Perspectives of Innovations, Economics and Business

  Previous Article | Back to Volume | Next Article
  Abstract | References | Citation | Download | Preview | Statistics
Volume 7
Issue 1
Online publication date 2011-01-16
Title Service quality in online marketing: Customers centric analysis
Author P. Durkasree, M. Ramesh
Abstract In this ICT age, we witnessed a substantial growth of internet based services. One of the key challenges of the online as a service delivery channel is how they manage service quality, which holds a significant importance to customer satisfaction. The purpose of this study was to gain a better understanding of the service quality dimensions that affect customer satisfaction in online marketing from a customer perspective. The data were collected through a questionnaire with 127 online shoppers. Exploratory factor analysis was conducted to narrate the important service quality factors in online marketing. In this study, seven service quality dimensions were identified and these have a strong impact on customer satisfaction.
Anderson, E. and Sullivan, M., 1993. “The antecedents and consequences of customer satisfaction for firms. Marketing Science,” Vol.12(2), pp.125-43

Anderson, J. and Gerbing, D., 1988. “Structural equation modeling in practice: A review and recommended two step approach,” Psychological Bulletain, 103 (May), pp.411-423

Barness, D., Hinton, M., and Mieczkouska, M., 2003. “Competitive advantage through e-operation,” Total Quality Management and Business Excellence, Vol.14(6), pp.659-75

Bentler, P., 1990. “Comparative fit indexes in structural models,”  Psychological Bulletin, Vol.107(2), pp.238-246

Broune, M. and Cudeck, R., 1993. Alternative ways of asserting model fit, Testing structural equation models, New Berry, Rank, CA: Sage

Burke, R., 1997. “Do you see what I see?  The future of virtual shopping,” Journal of the Academy of Marketing Science, Vol.25(4), pp.352-60
Chau, P.Y., 1991. “Reexamining a model of evaluating information center success using a structural equation modeling approach,” Decision Sciences, Vol.28(2), pp.309-34

Chen, Q. and Wells, W., 1999. “Attitude toward the site,” Journal of Advertising Research, 39(5), pp.27-37

Churchill, G.A. 1979. “A paradigm for developing better measures of marketing constructs,” Journal of Marketing Research, Vol.16(2), pp.1563-533
Engel, J., Blackwell, R., and Miniand, P., 1993. Consumer behaviour, 7th edition,  The Dryden press, USA

Furrer, O., Liu, B.S.-C., and Sudharshan, D., 2000. “The relationship between culture and service quality perceptions: Basis for cross - cultural market segmentation and resource allocation,”  Level of Service Research, 2(9), pp.355-71
Gefen, D., 2002. “Customer loyalty in E-commerce,” Journal of the Association for Information Systems, 3(1), pp.27-51

George, J., 2000. “The effects of internet experience and attitudes toward privacy and security on internet purchasing,” Proceedings of the 8th European Conference in Information System (ECIS), Vienna: Vienna University of Economics and Business Administration, pp.1053 -1058
Gounans, S., Athanassopoulos, A., and Stahakopolons, V., 2001.  “Behavioral responses to customer satisfaction: An empirical study,”  European Journal of Marketing, Vol.35(5&6), pp.687-607

Hari, J., Rolph, E., Anderson, R. et al., 1998. Multivanate data analysis, 5th ed., Upper Saddle River, N3: Prentice Hall

International Data Corporation, 2002. B2C market in India, December

May, W.C.-S and Sculli, D., 2002. “The role of trust, value and risk in conducting e-business,” Industrial Management and Data System, Vol.102(9), pp.503-72

Johnson, Michael, D. 2001. “Customers satisfaction,” in: Neil, J. and Baltes, P. (Eds.), International Encyclopedia of the social and behavioral sciences Amsterdam, Netherland: Elsevier, pp.3198-202

Joreskog, K. and Sorbom, D., 1993. LISREL 8 Users Reference Guide. Chicago, IC: Scientific Software

Kin, S., and Young, Z., 2001. “Consumers perceived importance and satisfaction with internet shopping,” Electronic Markets, Vol.11(3), pp.148-54

Olsen. L. and Johnson, M., 2003. “Service quality, satisfaction  and loyalty: From transaction - specific to cumulative evaluations,” Journal of Service Research, Vol.5(3), 184-195
Loiacono, E., Watson, R., and Goodhue, D., 2000. “A website quality instrument,” Working paper, No.126-0, University of Georgia

Maruyama, G., 1998. Basics of structural equation modeling, Thousand Oaks, CA: Sage

Long, M. and Mellin, Ch., 2004. “Exploring determinants of retail service quality on the Internet,” Journal of Services Marketing, Vol.18(1), pp.78-90

Missal, V., and Kamakura, W., 2001. “Satisfaction, repurchase intent and repurchase behaviour: Investigating the moderating effect of customers characteristics,” Journal of Marketing Research, Vol.38, pp.131-42

Oliver, R., 1997. Satisfaction: A behavioral perspective on the consumer. Newyork: McGraw-Hill

Parasuraman, A., Zeithanl, V., and Malhotra, A., 2005. “A multiple item scale for assessing electronic service quality,” Journal of Science Research, Vol.7(3), pp.213-23
Preng, R. and Mackey, R., 1996. “An empirical examinations of a model of perceived service quality and satisfaction,” Journal of Retailing, Vol.72(2), pp.201-44

Reichheld, F., and Schefter, P., 2000.“E-loyalty your secret weapon on the Web,” Harvard Business Review, July-August, pp.105-113
Rust, R., 2001.“The rise of e-service,” Journal of Service Research, Vol.3(4), pp.283-84
Sankar, V., Smith, A., and Rengasamy, A., 2003. “Customers satisfaction and loyalty in online and offline environments,” International Journal of Research in Marketing, Vol.20(2), pp.11-26

Segars, A. and Grover, V., 1993. “Re-examining perceived base of use and usefulness: A confirmatory factor analysis,” MIS Quarterly, Vol.17(4), pp.517-27

Srinivasan, Srini, Rolph Anderson and Kishore Pornavolu 2002. “Customer loyality in e-commerce: An explanation of its antecedents and consequences,” Journal of Retailing, Vol.78(4), pp.41-50

Szymanski, and M and Richard T. Hise. 2001.“E-satisfaction: A initial examination,” Journal of Retailing. 42(1), 17-29
Van riel, A., Lilijander, V., and Jurriens, P., 2001. “Exploring consumer evaluations of e-services: A portal site,” International Journal of Service Industry Management, Vol.12(4), pp.359-77
Vanpiel, A., Lilijander, V. and Jurriens, P., 2001. “Exploring consumer evaluations of e-service quality: Implications for future research and managerial practice,” Report No.00-115, Cambridge, MA: Marketing Science Institute

Woodside, A., Frey, L., and Daly, R., 1989.“Linking service quality, customer satisfaction and behavioral intention,” Journal of Health Care Marketing, 9(December), pp.5-17

Yang, Z and Jun, M., 2002. “Consumer perception of e-service quality: From Internet purchaser and non-purchaser Perception,” Journal of Business Strategies, Vol.19(1), pp.19-41

Yi, Yougae, 1991. “A critical review of customers satisfaction,” in: Valarie Zeithammal (Ed.), Review of Marketing, Chicago: American Marketing Association, pp.68-123

Yoo, B. and Donthu, N., 2001. “Developing a scale to measure the perceived quality of an Internet shopping site (SITEQUAL),” Journal of Electronic Commerce, Vol.2(1), pp.31-45

Zeithaml, V., Parasuraman, A., and Malhotra, A., 2000. “A conceptual frame work for understanding e-service quality: Implications for future research and managerial practice,” Working Paper, No.00-115, Cambridge, MA: Marketing Science Institute
Keywords Online marketing, customer satisfaction, service quality
Pages 27-34
Download Full PDF Download
  Previous Article | Back to Volume | Next Article
Search in articles
Journal Published articles
PIEB 611
Journal Hits
PIEB 1782699
Journal Downloads
PIEB 28564
Total users online -