The purpose of this article is to extend what is know about service quality in realm of the context of Internet retailing. As a result of content analyzing 1,078 consumer anecdotes of online shopping experiences, 14 service quality dimensions representing 42 items were identified. The unique contents of each service quality dimension relate to Internet commerce are examined and discussed. Further, the analysis uncovered a number of contributors to consumer satisfaction and dissatisfaction. The most frequently-mentioned service attributes resulting in consumer satisfaction were responsiveness, credibility, ease of use, reliability, and convenience. On the other hand, different dimensions including responsiveness, reliability, ease of use, credibility, and competence, were likely to dissatisfy online consumers. Finally, this paper provides various managerial implications and recommendations which may suggest avenues for improving service quality in Internet retailing and, as a corollary, expanding experiences by consumers.
Journal of Services Marketing – Emerald Publishing
Published: Dec 1, 2003
Keywords: Quality; Electronic commerce; Customer satisfaction; Internet; Retailing
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