SERVICE QUALITY IN ONLINE MARKETING: CUSTOMERS CENTRIC ANALYSIS

P. Durkasree and M. Ramesh
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P. Durkasree: Manonmaniam Sundaranar University Tiruvelveli, India
M. Ramesh: Manonmaniam Sundaranar University Tiruvelveli, India

Perspectives of Innovation in Economics and Business (PIEB), 2011, vol. 7, issue 1, 27-34

Abstract: 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 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.

Keywords: Online marketing; customer satisfaction; service quality. (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2011
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Citations: View citations in EconPapers (1)

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