services quality dimensions of internet retailing an exploratory analysis
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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.

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services quality dimensions of internet retailing an exploratory analysis

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
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
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
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
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
Previous Work
  • Mehta, S.C. (2000):
    • Two settings
      • Service-intensive retailing
      • Goods-intensive retailing
previous work7
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
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
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
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
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
Methodology
  • The coding process:
results
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
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.
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