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By:
Zhilin Yang
Robin T. Peterson
Shaohan Cai

Presented by: Isabel Mosqueda

Article 10
 Purpose/Objective
4 To extend what is known about service quality in
terms of the context of internet retailing.
4 When properly utilized, the internet can be an
effective device for maintaining superior service
offerings and creating a higher standard in the retail
sector.
 Purpose/Questions
4 What dimensions do customers perceive to be
essential in providing service quality for online
purchasing?
4 Which service quality attributes operate mainly as
satisfiers and which essentially create consumer
dissatisfaction?
4 What recommendations can be advanced to improve
the service quality of online purchasing and, in turn,
buyer satisfaction.
 Previous Work
4 Key services quality
dimensions in traditional
retailing
4 Parasuraman, A. (1985): 4 Parasuraman, A. (1988):
4 10 Dimensions: 4 5 Dimensions:
4 Tangibles 4 Tangibles
4 Reliability 4 Reliability
4 Responsiveness 4 Responsiveness
4 Communication 4 Assurance
4 Credibility 4 Empathy
4 Security 4 Developed a global
4 Competence measurement for service
4 Courtesy quality (SERVQUAL)
4 Understanding the
customer
4 Access
 Previous Work
4 Hedvall & Paltschik (1989):
4 Identified 2 innovative dimensions:
4 Ơwillingness and ability to serveơ
4 Ơphysical and psychological accessơ
4 Dabholkar, P.A. (1996):
4 5 Dimension scale measuring service quality:
4 Physical aspects
4 Reliability
4 Personal interaction
4 Problem solving
4 Policy
4 Siu and Cheung (2001):
4 6 Dimension scale measuring service quality:
4 Personal interaction
4 Policy
4 Physical appearance
4 Promise
4 Problem solving
4 Convenience
 Previous Work
4 Mehta, S.C. (2000):
4 Two settings
4 Service--intensive retailing
Service
4 Goods--intensive retailing
Goods
 Previous Work
4 Service quality dimensions & internet commerce
4 Hoffman & Novak (1997):
4 Personalization is required for internet firms to conceptualize the
internet as a unique consumer marketplace.
4 Griffith & Krampf (1998):
4 Investigated websites of top 100 retailers
4 Lack of prompt responsiveness ƛ most common negatively reaction from
consumers.
4 Cox & Dale (2001):
4 Proposed that traditional dimensions, donƞt apply to internet
retailing, such as:
4 Competence
4 Courtesy
4 Cleanliness
4 Comfort & friendliness
4 Helpfulness
4 Care
4 Commitment
4 Flexibility
 Previous Work
4 Zeithaml, V.A. (2001):
4 13 internet service quality dimensions:
4 Reliability
4 Responsibility
4 Access
4 Flexibility
4 Access
4 Flexibility
4 Ease of navigation
4 Efficiency
4 Assurance/trust
4 Security
4 Price knowledge
4 Site aesthetics
4 Customization/personalization
4 Yang, Z. (2001):
4 19 dimensions sorted into 3 categories:
4 Product cost and availability
4 Customer service
4 Online information systems
 Previous Work
4 Doll & Torkzadeh (1988): 4 Balfour, A. (1998):
4 5 quality dimensions 4 Reasons that induced users
influencing end-
end-user to revisit website:
satisfaction: 4 Transaction security
4 Content 4 Personal information
4 Accuracy privacy
4 Format 4 Dellaert & Kahn (1999):
4 Ease of use 4 Negatively affected
4 Timeliness consumers:
4 Rice, M. (1997): 4 Download waiting time
4 Reasons that induced users 4 Liu & Arnett (2000):
to revisit website: 4 Reasons that induced users
4 Content to revisit website:
4 Layout 4 Information quality
4 Ease of locating 4 System use
information
4 System design quality
4 Ease of navigation
4 Emotional experience
 Previous Work
4 Negative and positive attributes
4 Johnston, R. (1997):
4 Classified all dimensions into 3 factors:
4 Satisfied
4 Dissatisfied
4 Dual factors
4 Mittal, V. (1998):
4 Positive performance:
4 Less impact on overall consumer satisfaction than negative performance
 Methodology
4 Study of content analysis of consumer reviews related to their
online purchasing experience
4 3 criteria established to collect samples:
4 Consumers allowed to rate & review their online shopping experience
4 Consumers should not be financially motivated to express their opinions
favoring the reviewed companies
4 Consumers should be encouraged to post both satisfied & dissatisfied
reviews
4 Ratingwonders.com & gomez.com met all criteria for
survey/study
4 1078 useful consumer anecdotes
4 Anecdotes classified into 2 categories:
4 Satisfied attributes
4 Dissatisfied attributes
 Methodology
4 The coding process:
 Results
4 Study identified 14 dimensions of service quality
4 Responsiveness
4 Credibility
4 Ease of use
4 Reliability
4 Convenience
4 Communication
4 Access
4 Competence
4 Courtesy
4 Personalization
4 Continuous improvement
4 Collaboration
4 Security/privacy
4 aesthetics
4 Identified 42 sub-
sub-dimensions in internet retailing
4 85.4% were satisfying anecdotes
4 87.5% were dissatisfying anecdotes
 Conclusion
4 Initial step to improve service quality:
4 Listen to the customers
4 Management should focus on key dimensions to increase satisfaction:
4 Responsiveness
4 Credibility
4 Ease of use
4 Reliability
4 Convenience
4 Access
4 Reduce dissatisfaction & increase customer satisfaction:
4 Prompt delivery & prompt response to customerƞs concerns and e-
e-mail inquires
4 Online retailers should fulfill all vital functions customers required:
4 Design user friendly pages
4 Adequate information retrieval speed.
4 The study conducted has 2 possible shortcomings:
4 Obtaining biased results from self-
self-selected sample of internet consumers might
be higher than is desirable.
4 Consumer complaints & complements generally reflect extreme satisfaction &
dissatisfaction, but did not identify neutral factors.