Analysis of E-Tailing Service Quality

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European Journal of Social Sciences ISSN 1450-2267 Vol.29 No.3 (2012), pp. 355-365 © EuroJournals Publishing, Inc. 2012 http://www.europeanjournalofsocialsciences.com

Analysis of E-Tailing Service Quality in Rural Market: A Comparative Study P. Kannan Head, Department of Management Studies, N.P.R. College of Engineering & Technology Natham and Research Scholar, Anna University of Technology Coimbatore, Coimbatore Tel: 9786144800 E-mail: kannanace08@gmail.com R. Saravanan Director, School of Management, V.L.B. Janakiammal College of Engineering & Technology Kovaipudur, Coimbatore Tel: 9443267897 E-mail: saravananrangaswamy@yahoo.co.in Abstract The present study focuses the activities and behavior of rural people in using e-tailing. This study covers the Krishnagiri and Dharmapuri District. In the research work (Parasuraman et al., 2005), E-S-QUAL 11 dimension measuring tools was used to measure the perception and expectation of the rural people in Krishnagiri & Dharmapuri district. This study also analysis the preference and behavior of the rural people and their internet usage. Results indicate that both the district rural people have positive E-S- QUAL Gap score (i/e) Krishnagiri (0.45), Dharmapuri (0.30). Rural people’s expectations have increased not only in the e-tailing but also in all services.

Keywords: E-S-QUAL, Perception, Expectation, Rural people

1. Introduction
E-retailing is the largest marketing activity in the rapidly growing field of electronic commerce and, logically, perceived service quality would seem to be the key success factor that lifts this new form of retailing above traditional retailing because the products, the two types of retailers sell are the same. However, e-retailing service quality must be validly measured if its actual role is to be demonstrated empirically. Moreover, a valid measure of service quality at each stage of e-retailing is required if eretailers seek to improve their service quality. 1.1. E-tailing E-tailing is “retailing conducted online, over the internet” (Turban et al. 2006, p. 83); it is also called B2C e- commerce which refers to retail transactions of products or services from businesses to individual customers. In this study e-tailing and B2C e-commerce are viewed as equivalent, and these two terms are used interchangeably. Even though the most common use of e-tailing is the sale of products or services online, but online retailing businesses do not only undertake simple sales, they also include other applications, as do physical retailing outlets. Some of those applications include: 355

European Journal of Social Sciences – Volume 29, Number 3(2012) 1. Selling goods and testing new products: Many giant retailers use the internet as a tool to test new products and services. This strategy is useful to reduce risks in the early stages of new product marketing and sales (Mullaney 2004). 2. Market research: Retailers can use their online presence to gain valuable customer information for prediction of future customer demand. In the offline environment, such data are difficult and expensive to collect and analyse (Rao 1999). Online market research has some powerful advantages, such as monitoring real-time buying decisions, more accurate and reliable data (Baker 2005). 3. Promotional tool: Following on from market research, valuable customer data can be used to conduct pricing and promotional experiments. A website can be used as a tool to conduct promotional experiments, due to the wide reach of the internet and its cost-effectiveness (Rao 1999). 4. Marketing tool: A website can also be an effective channel to communicate with customers (Peterson et al. 1997). The internet has made businesses dreams of interactivity, personalization, customization and 24/7 availability a reality. 5. Online customer service: Many new services (i.e., delivery status information and personalised products) can be available uninterrupted online, which is almost impossible or too...
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