With the intensifying competition in the e-commerce industry and the critical impact of online customer service quality on customers' purchasing and repurchasing decisions, it has become crucial for e-commerce companies to enhance their online customer service quality. Therefore, this study to explore the influence of e-commerce online customer service quality on customer satisfaction through the analysis of customers' satisfactory and unsatisfactory critical incidents. Since the online customer service of e-commerce platforms is divided into pre-sales and post-sales sections, incidents are also categorized into four parts: pre-sales satisfaction, pre-sales dissatisfaction, post-sales satisfaction, and post-sales dissatisfaction. The research results indicate that after experiencing satisfactory incidents, customers showed high purchase and repurchase intentions, whereas after experiencing unsatisfactory incidents, customers showed low purchase and repurchase intentions. Finally, based on the classification results, this study provides practical suggestions in the hope of offering references for e-commerce companies to improve their online customer service quality.

I-Ching Chen, Zhiling Zhang. Research on Customer Satisfaction with E-commerce Online Customer Service Quality. Academic Journal of Humanities & Social Sciences (2025) Vol. 8, Issue 1: 77-82. https://doi.org/10.25236/AJHSS.2025.080113.

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