THE IMPACT OF PERCEIVED ONLINE SERVICE QUALITY FROM E-COMMERCE PLATFORMS ON CUSTOMER SATISFACTION AND PURCHASE INTENTION

This study examines the structural relationships between Perceived Online Service Quality, Customer Satisfaction, and Purchase Intention within the rapidly growing Turkish e-commerce market. As digital commerce continues to evolve, competitive advantage increasingly depends on the quality of the online customer experience rather than price or product variety. This study adopted a quantitative approach, and the data were obtained from 410 experienced e-commerce users in Türkiye via an online questionnaire, employing a convenience sampling technique. The conceptual model operationalizes Perceived Online Service Quality using a sixdimensional framework-reliability, responsiveness, competence, ease of use, security, and product portfolio-while Customer Satisfaction and Purchase Intention were measured using established scales. Partial Least Squares Structural Equation Modeling was employed to test the hypothesized relationships. The results indicate that Perceived Online Service Quality has a strong, significant positive effect on Customer Satisfaction, which in turn significantly influences Purchase Intention. Additionally, it was determined that Perceived Online Service Quality has an indirect effect on Purchase Intention through Customer Satisfaction. This study contributes to the literature by validating this causal mechanism in an emerging, non-Western context and offers practical implications for e-commerce platforms. The findings emphasize the strategic importance of enhancing service quality dimensions to improve customer satisfaction and stimulate purchase behavior, thereby supporting long-term competitive positioning in the digital marketplace.