The Determinants of Service Quality: A Study in E-Retailing

The expeditious development of technology and the internet has diverted the company direction to retain customer satisfaction by providing superior service quality. Service quality is becoming an area of great interest for companies and it has a straight impact on the profitability of a company. With regard to customer service quality importance, we investigate the determinants of service quality which affects customers. Measurement and improvement of e-service quality is important for keeping competitive advantage of an e-retail site. If online retailers understand what dimensions customers use to evaluate quality, they can take appropriate actions to monitor and enhance performance on those dimensions and remedy service failures. This paper focuses on investigating the effective factors in successful electronic retailing. In order to test the factors a questionnaire survey was designed and questionnaires were sent to online customers of e-retailing; the sample consisted of 452 respondents. By conducting exploratory factor analysis and structural equation model we found that responsiveness, security, Website design, reliability, ease of use and personalization are the six dominant factors which influence consumer perceptions of e-retailing