Services Quality Dimensions of Internet Retailing: An Exploratory Analysis - PowerPoint PPT Presentation

Services quality dimensions of internet retailing an exploratory analysis l.jpg
Download
1 / 14

Services Quality Dimensions of Internet Retailing: An Exploratory Analysis By: Zhilin Yang Robin T. Peterson Shaohan Cai Presented by: Isabel Mosqueda Article 10 Purpose/Objective To extend what is known about service quality in terms of the context of internet retailing.

Related searches for Services Quality Dimensions of Internet Retailing: An Exploratory Analysis

I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.

Download Presentation

Services Quality Dimensions of Internet Retailing: An Exploratory Analysis

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -

Presentation Transcript


Services quality dimensions of internet retailing an exploratory analysis l.jpg

Services Quality Dimensions of Internet Retailing: An Exploratory Analysis

By:

Zhilin Yang

Robin T. Peterson

Shaohan Cai

Presented by: Isabel Mosqueda

Article 10


Purpose objective l.jpg

Purpose/Objective

  • To extend what is known about service quality in terms of the context of internet retailing.

  • When properly utilized, the internet can be an effective device for maintaining superior service offerings and creating a higher standard in the retail sector.


Purpose questions l.jpg

Purpose/Questions

  • What dimensions do customers perceive to be essential in providing service quality for online purchasing?

  • Which service quality attributes operate mainly as satisfiers and which essentially create consumer dissatisfaction?

  • What recommendations can be advanced to improve the service quality of online purchasing and, in turn, buyer satisfaction.


Previous work l.jpg

Key services quality dimensions in traditional retailing

Parasuraman, A. (1985):

10 Dimensions:

Tangibles

Reliability

Responsiveness

Communication

Credibility

Security

Competence

Courtesy

Understanding the customer

Access

Parasuraman, A. (1988):

5 Dimensions:

Tangibles

Reliability

Responsiveness

Assurance

Empathy

Developed a global measurement for service quality (SERVQUAL)

Previous Work


Previous work5 l.jpg

Previous Work

  • Hedvall & Paltschik (1989):

    • Identified 2 innovative dimensions:

      • “willingness and ability to serve”

      • “physical and psychological access”

  • Dabholkar, P.A. (1996):

    • 5 Dimension scale measuring service quality:

      • Physical aspects

      • Reliability

      • Personal interaction

      • Problem solving

      • Policy

  • Siu and Cheung (2001):

    • 6 Dimension scale measuring service quality:

      • Personal interaction

      • Policy

      • Physical appearance

      • Promise

      • Problem solving

      • Convenience


Previous work6 l.jpg

Previous Work

  • Mehta, S.C. (2000):

    • Two settings

      • Service-intensive retailing

      • Goods-intensive retailing


Previous work7 l.jpg

Previous Work

  • Service quality dimensions & internet commerce

    • Hoffman & Novak (1997):

      • Personalization is required for internet firms to conceptualize the internet as a unique consumer marketplace.

    • Griffith & Krampf (1998):

      • Investigated websites of top 100 retailers

        • Lack of prompt responsiveness – most common negatively reaction from consumers.

    • Cox & Dale (2001):

      • Proposed that traditional dimensions, don’t apply to internet retailing, such as:

        • Competence

        • Courtesy

        • Cleanliness

        • Comfort & friendliness

        • Helpfulness

        • Care

        • Commitment

        • Flexibility


Previous work8 l.jpg

Previous Work

  • Zeithaml, V.A. (2001):

    • 13 internet service quality dimensions:

      • Reliability

      • Responsibility

      • Access

      • Flexibility

      • Access

      • Flexibility

      • Ease of navigation

      • Efficiency

      • Assurance/trust

      • Security

      • Price knowledge

      • Site aesthetics

      • Customization/personalization

  • Yang, Z. (2001):

    • 19 dimensions sorted into 3 categories:

      • Product cost and availability

      • Customer service

      • Online information systems


Previous work9 l.jpg

Doll & Torkzadeh (1988):

5 quality dimensions influencing end-user satisfaction:

Content

Accuracy

Format

Ease of use

Timeliness

Rice, M. (1997):

Reasons that induced users to revisit website:

Content

Layout

Ease of locating information

Ease of navigation

Emotional experience

Balfour, A. (1998):

Reasons that induced users to revisit website:

Transaction security

Personal information privacy

Dellaert & Kahn (1999):

Negatively affected consumers:

Download waiting time

Liu & Arnett (2000):

Reasons that induced users to revisit website:

Information quality

System use

System design quality

Previous Work


Previous work10 l.jpg

Previous Work

  • Negative and positive attributes

    • Johnston, R. (1997):

      • Classified all dimensions into 3 factors:

        • Satisfied

        • Dissatisfied

        • Dual factors

    • Mittal, V. (1998):

      • Positive performance:

        • Less impact on overall consumer satisfaction than negative performance


Methodology l.jpg

Methodology

  • Study of content analysis of consumer reviews related to their online purchasing experience

  • 3 criteria established to collect samples:

    • Consumers allowed to rate & review their online shopping experience

    • Consumers should not be financially motivated to express their opinions favoring the reviewed companies

    • Consumers should be encouraged to post both satisfied & dissatisfied reviews

  • Ratingwonders.com & gomez.com met all criteria for survey/study

  • 1078 useful consumer anecdotes

  • Anecdotes classified into 2 categories:

    • Satisfied attributes

    • Dissatisfied attributes


Methodology12 l.jpg

Methodology

  • The coding process:


Results l.jpg

Results

  • Study identified 14 dimensions of service quality

    • Responsiveness

    • Credibility

    • Ease of use

    • Reliability

    • Convenience

    • Communication

    • Access

    • Competence

    • Courtesy

    • Personalization

    • Continuous improvement

    • Collaboration

    • Security/privacy

    • aesthetics

  • Identified 42 sub-dimensions in internet retailing

  • 85.4% were satisfying anecdotes

  • 87.5% were dissatisfying anecdotes


  • Conclusion l.jpg

    Conclusion

    • Initial step to improve service quality:

      • Listen to the customers

    • Management should focus on key dimensions to increase satisfaction:

      • Responsiveness

      • Credibility

      • Ease of use

      • Reliability

      • Convenience

      • Access

    • Reduce dissatisfaction & increase customer satisfaction:

      • Prompt delivery & prompt response to customer’s concerns and e-mail inquires

    • Online retailers should fulfill all vital functions customers required:

      • Design user friendly pages

      • Adequate information retrieval speed.

    • The study conducted has 2 possible shortcomings:

      • Obtaining biased results from self-selected sample of internet consumers might be higher than is desirable.

      • Consumer complaints & complements generally reflect extreme satisfaction & dissatisfaction, but did not identify neutral factors.


  • Login