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
1. Introduction
2. Literature Review
3. Methodology
4. Findings and Analysis
4.1. Service Recovery
4.2. Customer Support Service
4.3. Delivery Quality
4.4. Product Quality
4.5. Importance Ratings
5. Conclusions
6. Recommendations
Research Objectives and Themes
This study aims to investigate the dimensions of e-service quality and their impact on customer satisfaction, utilizing Amazon.com as a case study to identify key success factors and areas for improvement in online retail.
- Analysis of e-service quality (e-SQ) models and conceptual frameworks.
- Evaluation of customer satisfaction using the Critical Incident Technique (CIT).
- Identification of critical service dimensions including recovery, support, delivery, and product quality.
- Derivation of practical recommendations for e-retail businesses based on empirical findings.
Excerpt from the Book
4.1. Service Recovery
The related critical incidents were mostly negative but due to efficient SR transformed into especially satisfying incidents. This observed significance of SR is in line with Zhang et al. (2015), stating that it is a major determinant for e-satisfaction. Additionally, Gwo-Guang and Hsui-Fen (2005) and Parasuraman et al. (2005) emphasize the importance of SR. The following table exemplifies critical incidents regarding SR.
“...After some time the same day I received a mail, telling me that they found the product somewhere else outside their own store and that I still can order it via amazon. Great service which made me very satisfied.” (Respondent #22)
“I got a delivery for free as the parcel was left in the garbage. After writing to Amazon they agreed that the situation was not well and therefore did not charge any money.” (Respondent #17)
“The delivery service failed. Amazon compromised with an extra month of amazon prime for free and apologized. Great service!” (Respondent #2)
Summary of Chapters
1. Introduction: Presents the growth of the e-commerce sector and defines the study’s aim to analyze e-service quality dimensions using Amazon.com as a case study.
2. Literature Review: Provides a comprehensive overview of various e-service quality models and academic conceptualizations used to measure online retail performance.
3. Methodology: Details the application of the Critical Incident Technique (CIT) and the use of electronic surveys to gather primary data from participants.
4. Findings and Analysis: Analyzes the collected critical incidents, categorizing them into service recovery, customer support, delivery, and product quality themes.
5. Conclusions: Synthesizes the research findings, confirming the high importance of e-SQ dimensions and evaluating the relationship between service quality and customer satisfaction.
6. Recommendations: Offers strategic suggestions for Amazon.com's business operations and outlines directions for potential future research in the e-retail domain.
Keywords
E-service quality, e-SQ, Amazon.com, Critical Incident Technique, customer satisfaction, service recovery, online shopping, e-retail, delivery quality, product quality, customer support, service management, digital commerce, consumer behavior, empirical research.
Frequently Asked Questions
What is the core focus of this research?
This research focuses on identifying and analyzing the dimensions of electronic service quality (e-SQ) that contribute to customer satisfaction within the e-retailing industry.
What are the central themes addressed in the study?
The study centers on four key themes: Service Recovery (SR), Customer Support Service (CSS), Delivery Quality, and Product Quality.
What is the primary objective of this work?
The objective is to examine which specific service aspects most significantly influence online consumer satisfaction, using Amazon.com as a representative case study.
Which scientific methodology is utilized?
The researcher utilizes the Critical Incident Technique (CIT) and qualitative analysis of data collected through electronic questionnaires distributed to online shoppers.
What topics are covered in the main body?
The main body covers a literature review of e-SQ models, the methodological approach, a detailed thematic analysis of consumer feedback, and final recommendations.
What are the primary keywords characterizing this work?
Key terms include e-service quality, customer satisfaction, Critical Incident Technique, e-retailing, service recovery, and consumer perception.
How does service recovery impact e-satisfaction according to the findings?
The study finds that efficient service recovery is a major determinant of e-satisfaction, often capable of transforming potentially negative experiences into highly satisfying ones.
What role does product quality play in the overall assessment of an e-retailer?
Product quality is identified as a basic expectation; while its absence leads to dissatisfaction, its presence is sometimes viewed as a prerequisite rather than an element that generates high levels of delight.
- Quote paper
- Maximilian Wagner (Author), 2016, Service Quality in the E-Retailing Industry, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/384345
