Service quality in online marketing: Customers centric analysis

P. Durkasree, M. Ramesh
2011 Perspectives of Innovations Economics and Business  
In this ICT age, we have 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
more » ... ith 127 online shoppers. Exploratory factor analysis was conducted to narrate the important service quality factors in online marketing. This study identifies seven service quality dimensions having a strong impact on customer satisfaction.
doi:10.15208/pieb.2011.06 fatcat:7zqugxh76zbr7c3ybeui7q5b44