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 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 Exploratory Analysis

  • 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.


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Purpose/Questions Exploratory Analysis

  • 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.


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Key services quality dimensions in traditional retailing Exploratory Analysis

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


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Previous Work Exploratory Analysis

  • 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


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Previous Work Exploratory Analysis

  • Mehta, S.C. (2000):

    • Two settings

      • Service-intensive retailing

      • Goods-intensive retailing


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Previous Work Exploratory Analysis

  • 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


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Previous Work Exploratory Analysis

  • 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


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Doll & Torkzadeh (1988): Exploratory Analysis

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


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Previous Work Exploratory Analysis

  • 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


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Methodology Exploratory Analysis

  • 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


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Methodology Exploratory Analysis

  • The coding process:


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Results Exploratory Analysis

  • 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


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    Conclusion Exploratory Analysis

    • 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.