Year: 2025 | Month: December | Volume: 12 | Issue: 12 | Pages: 976-985
DOI: https://doi.org/10.52403/ijrr.20251297
From Checkout to Satisfaction: A Qualitative Literature Review on the Customer Journey in E-Commerce
Tineke Wolok1, Rezkiawan Tantawi2, Ismet Sulila3, Robiyati Podungge4, Mohamad Agus Salim Monoarfa5
1,2,3,4,5Faculty of Economics and Business, Universitas Negeri Gorontalo, Gorontalo, Indonesia
Corresponding Author: Tineke Wolok
ABSTRACT
This study explores the post-checkout phase of the customer journey in e-commerce and its critical role in shaping customer satisfaction. Through a qualitative literature review of scholarly publications from 2013 to 2023 indexed in Scopus, Web of Science, and Sinta, the research identifies key factors influencing customer experiences after completing transactions. Thematic analysis reveals that delivery speed, package condition, product accuracy, customer service responsiveness, return process ease, and feedback mechanisms significantly impact customer satisfaction and loyalty. The study highlights that customer experience does not end at the point of sale but extends through product receipt, evaluation, and after-sales interaction. Moreover, the role of technology—such as real-time tracking, AI-based customer support, and personalized post-purchase experiences—further strengthens the importance of managing the post-checkout phase. The findings contribute theoretically by emphasizing the need to expand classical customer satisfaction models to include post-transaction experiences, particularly the emotional dimensions of customer interactions. Practically, the study provides strategic directions for e-commerce businesses to enhance logistics, customer service, return policies, and post-purchase personalization to foster long-term loyalty. Additionally, the research identifies a gap where most previous studies predominantly focus on the pre-checkout phase, suggesting the need for future qualitative research to uncover deeper emotional and psychological dimensions of post-checkout customer experiences.
Keywords: customer journey, post-checkout experience, e-commerce, customer satisfaction, digital marketing
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