Service quality in online marketing: Customers centric analysis

• Autorzy: P. Durkasree , M. Ramesh
• Języki publikacji: EN

Abstrakty

EN

In this ICT age, we witnessed a substantial growth of internet based services. One of the key challenges of the online as a service delivery channel is how they manage service quality, which holds a significant importance to customer satisfaction. The purpose of this study was to gain a better understanding of the service quality dimensions that affect customer satisfaction in online marketing from a customer perspective. The data were collected through a questionnaire with 127 online shoppers. Exploratory factor analysis was conducted to narrate the important service quality factors in online marketing. In this study, seven service quality dimensions were identified and these have a strong impact on customer satisfaction.(original abstract)

Słowa kluczowe

EN

e-marketing; Quality of services; Customer satisfaction management

PL

Marketing internetowy; Jakość usług; Zarządzanie zadowoleniem klientów

• Czasopismo: Perspectives of Innovations, Economics and Business
• Rocznik: 2011
• Tom: 7
• Numer: nr 1
• Strony: 27--34

Twórcy

autor

P. Durkasree

• Manonmaniam Sundaranar University

autor

M. Ramesh

• Annamalai University

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