An executive summary for managers and executive readers can be found at the end of this article
How do consumers evaluate Internet retail service quality?
Philip J. Trocchia Swinder Janda
Assistant Professor of Marketing, Department of Marketing, Kansas State University, Manhattan, Kansas, USA Assistant Professor of Marketing, Department of Marketing, Kansas State University, Manhattan, Kansas, USA Keywords Internet, Marketing, Service quality, Customer surveys, Consumer attitudes Abstract The conceptualization and assessment of service quality continues to play an important role in marketing for both academics and practitioners alike. This study extends the service quality literature by utilizing semi-structured depth interviews with 58 online shoppers to uncover key aspects of Internet service quality. Results indicate that consumers evaluate the service of Internet marketers in terms of five major dimensions: performance, access, security, sensation, and information. While marketing academicians may use the study's findings as a framework to develop measures to empirically assess Internet service quality, online retailers may use our findings as a resource while constructing, managing, and evaluating their marketing strategies.
Introduction The conceptualization and assessment of service quality continues to play an important role in marketing for both academics and practitioners alike. The SERVQUAL scale was developed in an attempt to measure how consumers perceive the quality of a service (Parasuraman et al., 1985, 1988, 1991, 1994). The most recent version of this scale comprises five dimensions: (1) tangibles; (2) reliability; (3) responsiveness; (4) assurance; and (5) empathy (Parasuraman et al., 1994).
Current discourse among marketing academics and practitioners suggests that in order to accurately assess service quality in different industry settings, modifications of the SERVQUAL scale may be...