This study aims to identify, analyze and prove dimensions contributing to the e-service quality (e-SQ) and satisfaction of online shopping. It takes ‘amazon.com’ as a case study and utilizes the critical incident technique in order to gather meaningful primary data for both satisfying and dissatisfying critical incidents. For this research, a probability sample was adopted, by distribution an electronic questionnaire to potential participants. The questionnaire comprised of a total of nine questions and was completed by 25 participants, generating 50 critical incidents.
The content analysis of the primary data led to four main emergent themes from which three could be attributed to both satisfying and dissatisfying service encounters, whereas one was solely based on dissatisfying incidents. The categories include service recovery (SR), customer support service (CSS), delivery quality and product quality. Throughout the analysis of the findings, the intangibility of e-SQ became apparent, as many incidents were related to behavioral traits. This study further. This study emphasized the multiplicity of academic opinions regarding e-SQ and followed the stance of Collier and Bienstock (2006), by examining their dimensions and was consequently trying to either prove or reject the statements within their study.
Resulting from the findings as well as the related conclusions of this study, recommendations were drawn on the specific example of ‘amazon.com’ as well as the overall e-retail industry and future research.
Table of Contents
i. Abstract
iii. List of Tables and Figures
iv. List of Appendices
1. Introduction
2. Literature Review
3. Methodology
4. Findings and Analysis
4.1. Service Recovery
4.2. CustomerSupportService
4.3. Delivery Quality
4.4. Product Quality
4.5. Importance Ratings
5. Conclusions
6. Recommendations
v. Bibliography
vi. Appendices
Appendix A: Service Quality - Critical Incident Questionnaire
Appendix B: Questionnaire Analysis - Gender Distribution
Appendix C: Questionnaire Analysis - Age Distribution
Appendix D: Questionnaire Analysis - Online Shopping Frequency
Frequently Asked Questions
What are the key dimensions of e-service quality (e-SQ)?
The study identifies four main dimensions: service recovery, customer support service, delivery quality, and product quality.
What is the "Critical Incident Technique" used in this study?
It is a qualitative research method used to gather specific, meaningful data about satisfying and dissatisfying service encounters directly from customers.
Why was Amazon.com used as a case study?
Amazon was selected as a representative leader in the e-retailing industry to analyze real-world customer satisfaction and service quality standards.
How does product quality relate to e-service quality?
The research shows that while service is intangible, the physical quality of the product received is a major factor in overall online shopping satisfaction.
What role does service recovery play in online shopping?
Service recovery is crucial for addressing dissatisfying incidents; effective recovery can turn a negative experience into a positive one for the customer.
What were the findings regarding behavioral traits in e-SQ?
The study found that many satisfying incidents were linked to the behavioral traits of support staff, highlighting the human element in digital services.
- Quote paper
- Maximilian Wagner (Author), 2016, Service Quality in the E-Retailing Industry, Munich, GRIN Verlag, https://www.grin.com/document/384345
