.Comq: Dimensionalizing, Measuring, and Predicting Quality of the E-Tail Experience
Marketing Science Institute Report No. 02-100
Posted: 25 Sep 2002
Date Written: April 2002
Abstract
Quality is related to customer satisfaction, retention and loyalty in both product and services settings. Thus, quality is expected to be a determinant of online retailer success as well. Based on online and offline focus groups, a sorting task, and an online survey of Harris Interactive's customer panel, the authors establish the dimensions of the e-tail experience, and develop a reliable and valid scale for the measurement of online quality. The analysis suggests that four factors - website design (including information, order processing, navigation, and product selection), fulfillment/reliability, privacy/security and customer service - are strongly predictive of customer judgments of quality and satisfaction, customer loyalty and attitudes toward the website (AST).
Keywords: e-commerce, e-commerce quality, internet marketing, e-tailing, online consumers, online consumer behavior, online shopping, website design, usability, website experience, user experience, fulfillment, privacy, security, customer service, satisfaction, scale development, categorization, structured conceptualization, concept mapping, hierarchical clustering
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