The Effects of Individual Dimensions of Service Quality of Online Shopping
Journal Title: International Journal of Business and Management Invention - Year 2018, Vol 7, Issue 3
Abstract
Electronic-commerce enables buying and selling of products online with the use of internet. The conventional method of shopping which involved visiting a particular store, physically examining the product and then paying for it after being satisfied with the applicability of the product is slowly being replaced by ecommerce. The trends of e-commerce are only getting better day by day with new features that enable second hand sales on e-commerce portals, wide range of product categories, sales of the intangible services, and so much more. The trend of shopping online is catching up for various reasons like convenience, home delivery, product comparison, price comparison, safe and easy payment, timely and safe delivery of products, easy returns etc. The current empirical study attempts to explore and study the service quality (tangibility, reliability, responsiveness, assurance and empathy) dimensions that affect the customer’s perception towards services offered by Unishopy (e-tailer) in Bengaluru city. In order to realise the stated objectives the researchers have employed SERVQUAL modeldeveloped by Parasuraman et al (1988) and collected the data from 160 respondents. The validity of the questionnaire was adjudged, using Cronbach's coefficient (α) was calculated to test the reliability and internal consistency of the responses. In the second phase, normality of the data and frequency distribution have been conducted and extrapolated by using inferential statistics. In the last phase, a robust multiple regression model has been run to identify the major determinants of service quality. The survey results revealed that Tangibility, Assurance, Empathy and Responsiveness were the major determinants of service quality in online retail sector. Out of the chosen variables the very important quality dimension is Empathy followed by Assurance, Responsiveness and Tangibility.
Authors and Affiliations
Dr. Sathyanarayana S, Prof. Sudhindra Gargesa, Ms. Apoorva
Keywords
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