Service quality in online marketing: Customers centric analysis

In this ICT age, we witnessed a substantial growth of internet based services. One of the key challenges of the online as a service delivery channel is how they manage service quality, which holds a significant importance to customer satisfaction. The purpose of this study was to gain a better understanding of the service quality dimensions that affect customer satisfaction in online marketing from a customer perspective. The data were collected through a questionnaire with 127 online shoppers. Exploratory factor analysis was conducted to narrate the important service quality factors in online marketing. In this study, seven service quality dimensions were identified and these have a strong impact on customer satisfaction.


Issue Date:
Jan 28 2011
Publication Type:
Journal Article
DOI and Other Identifiers:
10.22004/ag.econ.128629
ISSN 1804-0527 (PRINT) (Other)
Record Identifier:
https://ageconsearch.umn.edu/record/128629
PURL Identifier:
http://purl.umn.edu/128629
Published in:
07, 1
Perspectives of Innovations, Economics, and Business
Page range:
27-34
Total Pages:
8
JEL Codes:
M31




 Record created 2017-04-01, last modified 2019-08-30

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