How do consumers evaluate Internet retail service quality?

• Published in: The Journal of services marketing Vol. 17; no. 3; pp. 243 - 253
• Main Authors: Trocchia, Philip J, Janda, Swinder
• Format: Journal Article
• Language: English
• Published: Santa Barbara MCB UP Ltd 01.06.2003; Emerald Group Publishing Limited
• Subjects: Consumer attitudes; Consumers; Customer services; Customer surveys; Data collection; Efficiency; Electronic commerce; Internet; Interviews; Market strategy; Marketing; Perceptions; Polls & surveys; Purchasing; Quality of service; Retail banking; Retail stores; Service quality; Shopping; Studies; United States > US; Customer surveys; Consumer attitudes; Internet; Service quality; Marketing
• ISSN: 0887-6045; 2054-1651
• DOI: 10.1108/08876040310474800

The conceptualization and assessment of service quality continues to play an important role in marketing for both academics and practitioners alike. This study extends the service quality literature by utilizing semi-structured depth interviews with 58 online shoppers to uncover key aspects of Internet service quality. Results indicate that consumers evaluate the service of Internet marketers in terms of five major dimensions: performance, access, security, sensation, and information. While marketing academicians may use the study's findings as a framework to develop measures to empirically assess Internet service quality, online retailers may use our findings as a resource while constructing, managing, and evaluating their marketing strategies.