.Comq: Dimensionalizing, Measuring, and Predicting Quality of the E-Tail Experience

Marketing Science Institute Report No. 02-100

Posted: 25 Sep 2002

See all articles by Mary Wolfinbarger

Mary Wolfinbarger

California State University, Long Beach - College of Business Administration

Mary Gilly

University of California, Irvine - Paul Merage School of Business

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

Suggested Citation

Wolfinbarger, Mary and Gilly, Mary, .Comq: Dimensionalizing, Measuring, and Predicting Quality of the E-Tail Experience (April 2002). Marketing Science Institute Report No. 02-100, Available at SSRN: https://ssrn.com/abstract=309579

Mary Wolfinbarger (Contact Author)

California State University, Long Beach - College of Business Administration ( email )

1250 Bellflower Blvd.
Long Beach, CA 90840
United States

HOME PAGE: http://www.csulb.edu/~mwolfin/

Mary Gilly

University of California, Irvine - Paul Merage School of Business ( email )

Paul Merage School of Business
Irvine, CA California 92697-3125
United States

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