Manajemen, 28(2), 341–364. https://doi.org/10.24912/jm.v28i2.1956.

Vakulenko, Y., Shams, P., Hellström, D., & Hjort, K. (2019). Service innovation in e-commerce last mile delivery: Mapping the e-customer journey. Journal of Business Research, 101, 461-468. https://doi.org/10.1016/j.jbusres.2019.01.016.

Vakulenko, Y., Shams, P., Hellström, D., & Hjort, K. (2019). Service innovation in e-commerce last-mile delivery: Mapping the e-customer journey. Journal of Business Research, 101, 461–468. https://doi.org/10.1016/j.jbusres.2019.01.016

Weinstein, A. (2024). En busca de la satisfacción del cliente: Integración de las métricas de satisfacción del cliente y NPS. Applied Marketing Analytics . https://doi.org/10.69554/qnub2426.

Wenfang, Fan., Bingjia, Shao., Xiaohua, Dong. (2022). Effect of e-service quality on customer engagement behavior in community e-commerce. Frontiers in Psychology, doi:10.3389/fpsyg.2022.965998.

Wisnel, W., Wirdianto, E., & Cantika, T. (2022). Analysis of the Effect of E-Service Quality on E-Commerce Customer Satisfaction and Loyalty. MOTIVECTION: Journal of Mechanical, Electrical and Industrial Engineering, 4(3), 209-222. https://doi.org/10.46574/motivection.v4i3.145.

Wohllebe, A., & Nicolaisen, A. (2024). Manipulación de la medición de la lealtad del cliente: influencia de elementos de diseño sugerentes en el índice de recomendación neta. Total Quality Management & Business Excellence , 1–17. https://doi.org/10.1080/14783363.2024.2430269.

Xiao, X. (2022). E-commerce customer service satisfaction survey and intelligent customer service development suggestion research. Journal of Education, Humanities and Social Sciences, 2 , 381-386. https://doi.org/10.54097/ehss.v2i.837.

Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (2006). Delivering Quality Service: Balancing Customer Perceptions and Expectations. Free Press.

Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (2006). Delivering quality service: Balancing customer perceptions and expectations. Free Press.

Downloads

Published

2026-07-21

Issue

Vol. 1 (2026)

Section

Artículos

License

Copyright (c) 2026 Ph.D. Alan Cálix-Hernández (Autor/a)

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Usted es libre de:

  1. Compartir — copiar y redistribuir el material en cualquier medio o formato
  2. Adaptar — remezclar, transformar y construir a partir del material
  3. La licenciante no puede revocar estas libertades en tanto usted siga los términos de la licencia

Bajo los siguientes términos:

  1. Atribución — Usted debe dar crédito de manera adecuada , brindar un enlace a la licencia, e indicar si se han realizado cambios . Puede hacerlo en cualquier forma razonable, pero no de forma tal que sugiera que usted o su uso tienen el apoyo de la licenciante.
  2. NoComercial — Usted no puede hacer uso del material con propósitos comerciales .
  3. CompartirIgual — Si remezcla, transforma o crea a partir del material, debe distribuir su contribución bajo la la misma licencia del original.
  4. No hay restricciones adicionales — No puede aplicar términos legales ni medidas tecnológicas que restrinjan legalmente a otras a hacer cualquier uso permitido por la licencia.

How to Cite

Measurement of Customer Service and Satisfaction in International E-Commerce: An Analysis of Customer Service Through the Net Promoter Score (NPS). (2026). Fundamentos, 1. https://doi.org/10.63207/dvmj7480