Consumer Perception of E-Service Quality: From Internet Purchaser and Non-Purchaser Perspectives

摘要: Abstract This exploratory study expands the knowledge concerning service quality dimensions in context of Internet commerce, from differing perspectives two groups: purchasers and non-purchasers. Six primary perceived by were uncovered: reliability, access, ease use, personalization, security, credibility while seven discovered for non-purchasers: responsiveness, availability, access. When examining relative importance each dimension affecting overall assessment, "reliability" factor was found to be most important non-purchasers consider "security" as their critical concern. Introduction The commerce industry has gone through an initial period focusing on new customers present stage both retaining attracting customers. Instant price comparisons Web, brought powerful search engines, make non-price competitive advantages, such quality, ever more (Griff & Palmer, 1999; Jarvenpaa Todd, 1997; Uu Arnett, 2000). What brings online back, primarily, is a sense loyalty that comes company. (1) offering better than anyone else (Hoff, McWilliams Saveri, 1998). To offer services, it necessary companies investigate what existing potential expect quality. In are those who have utilized channel purchase products services. Potential customers, whole, generally source information about desired services but never purchased (i.e., they prefer traditional channels), For purposes this study, these types consumers coined "Internet purchasers" non-purchasers" respectively. ideal action improve maintain all attributes satisfy customers' needs wants. However, given large small limited resources, priorities must set among alternative making investment decisions based company's business strategies. If can understand similarities differences key non-purchasers, different strategies applied retain attract Therefore, purchasers' non-purchasers' perceptions related purchasing. Nevertheless, no empirical attention been article, therefore, intends expand body relating construct within context. Three specific research questions investigated: * underlying framework nonpurchasers? Are there any between groups' dimensions? any, they? Which significantly impact assessed non-purchasers? Conceptual Background Purchasers Versus Non-Purchasers somewhat interchangeable. …