A comparative analysis of electronic service quality in the online open market and social commerce: the case of Korean young adults

Suk Bong Choi () and Jin Min Kim ()
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Suk Bong Choi: Korea University
Jin Min Kim: Korea University

Service Business, 2018, vol. 12, issue 2, No 8, 403-433

Abstract: Abstract Past research has revealed that the social commerce market has become both a new opportunity and a threat for companies. However, these studies analyzed the correlation for just one business model and provided inconclusive suggestions. We contribute to fill this gap in the electronic service quality literature by comparing two distinct electronic commerce models: the online open market and social commerce. Using the Kano model and analytic hierarchy process analysis, we empirically investigate 397 young adults in Korea who have experience in using both the online open market and social commerce. The results indicate that (1) the classification and priorities of the two kinds of e-commerce differ and (2) it is worthwhile to consider addressing specific strategies for different business models in order to improve the service quality of the electronic commerce market. We also discuss the main contributions of our research and the implications for managers in terms of improving electronic service quality.

Keywords: Online open market; Social commerce; Service quality; Kano model; Analytic hierarchy process (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (5)

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DOI: 10.1007/s11628-017-0352-7

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