The influence of online service quality on future purchasing intent

The rapid advancements in technology has seen a growing shift in retail industry trends, with many retailers establishing online shopping platforms. Though online shopping was initially more popular in other parts of the world, it is fast becoming more popular in South Africa. Many South Africans are now starting to feel more comfortable with the experience, convenience and benefits of online shopping and thus it is important for researchers and experts to gain a better understanding of customers’ experiences in this regard. Furthermore, customer service and quality of service in the online shopping space tends to be relatively different to customer service and quality experienced at a traditional retail store. Therefore, understanding customer service and quality of service within the online retail space is also a critical area to be researched. The aim of this study is thus is to assist retailers and managers to better understand customer service quality of online shopping platforms and how these online shopping platforms perform in terms of its reliability, assurance, tangibility, empathy, and responsiveness dimensions of service quality. An empirical study, consisting of a questionnaire was conducted amongst 88 South African males and females from the various generational cohorts who utilise online shopping platforms. Furthermore, the purpose of this study was to evaluate the service quality experiences of customers who make use of online shopping platforms. The key findings indicated that reliability, tangibility and empathy are the key determinants affecting a customer’s intention to purchase from an online shopping platform. Furthermore, recommendations were made to retailers and managers to consistently focus on remaining reliable in terms of delivering goods as promised; accepting returns and offering refunds, as well as maintaining accurate client and product information; consistently striving towards providing exceptional tangible experiences, such as maintaining a visually appealing website that is easy to navigate, safe and secure to conduct transactions and, to always ensure that customer service agents show empathy towards to their customers