Shu Pei Shao

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The Power of Fit in E-Commerce Platforms: Aligning Customer Service Orientation and Internal Service Quality

Jun 10, 2026 |

By Jong Min Kim, Rob Kim Marjerison, Shu Pei Shao

| Dialnet - Universidad de La Rioja

This study explains repeat purchase intentions on e-commerce platforms as a problem of fit between what the interface signals (Customer Service Orientation, CSO) and what the system delivers (Internal Service Quality, ISQ).

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The Power of Fit in E-Commerce Platforms: Aligning Customer Service Orientation and Internal Service Quality

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