23May 2017

A STUDY ON DEVELOPING VALID E-SERVICE QUALITY SCALE FOR ONLINE SHOPPING.

  • Research Scholar Pacific University, Udaipur.
  • Director, Laxmi Institute of Management, Sarigam.
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This paper develops a research model to examine the relationship among e-service quality dimensions and overall service quality. The purpose of this paper is to design, develop and evaluate a reliable and valid scale for the measurement of online retail service quality. Data from a survey of 100 online consumers were used to test the research model. E-service quality is the difference between customer?s expectations for service performance priorities the service encounters and their expectations about service performance prior to the service offering. Confirmatory factor analysis was conducted to examine the reliability and validity of the measurement model. A Seven-factor instrument has been proposed to measure the e-service quality. The analytical results showed that the dimensions of web site design, reliability, responsiveness, reliability, Information Quality, Product Quality, Security and trust affect overall service quality and customer satisfaction. However, the personalization dimension is not significantly related to overall service quality and customer satisfaction. This study suggests that to enhance customer purchase intentions, online stores should develop marketing strategies to better address the trustworthiness, reliability, and responsiveness of web-based services. Online stores can devote valuable corporate resources to the important e-service quality attributes identified by this study. This study developed the instrument dimensions of e-service quality by modifying the SERVQUAL model to consider online shopping context. Moreover, the results of this study provide a valuable reference for managers of online stores, as well as for researchers interested in internet marketing.

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[Bhautik Shah and Keyur Nayak. (2017); A STUDY ON DEVELOPING VALID E-SERVICE QUALITY SCALE FOR ONLINE SHOPPING. Int. J. of Adv. Res. 5 (May). 920-927] (ISSN 2320-5407). www.journalijar.com

BHAUTIK SHAH
PACIFIC UNIVERSITY

DOI:

Article DOI: 10.21474/IJAR01/4197      
DOI URL: https://dx.doi.org/10.21474/IJAR01/4197

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