Online retailing (also known as B2C or business-to-consumer e-commerce) is basically a Web-enabled interface between your company and your target consumer for selling products and services on the Web with the facility of online payment. Online retailing is the most famous and challenging innovation for the retail industry since the last two decades. It offers a new kind of distribution channel and unique options of collecting customer data and analysing buying patterns. Since it readiness for the market, online retailing has seen remarkable growth rates and begins to gain a significant share of total retail sales which results in a fundamental change of the overall sector. As part of the E-Commerce sector the term ‘e retailing’ describes the internet based purchase of material and digitized products and goods via the World Wide Web (www) to consumers. The focus lies on the “Business-to-Consumer” (B2C) relation. The following illustration categorizes internet retailing within the field of E-Commerce.
Service quality is a focused evaluation that reflects the customer's perception of specific dimensions of service: reliability, responsiveness, assurance, Empathy, tangibles. Satisfaction, on other hand, is more inclusive: it is influenced by perceptions of service quality, product quality, and price as well as situational factors and personal factors Service quality affects customer satisfaction by providing performance (real benefits). For example, if consumers believe they have entered the McDonald's restaurant, they will get food, service, high quality everywhere the same, no matter the location of the restaurant, according to Millend M Lele (1995: 126). "The creation of customer satisfaction can provide several benefits, including the relationship between companies and consumers are harmonious, providing a good basis for the purchase and re-creation of customer loyalty, and form a recommendation by word of mouth that can benefit the company" according to (Fandi Tjiptono, 1997: 24)
2.0 PROBLEMS STATEMENT
I. Which service quality attributes operate mainly as satisfies and which essentially create consumer dissatisfaction? Service quality can be defined as an assessment of how well a delivered service conforms to the client’s expectations. Service business operators often assess the service quality provided to their customers in order to improve their service, to quickly identify problems, and to better assess client satisfaction. Some conceptual and empirical studies have attempted to address key attributes of service quality specially related to Internet commerce. Personalization is required for Internet firms to conceptualize the Internet as a unique consumer marketplace. (Hoffman and Novak, 1977) However, service quality attributes such as accessibility, communication, credibility, understanding, appearance and availability should still be relevant to e-commerce.
II. What dimensions do consumers perceive to be essential in providing service quality for online service? Perceive quality has been identified as a global judgment or attitude relating to the superiority of a given service. (Parasuraman et al., 1988) The researchers have attempted to identify the global attributes that have contributed significally to consumers’ service quality assessment. An exploratory study by (Parasuraman et al., 1985) elicited ten dimensions. These were tangibles, reliability, responsiveness, communication, credibility, security, competence, courtesy, understanding the customer and access. Then (Parasuraman et al., 1988) further reduced these ten dimensions to five which is tangibles, reliability, responsiveness, assurance and empathy. Based on the five service quality attributes, (Parasuraman et al., 1988) developed a global measurement for service quality (SERVQUAL). In other words, service quality dimensions tend to be contingent on different...
References: Minjoon Jun, Zhilin Yang, & DaeSoo Kim. (Vol. 21 No. 8, 2004). Customers’ perceptions of online retailing service quality and their satisfaction. International Journal of Quality & Reliability Management, pp. 817-840.
Internet Retailing. StudyMode.com. Retrieved 04, 2008, from http://www.studymode.com/essays/Internet-Retailing-142524.html
Yam B. Limbu, Marco Wolf, & Dale L. Lunsford. (Vol. 5 No. 1, 2011). Consumers’ perceptions of online ethics and its effects on satisfaction and loyalty. Journal of Research in Interactive Marketing, 71-89.
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