Endy Gunanton Marsasi, M. Iqbal Nurfaizi, Sarah Barqiah
The development of digital technology has driven significant transformation in the e-commerce industry, particularly through the implementation of live streaming as part of marketing digitization. Live streaming enables direct interaction between sellers and customers, creating a more interactive and personalized shopping experience. Service quality plays a crucial role in building trust and increasing customer engagement. Elements such as clarity of information, responsiveness, and quality of interaction between host and customer are key factors in creating an optimal service experience. Customer engagement in a live streaming session is influenced not only by technical aspects, but also by the quality of interactions provided. The better the quality of service, the higher the level of customer participation in the form of comments, content sharing, and other interactions. Greater engagement contributes to the formation of customer loyalty and satisfaction. Therefore, the digitalization of marketing through service quality management in live streaming-based e-commerce should focus on improving interactivity, responsiveness, and overall customer experience to build stronger long-term relationships with customers. In this context, technology acts as a key driver in facilitating ease of sales through e-commerce-based live streaming platforms. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2026.
Universitas Islam Indonesia, Yogyakarta, Indonesia; Universitas Brawijaya, East Java, Malang, Indonesia
