2006:58

MASTER'S THESIS
Customer Satisfaction
Service Quait! in "nine #urc$asin% in Iran
Rana Mosta%$e
&ue' (niversit! of Tec$noo%!
Master T$esis) Continuation Courses
Mar*etin% an+ e,commerce
-e.artment of /usiness A+ministration an+ Socia Sciences
-ivision of In+ustria mar*etin% an+ e,commerce
2006:58 , ISS0: 1652,0183 , ISR0: &T(,#/,E4,,06558,,SE
Customer Satisfaction: service 6uait! in
onine .urc$asin% in Iran
Su.ervisors:
-r7 Amir A8a+vi
-r7 Moe9 &ima!em
Referee:
-r7 A%$+asi
#re.are+ 8!:
Rana Mosta%$e
Tar8iat Mo+ares (niversit! :acut! of En%ineerin%
-e.artment of In+ustria En%ineerin%
&uea (niversit! of Tec$noo%!
-ivision of In+ustria Mar*etin% an+ E,Commerce
MSc ;oint #R"<RAM I0 MAR=ETI0< A0- E&ECTR"0IC C"MMERCE
2006
>T$e customer?s min+ is sti cose+ to us@ it is a A8ac*
8oB? t$at remains seae+7 Ce can o8serve in.uts to
t$e 8oB an+ t$e +ecisions ma+e as a resut) 8ut De can
never *noD $oD t$e act of .rocessin% in.uts tru!
$a..ensE
;o$n E7 <7 /ateson
2
A8stract
T$e fin+in%s of t$is researc$ are most! usefu to t$ose Fmana%ers) De8
+esi%ners) etc7G D$o inten+ to .enetrate t$e Iranian mar*et Dit$ east cost)
time an+ ener%!7 T$e resuts in+icate t$e most im.ortant De8 6uait! factors
t$rou%$ Iranian onine s$o..ers? .ers.ective7 In t$e ast feD !ears) a
si%nificant %roDt$ $as 8een notice+ in t$e Internet, 8ase+ services in t$e .ure
Internet 8usinesses as De as t$e tra+itiona enter.rises) D$ic$ are
+eveo.in% t$eir onine services7 "ne of t$e *e! c$aen%es of onine
8usinesses is $oD t$e! mana%e service 6uait!) D$ic$ $o+s a si%nificant
im.ortance to customer satisfaction7 In a++ition of success stories De s$ou+
8e aDare of .ro8ems@ in !ear 2000 near! H00 (S onine firms Dere s$ut
+oDn) 21I of t$em Dere onine retaiers FMinJoon ;un) 200KG7 T$e .ur.ose of
t$is researc$ is to ran* t$e 6uait! factors .erceive+ to 8e most im.ortant in
reation to t$e use of onine s$o.s7 T$e 6uestionnaire utii9e+ Das 8ase+ on
t$e SERLQ(A& instrument t$at i+entifies five 6uait! +imensions in service
environments7
2
Ac*noDe+%ements
:irst of a I Dou+ i*e to eB.ress m! sincere %ratitu+e to m!
su.ervisors) -r7 Moe9 &ima!em at +ivision of In+ustria Mar*etin% an+
Eectronic Commerce of &ue' (niversit! of Tec$noo%!) SDe+en) for $is
intei%ent %ui+ance an+ $e.fu a+vice +urin% t$e D$oe .rocess) an+ -r7 Amir
A8a+vi at +ivision of In+ustria En%ineerin% an+ Eectronic Commerce of
Tar8iat Mo+ares (niversit!) Iran) for $is ver! $e.fu su..orts7
I Dou+ i*e to t$an* a t$e .artici.ants D$o contri8ute+ to m! Dor*) not
Just for t$eir res.onses) 8ut aso for t$e %oo+ su%%estions t$e! ma+e an+ t$eir
*in+ $e.7
S.ecia t$an*s to m! $us8an+) fami! an+ frien+s for t$eir consi+eration
an+ su..ort +urin% a t$e .rocess7
Rana Mosta%$e
:a,2005
K
Ta8e of Content
CHA#TER 1 777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 H
I0TR"-(CTI"0 777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 H
17I0TR"-(CTI"0 77777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 H
171 /AC=<R"(0- 7777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 H
17171E,commerce 7777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 10
17172"nine Retaiin%7777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 10
17172E,commerce in Iran 7777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 15
1717KCustomer Satisfaction7777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 15
17175Service Quait! 77777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 13
172 #R"/&EM -ISC(SSI"0 7777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 18
172 RESEARCH #R"/&EM A0- RESEARCH Q(ESTI"0 77777777777777777777777777777777777777777777777777777777777777777777777 21
17K -EMARCATI"07777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 21
175 -IS#"SITI"0 ": THE THESIS 77777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 21
CHA#TER 2 7777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 22
&ITERAT(RE RELIEC 7777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 22
27&ITERAT(RE RELIEC 777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 22
271 C(ST"MER SATIS:ACTI"0 7777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 22
27171C$at De nee+ to measureM 77777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 28
27172Tec$ni6ues to measure customer satisfaction7777777777777777777777777777777777777777777777777777777777777777777 20
27172Lirtua or%ani9ations an+ customer satisfaction 77777777777777777777777777777777777777777777777777777777777777 21
272 -IME0SI"0S A0- -ETERMI0A0TS ": SERLICE Q(A&ITN 777777777777777777777777777777777777777777777777777777777777 22
27271Conce.tuai9ation of e,services 7777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 23
27272E,service 6uait! 777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 2H
272 MEAS(RI0< E&ECTR"0IC SERLICE Q(A&ITN777777777777777777777777777777777777777777777777777777777777777777777777777777 K1
CHA#TER 2 7777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 KK
RESEARCH METH"-"&"<N 7777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 KK
27METH"-"&"<N 77777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 KK
271 RESEARCH #(R#"SE 7777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 KK
272 RESEARCH A##R"ACH 7777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 K6
27271Quantitative A..roac$777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 K6
27272Quaitative A..roac$77777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 K3
272 RESEARCH STRATE<N 77777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 K8
27271Surve! 7777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 KH
27272#iot test7777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 KH
27K SAM#&E SE&ECTI"0 77777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 KH
275 -ATA C"&&ECTI"0 777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 52
276 -ATA A0A&NSIS 7777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 52
273 LA&I-ITN A0- RE&IA/I&ITN 7777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 52
27371Lai+it! 77777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 52
27372Reia8iit!77777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 5K
278 :RAME ": RE:ERE0CE 7777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 55
27871Customer Satisfaction an+ Service Quait! 7777777777777777777777777777777777777777777777777777777777777777777777 56
27872-ifferent toos for measurin% "nine Service Quait! 777777777777777777777777777777777777777777777777777777 56
2787271
2787272
2787272
278727K
2787275
SERLQ(A&7777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777756
Ce8Q(A& 777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777753
E,SERLQ(A&777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777753
E,SEQ(A& 77777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777758
E,S,Q(A&7777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777758
27872
2787K
Conce.tua :rameDor* 7777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 58
SERLQ(A& +imensions in reation to onine #urc$asin%777777777777777777777777777777777777777777777777 5H
CHA#TER K 7777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 62
5
EM#IRICA& -ATA #RESE0TATI"0 7777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 62
K7EM#IRICA& -ATA #RESE0TATI"0 77777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 62
K71 "LERLIEC ": THE SAM#&E 777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 62
K72 Q(A0TITATILE -ATA #RESE0TATI"0 77777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 6K
K7271Sam.e an+ Res.onse rate 777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 65
K7272-escri.tive statistics777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 65
CHA#TER 5 7777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 30
-ATA A0A&NSIS A0- C"0C&(SI"0 77777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 30
57
571
572
572
57K
575
576
-ATA A0A&NSIS A0- C"0C&(SI"0 77777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 30
THE M"ST IM#"RTA0T -IME0SI"0S ": SERLICE Q(A&ITN 7777777777777777777777777777777777777777777777777777777777 30
C"M#ARI0< CE/ Q(A&ITN :ACT"RS /ETCEE0 IRA0IA0 A0- AMERICA0 C(ST"MERS 77777777777777 32
THE M"ST IM#"RTA0T :ACT"RS ": SERLQ(A& 7777777777777777777777777777777777777777777777777777777777777777777777 36
IM#&ICATI"0S :"R #RACTITI"0ERS 77777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 38
IM#&ICATI"0S :"R THE"RN 77777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 3H
IM#&ICATI"0S :"R :(RTHER RESEARCH 777777777777777777777777777777777777777777777777777777777777777777777777777777777777 3H
RES"(RCES777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 81
A##E0-I4 I: Q(ESTI"00AIRE7777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 86
A##E0-I4 II: TA/&ES 77777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 H1
6
&ist of Ta8es
Ta8e 1: To. K0 E,retaiers accor+in% to t$eir satisfaction score7777777777777777777777777777777777777777777777777777777777 12
Ta8e 2 : To. 100 Internet retai com.anies 777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 1K
Ta8e 2 : T$ese firms ost mone! 8efore .a!in% over$ea+ costs +urin% t$e 1HHH to 2000 777777777777777777777 20
Ta8e K: researc$ strate%ies 7777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 K8
Ta8e 5:Reia8iit! Statistics77777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 55
Ta8e 6: Satisfaction of res.on+ents Dit$ t$e e6ui.ment t$e! use 777777777777777777777777777777777777777777777777777777777 63
Ta8e 3: T$e use of t$e De8 77777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 68
Ta8e 8: Ce8sites ran*e+ 8! fre6uenc! of visits7777777777777777777777777777777777777777777777777777777777777777777777777777777777777 68
Ta8e H: t$e to. five Dit$ $i%$est scores of im.ortance 7777777777777777777777777777777777777777777777777777777777777777777777777 68
Ta8e 10: T$e 8ottom five Dit$ oDest scores of im.ortance777777777777777777777777777777777777777777777777777777777777777777 6H
Ta8e 11: T$e to. ten of service 6uait! factors Dit$ $i%$est scores of im.ortance7777777777777777777777777777777 32
Ta8e 12: T$e 8ottom ten of service 6uait! factors Dit$ oDest scores of im.ortance 77777777777777777777777777 32
Ta8e 12: T$e to. ten Dit$ $i%$est score on im.ortance from Iranian an+ American .ers.ective 77777777 3K
Ta8e 1K: T$e 8ottom ten Dit$ oDest scores of im.ortance from Iranian an+ American .ers.ective777 35
Ta8e 15: Ran*e+ SERLQ(A& factors accor+in% to t$eir im.ortance mean77777777777777777777777777777777777777777 33
Ta8e 16: #aire+ Sam.es Test77777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 33
Ta8e 13: 0um8er of res.on+ent 8! %en+er 7777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 H1
Ta8e 18: 0um8er of res.on+ents 8! :ie+ of e+ucation777777777777777777777777777777777777777777777777777777777777777777777777 H1
Ta8e 1H: 0um8er of res.on+ents 8! a%e 7777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 H1
Ta8e 20: im.ortance of an+ satisfaction Dit$ as.ects of De8 6uait! 777777777777777777777777777777777777777777777777777 H2
Ta8e 21: Im.ortance of SERLQ(A& factors77777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 H2
3
&ist of :i%ures
:i%ure 1: Correation 8etDeen customers' eB.ectations an+ customer satisfaction7777777777777777777777777777777 13
:i%ure 2 : A conce.tua mo+e of service 6uait! 77777777777777777777777777777777777777777777777777777777777777777777777777777777777 18
:i%ure 2: -e.en+ence 8etDeen 6uait!) satisfaction an+ .rofita8iit! 777777777777777777777777777777777777777777777777777 20
:i%ure K : Customer satisfaction continues im.rovement 7777777777777777777777777777777777777777777777777777777777777777777777 23
:i%ure 5 : T$e circe of satisfaction 7777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 23
:i%ure 6: T$e #rinci.e of .re,stu+! 777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 28
:i%ure 3: Customer satisfaction measurement met$o+ 77777777777777777777777777777777777777777777777777777777777777777777777777 2H
:i%ure 8: Measurin% customer satisfaction77777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 2H
:i%ure H : A Researc$ Mo+e for t$e Antece+ents an+ Customer Satisfaction of C!8er S$o..in% Store
FCSSG7777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 20
:i%ure 10: Customer contact O customer focus matriB 77777777777777777777777777777777777777777777777777777777777777777777777777 22
:i%ure 11 : T$e e,service offerin% 7777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 K1
:i%ure 12: Reations$i. 8etDeen service 6uait! an+ customer satisfaction 8ase+ on SERLQ(A&777777 5H
:i%ure 12: #ie c$art@ num8er of res.on+ents 8! %en+er777777777777777777777777777777777777777777777777777777777777777777777777 66
:i%ure 1K: /ar c$art@ num8er of res.on+ents 8ase+ on t$eir e+ucation?s fie+7777777777777777777777777777777777777 66
:i%ure 15: /ar c$art@ num8er of res.on+ents 8! a%e7 777777777777777777777777777777777777777777777777777777777777777777777777777 63
8
C$a.ter 1
Intro+uction
17 Intro+uction
T$e 8ac*%roun+ of t$e seecte+ area is intro+uce+ in t$e first c$a.ter7 T$en)
t$e .ro8em area Di 8e neBt +iscusse+ to .rovi+e a +ee.er un+erstan+in% a8out t$e
researc$ area for rea+er7 T$e .ro8em +iscussions en+ Dit$ a researc$ .ro8em an+ a
s.ecific researc$ 6uestion7 In t$e en+ of t$is c$a.ter t$e contri8ution of t$is researc$
is aso .resente+7
171 /ac*%roun+
T$e 8ac*%roun+ of t$e researc$ area is .rovi+e+ in t$is section7 It contains t$e
%enera i+ea of e,commerce an+ onine retaiin% as one of t$e maJor sectors in e,
commerce in t$e com.an! of a ist of to. K0 e,retaiers D$o $ave t$e most satisfaction
scores in t$e Dor+ F:oresee) s.rin% 2005G7 &i*eDise) a 8rief intro+uction of e,
commerce situation in Iran is 8rou%$t $ere7 T$is section aso +escri8es t$e im.ortance
of service 6uait! an+ it's reations$i. Dit$ customer satisfaction7
H
17171 E,commerce
T$ere are man! +efinitions for e,commerce7 C$at La+imir PDass in 1HH6
8eieve+ is: QEectronic commerce is t$e s$arin% of 8usiness information) maintainin%
8usiness reations$i.s) an+ con+uctin% 8usiness transactions 8! means of
teecommunications netDor*sQ7 Is not ver! far from D$at ;eassi in 2005 sai+:
QEectronic commerce) or e,commerce) is more s.ecific t$an e,8usiness an+
can 8e t$ou%$t of as a su8set of it7 Eectronic commerce +eas Dit$ t$e faciitation of
transactions an+ sein% of .ro+ucts an+ services onine) i7e7 via t$e Internet or an!
ot$er teecommunications netDor*Q FTaDfi* ;eassi R A8rec$t En+ers) 2005G7 T$is
Das an aca+emic +efinition for e,commerce) D$at .ractitioners 8eieve is: QE,
commerce is often referre+ to as e,8usiness an+ it is %enera! cassifie+ into four
t!.es: /2/: 8usiness,to,8usiness@ /2C: 8usiness,to,consumer@ C2C: Consumer,2,
Consumer@ C2/: consumer,to,8usinessQ FC$ristian 07Ma+u an+ Assum.ta A7 Ma+u)
2002G7
Accor+in% to t$e :orrester) t$e researc$ or%ani9ation FDDD7forrester7comG) t$e
fast %roDt$ of e,commerce in t$e +eveo.e+ countries an+ t$e vaue a++e+ D$ic$ t$e!
%ain t$rou%$ it@ Co*e u. t$e a%%e+ countries com.ete! an+ ma*e t$em revise t$eir
mar*etin% an+ commerce strate%ies@ in or+er to com.ete in t$e Dor+ mar*ets) T$is
or%ani9ation aso .re+icts t$at e,commerce in t$e Dor+ Di rise from 25K miion
(S- in 2001 to 10 triion (S- in 20057
17172 "nine Retaiin%
Ce are Ditnessin% t$e fast %roDt$ of e,retaiers a aroun+ t$e Dor+7 At$ou%$
/2/ .a!s a 8i%%er roe in .ortion of e,commerce rat$er t$an /2C@ t$e! 8ot$ are
sur.assin% t$e 8ric*s an+ mortar section7
-es.ite of man! onine visitors) most of t$em Just tr! to fin+ more information
instea+ of .urc$asin% onine7 T$ese De8sites are essentia e,CRM FCustomer
Reations$i. Mana%ementG toos for retaiers in or+er to survive in t$is com.etitive
mar*et) a++,vaue services are nee+e+ to *ee. +ifferentiation Dit$ t$e rivas7
After emer%in% of e,commerce man! firms start,u. t$eir De8sites to 8e t$e
.ioneers in t$is fie+) 8ut +urin% t$e mi+,2000 man! 8u88es 8urst7 Stor! of survive+
10
com.anies Dou+ ea+ us to 8etter un+erstan+in% of t$eir stren%t$s an+ .oDers7 &arr!
:ree+ $as .rovi+e+ an Internet Retaier?s ist of to. K0 Retaiers 8! saes voume in
Ta8e 1 D$ic$ s$oDs D$ose onine revenue Das %reater in 200K F&arr! :ree+)
:oreSee Resuts) S.rin% 2005G7 Customers are ife8oo+ of an or%ani9ation) so t$eir
satisfaction is t$e to. %oas of t$e firms7 In ta8e 1 to. K0 e,retaiers are ran*e+ 8!
t$eir satisfaction score7
11
Ta8e 1: To. K0 E,retaiers accor+in% to t$eir satisfaction score
Source: &arr! :ree+) 2005
12
:rom ta8e 1 it is un+erstoo+ t$at ama9on7com) $a+ t$e %reatest voume of
onine saes in 200K) +e7com an+ office+e.ot7come are in t$e secon+ an+ t$ir+
.ositions res.ective!7
Com.anies cou+ not fooD constant rues to 8e successfu in onine mar*ets7
T$ere is not a ist of actions t$at ea+ com.anies to more .rofit or more customer
satisfaction7 <oo+s are most! avaia8e Dit$ %oo+ 6uaities) .rices are ver!
com.etetive noDa+a!s) so 8ein% t$e 8est in t$e mar*et an+ remainin% in t$at .ace is
not easi! .ossi8e7 Innovative strate%ies s$ou+ 8e ta*en for customer reations$i.s)
De8 site +esi%nin%) after saes service an+ so on to survive in c!8er mar*ets7
Ric$ar+ A7 :ein8er%) an+ RaJes$ =a+am an+ &ei%$ Ho*ama) $ave .rovi+e+
to. 100 onine retaiers in 2002 FSee ta8e 2G7 0etfiB7com consi+ere+ as t$e 8est firm
D$ic$ satisfie+ its customers more t$an ot$ers D$ie ama9on7com %aine+ $i%$est
voume revenue in 200K7 Q0etfiB aunc$e+ its movie renta service in 1HHH Dit$ t$e
%oa of usin% t$e -L- format an+ t$e Internet to ma*e it easier for .eo.e to fin+ an+
%et movies t$e! Di enJo!Q F0etfiB7com) 2005,0H,2HG7 C$at is ama9in% $ere is t$at
0etfiB7com is not mentione+ in to. 100 e,retaiers in 2002 Fta8e 2G an+ su++en! it
eBcee+s ama9on7com in customer satisfaction in 200K7 T$is s$oDs $oD e,mar*ets are
com.etitive an+ even .ioneer com.anies s$ou+ 8e aDare of neD comers7
12
Ta8e 2 : To. 100 Internet retai com.anies
Source: Ric$ar+ A7 :ein8er%) an+ RaJes$ =a+am an+ &ei%$ Ho*ama) 2002
1K
17172 E,commerce in Iran
In Iran Internet is use+ most! in t$e universities for researc$ .ur.oses) t$e
Internet stations t$rou%$ out t$e cities are use+ for ver! imite+ activities suc$ as
c$ec*in% e,mais an+ ma*in% on% +istance tee.$one cas7 T$erefore t$e .enetration
of e,commerce in Iran is in its ear! sta%es7 T$e .roof for t$is caim is t$e EI(
FDDD7EI(7comG ratin% re.ort t$at in 2000 sa!s: accor+in% to economic) financia
.oicies an+ .oitica strate%ies amon% 60 countries Iran is t$e 5Ht$) 8ase+ on
teecommunication infrastructures Iran $as t$e 56t$ .ace an+ for t$e e,commerce
58t$7 "8vious! E,commerce is somet$in% neD for t$is countr!@ $oDever it?s
eB.ecte+ to %roD stea+i! in t$e near future7
/ein% t$e fooDer in t$is fie+) De s$ou+ utii9e t$e o..ortunities an+ avoi+
t$e ris*s7 /! ana!9in% t$e success stories an+ fin+in% t$eir critica success factors)
an+ aso stu++in% t$e tren+ of on ine retaiers D$ic$ $ave 8een vanis$e+) De Di 8e
in a 8etter .osition to set our .oicies an+ strate%ies7 T$ere are man! researc$es D$ic$
$ave 8een +one in t$e fie+ of onine retaiin% aroun+ t$e Dor+) D$ie man! retaiers
aunc$ t$eir De8sites it is time to ea+ t$em in t$e a..ro.riate Da!7 Aca+emicians
s$ou+ ocai9e t$e forei%ner?s resuts to $e. Iranian firms to reac$ t$e Dor+
stan+ar+s7
Here is some of t$e Iranian onine retaiers: DDD7c+*a+e$7com ) DDD7afta87ir
) DDD7nama8a9ar7net ) DDD7softcit!7ir) DDD7*eta8a*7com) DDD7irane8oo*s7com)
DDD7%oo!a8oo*s7com)
DDD7vasete$7com
DDD7mo$amma+8oo*7com) DDD7Ja$antasvir7com)
DDD7ar!anatas$7com) DDD7es$o.8ui+er7ir) DDD7%$aem78i9) DDD7.ar+a*$t7com)
1717K Customer Satisfaction
To un+erstan+ t$e im.ortance of customer satisfaction) consi+er t$ese facts:
customers Dit$ .ro8ems usua! +on't react an+ on! KI of t$em com.ain@ norma!
a .erson Dit$ .ro8em tes H ot$er .eo.e a8out it@ D$ie satisfie+ customers te 5
ot$er .eo.e a8out t$eir %oo+ eB.eriment@ *ee.in% a current customer costs a8out 153
15
of t$e cost of ac6uirin% a neD customer@ retainin% a current em.o!ee costs one tent$
of $irin% an+ trainin% a neD one7
T$ese facts@ $i%$i%$ts t$e crucia roe of satisf!in% customers D$ic$ 8rin%s
em.o!ee satisfaction@ $ence) t$e .rofit maBimi9ation of t$e com.an!7
T$erefore) or%ani9ations nee+ to un+erstan+ t$at to D$at eBten+ t$eir
customers Dou+ 8e satisf!7 Customer satisfaction in mar*etin% conteBt $as s.ecific
meanin%s: An+ers <ustafsson) Mic$ae -7 ;o$nson) R In%er Roos F2005G 8rou%$t
customer satisfaction +efinition as customer's overa evauation of t$e +ate7 T$is
satisfaction $as .ositive infuences on retainin% customers amon% +ifferent variet! of
services an+ .ro+ucts7 In service 8ase+ enter.rises@ service 6uait! +irect! affects
customer satisfaction7
In%ri+ :ecSi*ovaT) F200KG inter.rete+ satisfaction as a feein% D$ic$ resuts
from a .rocess of evauatin% D$at Das receive+ a%ainst t$at eB.ecte+) t$e .urc$ase
+ecision itsef an+5or t$e fufiment of nee+s5Dant7
Satisfaction refers to ac$ievin% t$e t$in%s De Dant7 If satisfaction inter.rets as
Qnot %oin% Dron%Q t$e firm s$ou+ +ecrease com.aint D$ic$ 8! its oDn is not
sufficient7 In or+er to satisf! customers) com.an! s$ou+ im.rove its services an+
.ro+ucts7 :i%ure 1 iustrates correation 8etDeen customers' eB.ectations an+
customer satisfaction7 Customers Dit$ ess eB.ectation are more satisfie+: com.anies
8! a++in% innovative features Dou+ easi! increase customer satisfaction7 In contrast)
D$en customers are unaDare of im.rovements 8ut critica of osses in eBistin% 6uait!
are ess satisfie+ an+ eB.ect more7
16
:i%ure 1: Correation 8etDeen customers' eB.ectations an+ customer satisfaction
Source: In%ri+ :ecSi*ovaT) 200K
"ne of t$e main in%re+ients of success in t$e mar*et .ace is customer
satisfaction7
.rofita8iit!7
T$erefore) com.anies s$ou+ measure t$eir customers' satisfaction to fortif!
t$eir stren%t$s an+ im.rove t$eir Dea*nesses7
;oc$en Cirt9 F2002G iste+ t$e resuts of customer satisfaction as
fooDs : re.eat .urc$ase@ o!at!@ .ositive Dor+,of,mout$ an+ Increase+ on% term
17175 Service Quait!
A conce.tua mo+e of service 6uait!) t$rou%$ em.irica researc$) +eveo.e+
8! #arasuraman et a7 F1H85G7 T$e mo+e $i%$i%$ts t$e fooDin% five service 6uait!
%a.s:
F1G <a.17 Consumer eB.ectations Omana%ement .erce.tions of consumer
eB.ectations7
F2G <a. 27 Mana%ement .erce.tions of consumer eB.ectations O service
6uait! s.ecifications actua! set7
F2G <a. 27 Service 6uait! s.ecifications O actua service +eiver!7
FKG <a. K7 Actua service +eiver! O eBterna communications a8out service7
F5G T$e fina %a. O <a. 5 O is t$e resut of t$e four ot$er %a.s7 F;7 CoB an+
/7<7 -ae) 2001G
T$e fi%ure 2 s$oDs t$ese 5 %a.s in t$e conce.tua mo+e of service 6uait!7
13
:i%ure 2 : A conce.tua mo+e of service 6uait!
Source: #arasuraman et7 a7 ) 1H85
172 #ro8em -iscussion
At$ou%$ t$e internet c$anne increasin%! $as 8een use+ 8! man! onine
s$o.s@ 8ut man! onine retaiers are s$ut +oDn7 In a com.etitive mar*et .ace
un+erstan+in% customer?s nee+s 8ecome crucia7 T$erefore) com.anies $ave move+
from a .ro+uct,centric to a customer,centric .osition7 Customer retention is +irect!
infuence+ 8! customer satisfaction7 Retention is a maJor c$aen%e .articuar! in
internet 8ase+ services) as customers can easi! sDitc$ from one service .rovi+er to
anot$er at oD cost F=$aifa an+ &iu) 2002G7 Consi+erin% t$e $i%$ costs of ac6uirin%
neD customers an+ t$e a..arent! $i%$ customer turn over of man! onine services) it
is ver! im.ortant to stu+! t$e +eterminants of customer satisfaction FLan Rie)
&iJan+er R ;urriens 2001G7
18
Customer satisfaction is t$e *e! factor +eterminin% $oD successfu t$e
or%ani9ation Di 8e in customer reations$i.s FReic$$e+) 1HH6G) t$erefore it is ver!
im.ortant to measure it7 Tota 6uait! mana%ement FTQMG is 8ase+ on t$e i+ea of
customer satisfaction O a mana%ement a..roac$ of an or%ani9ation centere+ on
6uait!) 8ase+ on t$e .artici.ation of a its mem8ers an+ aimin% at on%,term success
t$rou%$ customer satisfaction an+ 8enefits to a mem8ers of t$e or%ani9ation an+ to
societ! FIS" 8K02G7 T$e ac$ievement of true customer satisfaction invoves:
customer oriente+ cuture@ an or%ani9ation t$at centers on t$e customer@ em.o!ee
em.oDerment@ .rocess oDners$i.@ team 8ui+in%@ an+ #artnerin% Dit$ customers an+
su..iers7
In t$e ot$er Dor+s:
U
U
U
U
U
im.rovement of t$e firm?s re.utation an+ ima%e@
re+uction of customer turnover@ increase+ attention to customer nee+s in TQM
.annin%@
re+uction of mar*etin% costs an+) vice versa) oDer transaction costs@
re+uction of costs reate+ to .ro+uct5service faiures@
an+) ast!) increase+ satisfaction amon% .ersonne an+ %reater sta8iit! of t$e
Dor*force7 F -avi+ M7 S9!mans*) 2000G
T$ere are severa 8enefits for 6uait! to 8e foun+ via mar*et researc$)
.articuar! in measurin% t$e satisfaction eves of current customers) +eterminin%
customer nee+s for .ro+uct +eveo.ment) an+ ana!9in% customer retention an+
o!at!7 To 8etter mana%e customer satisfaction) firms s.en+ miions on effective!
trac*in% t$e met$o+s t$at %uarantee customer satisfaction) 8ecause t$e 6uantitative
measurement of customer satisfaction is a %reat $e. for com.re$ensive! measurin%
t$e effect of .ro+uct 6uait! on customer 8e$avior7
As D$at >In%ri+ :ecSi*ovaT) 200KE iustrates in :i%ure 2@ Customer
satisfaction as +iscusse+ a8ove ea+s to .rofita8iit! an+ service 6uait! is t$e main
factor of it) es.ecia! in onine tra+in%) so it is cear t$at service 6uait! in+irect!
affects t$e sta*e$o+ers? 8enefits7
1H
:i%ure 2: -e.en+ence 8etDeen 6uait!) satisfaction an+ .rofita8iit!
Source: In%ri+ :ecSi*ovaT) 200K
(SA T"-AN F1250K52000G) re.orte+ 20 firms Dit$ ne%ative %ross mar%ina in
1HHH) as ta8e 2 s$oDs a t$ese onine retaiers ost mone!7 T$ese +otcoms Dere
8u88es D$ic$ 8urst in 20007 0oDa+a!s De most! $ear a8out t$e 8enefits of Internet
an+ usua! for%et t$e $armfu osses D$ic$ ma! t$reat our 8usinesses7
Ta8e 2 : T$ese firms ost mone! 8efore .a!in% over$ea+ costs +urin% t$e 1HHH to 2000
Source: (SA T"-AN) 2000,0K,12: DDD7usato+a!7com5mone!5+otcoms5+ot0287$tm
20
:or *ee.in% onine retaiers aive Dit$ o%ica .rofits@ retainin% customers
must 8e t$e foremost aim7 Customer satisfaction) as De +iscusse+ 8efore) $as t$e most
im.ortant effect on customer stic*iness an+ in or+er to narroDin% +oDn De focus on
service 6uait! as one of t$e customer satisfaction?s factors7
172 Researc$ #ro8em an+ Researc$ Question
/ase+ on .ro8em +iscussion our researc$ .ro8em is formuate+ as fooDs:
To un+erstan+ t$e most im.ortant +imensions of service 6uait! t$at affect customer
satisfaction in onine .urc$asin% in Iran7
Researc$ Question
/ase+ on a8ove state+ researc$ .ro8em t$e fooDin% researc$ 6uestion $as
8een +eveo.e+:
Q17 C$at are t$e most im.ortant service 6uait! factors in onine .urc$asin% t$rou%$
Iranian .ers.ectiveM
Q27 -oes environment effect t$e customers? eBce.tions from service 6uait! factorsM
17K -emarcation
Since t$e as.ects of c$osen .ro8em area are man!) t$e researc$er $as trie+ to
narroD +oDn t$e focus7 T$e aim of t$e researc$ is to fin+ t$e most im.ortant service
6uait! +imensions t$at affect customer satisfaction in onine .urc$asin% in Iran7 In
t$e iterature .art) De Di intro+uce t$eories reate+ to service 6uait! an+ satisfaction
in or+er to %ive a cear i+ea a8out t$e s.ecific area to t$e rea+er an+ to eB.ain t$e
.ro.er conteBt of t$e stu+!7
175 -is.osition of t$e t$esis
T$is t$esis is +ivi+e+ into five c$a.ters7 In t$e first c$a.ter t$e 8ac*%roun+ of
t$e seecte+ researc$ area is .resente+ fooDe+ 8! a .ro8em area +iscussion t$at
en+s Dit$ t$e researc$ .ro8em an+ t$e researc$ 6uestion7 In c$a.ter tDo t$eories an+
21
.revieDs stu+ies reate+ to t$e to.ic Di 8e .resente+7 Met$o+oo%! is fu! 8rou%$t
in c$a.ter t$ree D$ic$ Dou+ 8e en+e+ 8! frame of reference t$at s$oDs t$e eBact
roa+ ma. of t$e stu+!7 C$a.ter four .resents t$e +ata D$ic$ is %at$ere+ t$rou%$ t$e
onine surve!7 An+ ast 8ut certain! not east) c$a.ter five is a8out t$e +ata ana!9in%
an+ Di 8e finis$e+ 8! concusion an+ furt$er stu+ies7
22
C$a.ter 2
&iterature revieD
27 &iterature revieD
T$is c$a.ter Di %ive an overvieD of iterature an+ mo+es t$at are reate+ to
t$e researc$ .ro8em .resente+ in t$e .revious c$a.ter7 T$is c$a.ter Di intro+uce
t$e conce.ts of customer satisfaction) service 6uait!) reation 8etDeen customer
satisfaction an+ service 6uait!) tra+itiona service 6uait! +imensions) onine service
6uait! +imensions an+ service 6uait! mo+e of onine retaiin% in or+er to %ive a
cear i+ea a8out t$e researc$ area7
271 Customer Satisfaction
T$ere are tDo .rinci.a inter.retations of satisfaction Dit$in t$e iterature of
satisfaction as a .rocess an+ satisfaction as an outcome F#ar*er an+ Mat$eDs) 2001G7
Ear! conce.ts of satisfaction researc$ $ave t!.ica! +efine+ satisfaction as a .ost
c$oice evauative Ju+%ment concernin% a s.ecific .urc$ase +ecision F"iver) 1H80@
C$urc$i an+ Su.renant) 1HH2@ /ear+en an+ Tee) 1H82@ "iver an+ -eSar8o) 1H88G7
22
T$e most Di+e! acce.te+ mo+e) in D$ic$ satisfaction is a function of
+isconfirmation) D$ic$ in turn is a function of 8ot$ eB.ectations an+ .erformance
F"iver) 1HH3G7 T$e +isconfirmation .ara+i%m in .rocess t$eor! .rovi+es t$e
%roun+in% for t$e vast maJorit! of satisfaction stu+ies an+ encom.asses four
constructs V eB.ectations) .erformance) +isconfirmation an+ satisfaction FCaruana et
a7) 2000G7 T$is mo+e su%%ests t$at t$e effects of eB.ectations are .rimari! t$rou%$
+isconfirmation) 8ut t$e! aso $ave an effect t$rou%$ .erceive+ .erformance) as man!
stu+ies $ave foun+ a +irect effect of .erceive+ .erformance on satisfaction FS.ren%
an+ #a%e) 2001G7 SDan an+ Com8s F1H36G Dere amon% t$e first to ar%ue t$at
satisfaction is associate+ Dit$ .erformance t$at fufis eB.ectations) D$ie
+issatisfaction occurs D$en .erformance fas 8eoD eB.ectations7 In a++ition) #ois9
an+ Lon <rum8*oD F1H88G vieD satisfaction as a +iscre.anc! 8etDeen t$e o8serve+
an+ t$e +esire+7 T$is is consistent Dit$ vaue,.erce.t +is.arit! t$eor! FCest8roo*
an+ Rei!) 1H82G D$ic$ Das +eveo.e+ in res.onse to t$e .ro8em t$at consumers
cou+ 8e satisfie+ 8! as.ects for D$ic$ eB.ectations never eBiste+ FNi) 1HH0G7 T$e
vaue,.erce.t t$eor! vieDs satisfaction as an emotiona res.onse tri%%ere+ 8! a
co%nitive,evauative .rocess F#ar*er an+ Mat$eDs) 2001G7 In ot$er Dor+s) it is t$e
com.arison of t$e WWo8Ject?? to one?s vaues rat$er t$an an eB.ectation7
Customers Dant a meetin% 8etDeen t$eir vaues Fnee+s an+ DantsG an+ t$e
o8Ject of t$eir evauations F#a*er an+ Mat$eDs) 2001G7 More recent!) reneDe+
attention $as 8een focuse+ on t$e nature of satisfaction V emotion) fufiment an+
state F#ar*er an+ Mat$eDs) 2001G7 Conse6uent!) recent iterature a++s to t$is
.ers.ective in tDo Da!s7 :irst) at$ou%$ tra+itiona mo+es im.icit! assume t$at
customer satisfaction is essentia! t$e resut of co%nitive .rocesses) neD conce.tua
+eveo.ments su%%est t$at affective .rocesses ma! aso contri8ute su8stantia! to t$e
eB.anation an+ .re+iction of consumer satisfaction F:orne an+ Cernerfet) 1H83@
Cest8roo*) 1H83@ Cest8roo* an+ "iver) 1HH1G7 Secon+) satisfaction s$ou+ 8e
vieDe+ as a Ju+%ment 8ase+ on t$e cumuative eB.erience ma+e Dit$ a certain .ro+uct
or service rat$er t$an a transaction,s.ecific .$enomenon FCiton an+ 0icosia) 1H86G7
T$ere is %enera a%reement t$at: Satisfaction is a .erson?s feein%s of .easure
or +isa..ointment resutin% from com.arin% a .ro+uct?s .erceive+ .erformance For
outcomeG in reation to $is or $er eB.ectations F=oter) 2002) .7 26G7 /ase+ on t$is
2K
revieD) customer satisfaction is +efine+ as t$e resut of a co%nitive an+ affective
evauation) D$ere some com.arison stan+ar+ is com.are+ to t$e actua! .erceive+
.erformance7 If t$e .erceive+ .erformance is ess t$an eB.ecte+) customers Di 8e
+issatisfie+7 "n t$e ot$er $an+) if t$e .erceive+ .erformance eBcee+s eB.ectations)
customers Di 8e satisfie+7 "t$erDise) if t$e .erceive+ eB.ectations are met Dit$
.erformance) customers are in an in+ifferent or neutra sta%e7
Customer satisfaction is +efine+ as a customer?s overa evauation of t$e
.erformance of an offerin% to +ate7 T$is overa satisfaction $as a stron% .ositive
effect on customer o!at! intentions across a Di+e ran%e of .ro+uct an+ service
cate%ories F<ustafsson) 2005G7
T$e satisfaction Ju+%ment is reate+ to a t$e eB.eriences ma+e Dit$ a certain
8usiness concernin% its %iven .ro+ucts) t$e saes .rocess) an+ t$e after, sae service7
C$et$er t$e customer is satisfie+ after .urc$ase aso +e.en+s on t$e offer?s
.erformance in reation to t$e customer?s eB.ectation7 Customers form t$eir
eB.ectation from .ast 8u!in% eB.erience) frien+s? an+ associates? a+vice) an+
mar*eters? an+ com.etitors? information an+ .romises F=oter) 2000G7
:actors D$ic$ +etermine t$e eBtent of eB.ectations are: customer nee+s) tota
customer vaue an+ tota customer cost7 It is mentione+ 8! researc$ers D$o stu+!
customer c$oice t$at c$oosin% a .ro+uct or service is on! one of t$e sta%es customers
%o t$rou%$7 A .urc$ase +ecision is infuence+ 8! t$e 8u!er?s c$aracteristics7 T$ese
incu+e cutura) socia) .ersona an+ .s!c$oo%ica factors7 In a++ition to t$e 8u!er?s
c$aracteristics) a .urc$ase +ecision is infuence+ 8! t$e 8u!er?s +ecision .rocess7 T$e
t!.ica 8u!in% .rocess +eveo.s t$rou%$ five sta%es: 1 neD reco%nition@
information searc$@ 2 information evauation@
.urc$ase evauation FC$aston) 2001G7
Searc$in% for information is a *e! sta%e of a consumer?s +ecision,ma*in%
.rocess an+ ma! incu+e a searc$ for 8ot$ interna an+ eBterna information7 As t$e
.erceive+ ris* of a .urc$ase +ecision increases) consumers searc$ for more
information in or+er to co.e Dit$ uncertainties a8out t$e .otentia .ositive or ne%ative
conse6uences F ;i$!e #ar*) 2005G7
2
K .urc$ase +ecision@ an+ 5 .ost,
25
At$ou%$ 8u!ers ma! s*i. or reverse some sta%es) 8asica! t$e! .ass
se6uentia! t$rou%$ a five sta%es in 8u!in% a .ro+uct7 Laue refects D$at
customers +o in evauatin%) o8tainin%) usin% an+ +is.osin% of t$e .ro+uct or service7
Laues can 8e +efine+ as .rinci.es or stan+ar+s of an in+ivi+ua as a D$oe7 T$e!
refect an in+ivi+ua Ju+%ment as to D$at is vaua8e or im.ortant in ife7 Customer
+eivere+ vaue is a resut of com.arison of tota customer vaue Dit$ tota customer
cost7
Information a8out t$e o.inion of t$e customer re%ar+in% a .ro+uct or service
is of essentia im.ortance) an+ can 8e o8taine+ in severa Da!s) suc$ as customer
surve!s) .$one intervieDs) an+ customer .ane +iscussions7 It is aso im.ortant to
measure customer orientation continuous!7 FRam.ersa+) 2001G7
C$at t$e com.an! t$in*s its customer Dants Is not necessari! t$e same as
C$at t$e com.an! t$in*s it $as to offer is not necessari! t$e same as C$at t$e
com.an! actua! offers is not necessari! t$e same as HoD t$e customer eB.eriences
t$is is not necessari! t$e same as C$at t$e customer rea! Dants FHu8ert
Ram.ersa+) 2001G7
Mo$ame+ Pairi F2000G +eveo.e+ fi%ure K D$ic$ s$oDs in or+er to $ave a
continuous im.rovement of customer satisfaction t$ere s$ou+ 8e a c!ce D$ic$ starts
Dit$ istenin% to voice of customers t$en ana!9in% t$eir comments) +eveo.in%
actions an+ at t$e en+ im.ementin%7 :i%ure K iustrates t$is c!ce:
26
:i%ure K : Customer satisfaction continues im.rovement
Source: Pairi) 2000
To $ave a t$orou%$ satisfaction first! t$e %oo+ Dor*in% con+ition is nee+e+ to
8rin% satisfie+ em.o!ees D$ic$ ea+s to o!a em.o!ees an+ 8! .re.arin% a t$is)
%oo+ .ro+uction Dou+ 8e fooDe+ D$ic$ infuence+ on Customer satisfaction an+
ma*e t$em o!a an+ as mentione+ 8efore $i%$ .rofit is a8out customer retention7
:i%ure 5 : T$e circe of satisfaction
23
27171 C$at De nee+ to measureM
"r%ani9ations can un+erstan+ t$e satisfaction of t$eir customers t$rou%$ t$e
num8er of .ro8em cas@ t$e num8er of com.aints 8! e,mai) .$one) etc7@ an+5or t$e
num8er of returne+ .ro+ucts FCert$) 2002 XM c$an%e+ sentencesYG7
It is some$oD t$e measurement of customer +issatisfaction Fno satisfactionG
an+ offers a .ossi8iit! for t$e eimination of fas) not a .ossi8iit! for .ro+uct
+eveo.ment an+ .ro+uct innovation7 Com.anies s$ou+ %at$er an+ ana!9e t$e
suita8e +ata) D$ic$ Di .rovi+e reevant information to rea customer satisfaction7 It
is im.ortant to measure t$e ri%$t t$in%s) i7e7 D$at is rea! im.ortant for t$e
customers7 T$ere is t$e .ossi8iit! of Dron% s.ecifications or misinter.retations of
D$at a customer actua! Dants F=e*ae) 2001G Ft$e %a. 8etDeen D$at com.anies
t$in* customers .ro8a8! Dant an+ D$at customers rea! DantG7 Criteria for t$e
measurement of customer satisfaction must 8e +efine+ 8! t$e customer7 Man!
or%ani9ations +etermine t$e criteria for measurement interna!) 8ut AAsu..iers??
rare! $ave an accurate un+erstan+in% of customer .riorities FHi) 1HH6G7 It is a
.ro8em Dit$ measurin% t$e .erformance +imensions t$at are not critica +rivers of
vaue to t$e customers Fvaue in t$e e!e of customers) not in t$e e!e of or%ani9ationsG7
T$e soution for t$is .ro8em) to .rovi+e rea insi%$t into t$e mar*et nee+s) is to fiter
out irreevant information an+ concentrate on t$e feD +imensions t$at rea! matter7
:i%ure 6: T$e #rinci.e of .re,stu+!
:or evauation of information) D$ic$ De Di ac$ieve 8! .re,stu+!) De can use
t$e $isto%ram7 T$e $isto%ram s$a.e s$oDs $oD some 6uestions in t$e 6uestionnaire
Dere un+erstoo+ 8! res.on+ents7 :or eBam.e: no,rectan%uar +istri8ution means
28
misun+erstan+in% a 6uestion) etc7 After a sim.e .re,stu+! t$e com.anies can fin+
su..ort for t$eir assum.tions an+ simutaneous! create a neD) more effective)
6uestionnaire7 If De $ave a set of customer +eman+s an+ eB.ectations De can transate
t$em into tec$nica .ro+uct features 8! usin%) e7%7 t$e Q:- met$o+oo%!7 Ler!
im.ortant aso is +eterminin% t$e s.ecific features) D$ic$ mean a imite+ num8er of
critica measures in or+er to avoi+ information overoa+7 T$ere are various met$o+s
Fvarious a..roac$esG for FtoG t$e measurement of customer satisfaction7
T$e fooDin% fi%ure iustrates some +ifferent *in+ of customer satisfaction
measurement7 F:i%ure 3 an+ :i%ure 8G
:i%ure 3: Customer satisfaction measurement met$o+
:i%ure 8: Measurin% customer satisfaction
Source: In%ri+ :ecSi*ovaT) 200K
Ho an+ Cu F1HHHG i+entifie+ five antece+ents of customer satisfaction to 8e
a..ro.riate for onine s$o..in% on t$e Internet7 T$ese are o%istica su..ort) tec$nica
c$aracteristics) information c$aracteristics) $ome.a%e .resentation an+ .ro+uct
c$aracteristics Fsee fi%ure HG7
2H
&o%istic su..ort
Tec$nica
c$aracteristics
Information
c$aracteristics
Home.a%e
.resentation
#ro+uct
c$aracteristics
Customer Satisfaction
:i%ure H : A Researc$ Mo+e for t$e Antece+ents an+ Customer Satisfaction of C!8er
S$o..in% Store FCSSG
Source: Ho an+ Cu 1HHH
In t$is mo+e t$e! eB.aine+ &o%istica Su..ort means 6uic* res.onse to
customer?s nee+s) .rovi+in% communication c$annes Fi7e7) e,mai or faBG) 6uic*!
+eiverin% %oo+s for customers) an+ .rovi+in% after services7 Tec$noo%! factors
in+icate mo+ern com.uter an+ netDor* faciities an+ De,structure+ information
s!stems7 Information factors means reia8e out.ut information an+ secure transaction7
Home.a%e .resentation incu+es ease to use interface an+ +etai information of %oo+s7
#ro+uct c$aracteristics in+icate variet! of %oo+s an+ oDer .rices for %oo+s FHo an+
Cu 1HHHG7
27172 Tec$ni6ues to measure customer satisfaction
Mar*et researc$ tec$ni6ues to measure customer satisfaction D$ic$ are:
U
U
U
U
customer satisfaction surve! met$o+oo%ies@
focus %rou.s to stu+! customer satisfaction issues@
stan+ar+i9e+ .ac*a%es for monitorin% customer satisfaction@ an+
various com.uter softDare7
20
T$ere are some .ro8ems Dit$ t!.ica customer satisfaction measurement
tec$ni6ues suc$ as focus %rou.s) surve! met$o+oo%ies an+ customer satisfaction
softDare7 T$ese incu+e:
U
U
U
Ana!tica , concerne+ Dit$ tec$ni6ues) forma .roce+ures) s!stems) an+ so
on@
8e$aviora , concerne+ Dit$ t$e attitu+es) 8eiefs) .erce.tions) motivation)
commitment an+ resutin% 8e$avior of t$e .eo.e invove+ in t$e .rocess@ an+
"r%ani9ationa , concerne+ Dit$ t$e or%ani9ationa structure) information
foDs) mana%ement st!e an+ cor.orate cuture) i7e7 t$e conteBt in D$ic$ t$e
.rocess is con+ucte+ F#ierc!) 1HH6G7 FIn%ri+ :ecSi*ovaT) 200KG
27172 Lirtua or%ani9ations an+ customer satisfaction
T$e fast %roDin% Internet tec$noo%! intro+uce+ a neD +i%ita econom! on a
virtua environment7 CoB an+ -ae F2001G +efine t$at: 7 7 7 E,8usiness or e,enter.rise
is t$e term use+ $as s$ifte+ to com.etitiveness aon% Dit$ staff an+ customer
satisfaction in or+er to ac$ieve on%,term success7 Surve!s an+ researc$ carrie+ out 8!
a variet! of sources Ffor eBam.e) Active Me+ia Researc$ &&C) 2000@ #R 0eDsDire)
2000G $ave s$oDn t$at t$e me+ium of t$e Internet an+ t$e +eveo.ment of e,
commerce are .ro%ressin% eBtreme! fast on a %o8a scae7 HoDever) D$ie t$e
Internet acts as a faster an+ ess cost! .atform for consumers an+ 8usinesses it $as
ina+vertent! increase+ t$e im.ortance of customer satisfaction7 Caruso F2000G re.orts
t$at IT an+ 8usiness eBecutives from a in+ustries surve!e+ in t$e Information an+
/usiness Cee* surve! a%ree t$at %eneratin% neD sources of revenue is not t$e main
%oa of +e.o!in% e,8usiness a..ications7 In fact) t$is factor ran*e+ De 8e$in+
creatin% or maintainin% a com.etitive e+%e) im.rovin% customer satisfaction) an+
*ee.in% .ace Dit$ t$e com.etition F-aton) 1HHHG7 Hes*ett et a7 F1HHKG assert t$at t$e
im.ortance of customer satisfaction is to ac$ieve %oo+ financia .erformance in
services in t$e .$!sica Dor+) an+ t$e same can 8e sai+ of e,commerce D$ere a
customer can 8e ost if una8e to access a Ce8 site or if t$e eB.erience .roves
unsatisfactor!7 It is cear t$at e,commerce Di +ramatica! c$an%e t$e Da! 8usiness
o.erates Dit$ ar%e,scae c$an%es re6uirin% a simiar! ar%e,scae focus on t$e nee+s
of t$e customer7 "+! F2000G) em.$asi9e t$at t$e main reasons D$! customers %o onto
t$e Internet are to fin+ information or 8u! a .ro+uct or service Dit$ an em.$asis on
convenience an+ s.ee+7 Piff,-avies F2000G maintains t$at t$e conce.t of t$e Internet
21
$as raise+ customers? sensitivit! to fast customer service7 An overvieD of virtua
or%ani9ations is .resente+ 8! A8oema%e+ an+ Tunca F1HHHG7
:i%ure 10 iustrates t$e customer contact,customer focus matriB for t$e
Internet com.anies7 In :i%ure 10) t$e N,aBis s$oDs t$e eve of customer contact on
t$e Internet com.anies7 T$e 4,aBis) $oDever) s$oDs t$e eve of customer focus7
Customer contact eve of t$e Internet com.anies is $i%$! +e.en+ent on t$e nature of
t$e 8usiness7 C$ie a 8oo*store) for instance) $as a $i%$ customer contact) t$e content
.rovi+ers cou+ $ave reative! oDer customer contact7 Customer focus) on t$e ot$er
$an+) crucia! +e.en+s on strate%ic +ecisions7 T$e $i%$est customer satisfaction can
8e reac$e+) D$ere 8ot$ t$e customer contact an+ t$e customer focus is $i%$7 A
com.an! Dit$ a $i%$ customer contact an+ focus is i*e! to 8e a WWDinner??) D$ie in
a $i%$ to +efine a 8usiness t$at $as a virtua .resence or Ce8 site on t$e Internet
eit$er to .romote 8ran+ aDareness or ena8e,e,commerce7 Customer contact
environment) if t$e customer focus is oD) t$en t$e com.an! is i*e! to 8e a WWoser??7
T$e oser causes t$e $i%$est customer +issatisfaction an+ is ver! i*e! to +isa..ear in
a com.etitive environment7 F0asser Aomaim) Mustafa Pi$ni Tunca) Mo$ame+ Pairi)
2002G
:i%ure 10: Customer contact O customer focus matriB
Source: 0asser Aomaim) Mustafa Pi$ni Tunca) Mo$ame+ Pairi) 2002
22
272 -imensions an+ +eterminants of service 6uait!
<roZnroos F1H8KG) &e$tinen an+ &e$tinen F1H82G an+ C9e.ie et a7 F1H85G
$ave consi+ere+ t$e service 6uait! of t$e service encounter as tDo +ifferent
+imensions) one 8ein% tec$nica or out.ut 6uait! an+ t$e ot$er functiona or .rocess
6uait!7 T$ese +imensions Dere assesse+ accor+in% to attitu+es an+ 8e$avior)
a..earance an+ .ersonait!) service min+e+ness) accessi8iit! an+ a..roac$a8iit! of
customer contact .ersonne7
C9e.ie et a7 F1H85G not on! .in.ointe+ t$e .rocess an+ outcome 6uait!
+imensions 8ut aso i+entifie+ t$ree +ifferent +imensions of t$e service encounter)
+istin%uis$in% 8etDeen customer .erce.tions) .rovi+er c$aracteristics an+ .ro+uction
reaities7 T$e! su%%este+ t$at t$ese covere+ common crucia c$aracteristics in service
+eiver! an+ t$at t$e +eterminants of satisfaction Dere t$erefore simiar in eac$ case7
:or t$e customer .erce.tions an+ .ro+uction reaities) t$e! iste+ eements D$ic$
Dere t$en Ju+%e+ aon% a continuum7 T$e customer .erce.tions incu+e+ .ur.ose)
motivation) resut) saience) cost) reversi8iit!) an+ ris*7 T$e .ro+uction reaities
reate+ more to eements suc$ as tec$noo%!) ocation) content) com.eBit! an+
+uration7 T$ese tDo +imensions can 8e com.are+ to t$e customer?s .erce.tion of a
Ce8 site an+ t$e com.eBit! or s.ee+ of t$e tec$noo%! invove+7 T$e t$ir+
+imension of .rovi+er c$aracteristics reates to t$e eB.ertise) attitu+e an+
+emo%ra.$ic attri8utes of t$e staff7
E+Dar+sson et a7 F1H8HG eB.an+e+ furt$er t$ese tDo t!.es of service 6uait!)
an+ summari9e+ four as.ects of 6uait! D$ic$ affect customers? .erce.tions:
F1G Tec$nica 6uait!@
F2G Inte%rative 6uait!@
F2G :unctiona 6uait!@ an+
FKG "utcome 6uait!7
Tec$nica 6uait! refers to t$e s*is of t$e .ersonne an+ +esi%n of t$e service
s!stem7 In e,commerce) t$ese tDo as.ects are $i++en from vieD an+ are not
eB.erience+ +irect! an+ t$erefore cannot 8e Ju+%e+ 8! t$e customer7 Inte%rative
6uait! is concerne+ Dit$ $oD t$e +ifferent .arts of t$e service +eiver! s!stem Dor*
to%et$er7 T$is is crucia in e,commerce 8ecause t$e customer must $ave a .ositive
22
eB.erience onine an+ if reevant a .ositive eB.erience offine7 :or eBam.e) if a
customer 8u!s a .ro+uct t$rou%$ a com.an!?s Ce8 site) t$en a smoot$ runnin%
s!stem Di correct! transate t$at or+er an+ .a!ment) an+ +eiver t$e .ro+uct as
.romise+7 T$e t$ir+ as.ect is functiona 6uait! D$ic$ means t$e manner in D$ic$ t$e
service is +eivere+7 As for <roZnroos F1H8KG an+ &e$tinen an+ &e$tinen?s F1H82G
+efinition of functiona 6uait!) t$e meanin% is t$e same an+ is reevant to e,
commerce in so far as t$e a!out an+ accessi8iit! of a Ce8 site is concerne+) Dit$out
t$e +irect $uman contact or .$!sica environment7 "utcome 6uait! is D$en t$e actua
service meets t$e .romise+ service an+ t$e customer?s nee+s an+ eB.ectations7 T$is is
true in t$e case of e,commerce Just as muc$ as for 8usinesses in t$e .$!sica Dor+7 If
a customer is +issatisfie+) $e or s$e is uni*e! to visit t$at s$o. or 8u! from t$e Ce8
site a%ain7 T$e i*ei$oo+ of non .urc$ase is %reater on t$e Internet +ue to t$e ease
Dit$ D$ic$ customers can cic* to a com.etitor?s Ce8 site7 Even t$ou%$ t$is t!.e of
researc$ $a+ consi+ere+ t$e matter of customers? .erce.tion of 6uait!) it Das
#arasuraman et a7 F1H85@ 1H88G D$o a++resse+ t$e issue as to $oD t$e customer
ma*es an assessment of service 6uait!7 T$e! came u. Dit$ ten +eterminants t$at can
8e use+ to measure service:
F1G Access Fa..roac$a8iit! an+ ease of contactG@
F2G Communication Finformin% an+ istenin% to customersG@
F2G Com.etence F.ossession of re6uire+ s*is an+ *noDe+%e to .erform t$e
serviceG@
FKG Courtes! F+emeanour an+ attitu+e of contact .ersonneG@
F5G Cre+i8iit! FtrustDort$iness an+ $onest!G@
F6G Reia8iit! Fconsistenc! of .erformance an+ +e.en+a8iit!G@
F3G Res.onsiveness Ftimeiness of service an+ Diin%ness of em.o!eesG@
F8G Securit! Ffree+om from +an%er) ris* or +ou8tG@
FHG Tan%i8es F.$!sica evi+ence of serviceG@ an+
F10G un+erstan+in%5*noDin% t$e customer Fma*in% an effort to un+erstan+ t$e
customer?s nee+sG7
Cre+i8iit! is an assessment t$at can 8e ma+e 8efore usin% a service an+ t$is
$as t$e same 8earin% in e,commerce O %enera!) a customer Di on! ma*e a
transaction in e,commerce after $avin% $a+ some *in+ of recommen+ation from an
eBterna source) D$et$er it 8e t$rou%$ a+vertisin% or 8! Dor+ of mout$7 Securit! is of
critica im.ortance D$en ma*in% transactions onine7 (sua!) t$e Ce8 site Di
in+icate t$at it is a secure Ce8 site so t$at customers can %ive) for eBam.e) cre+it
car+ +etais) Dit$out Dorr!in% a8out ot$er .eo.e accessin% t$is information7 "t$er
2K
+eterminants suc$ as un+erstan+in% t$e customer an+ access are aso reevant to t$e e,
commerce mar*et.ace7 A Ce8 site must 8e avaia8e at a times an+ +oes not $ave
o.enin% an+ cosin% $ours i*e a norma $i%$ street 8an* or s$o.7 To un+erstan+ t$e
customer) a cever Ce8 site $as coo*ies D$ic$ reco%ni9e re.eat customers an+ +o t$is
8! as*in% a neD customer to re%ister some *in+ of user Dor+ i*e an e,mai a++ress
D$ic$ t$e! enter on eac$ occasion t$at t$e! access t$e Ce8 site7 In t$is Da!)
customers can 8e sent information 8! e,mai or offere+ .urc$asin% su%%estions on re,
enterin% a Ce8 site +e.en+in% on D$at t$e! $ave .revious! 8ou%$t7 T$e aim is to
meet t$e customer?s nee+s an+ .rovi+e t$e *in+ of .ersonai9ation t$at a re%uar
customer Dou+ %et from contact .ersonne in a /AM environment7 Communication
is +ifficut on t$e Internet 8ecause t$e interaction 8etDeen t$e Ce8 site an+ t$e
customer is often one Da!) t$e Ce8 site .rovi+in% information to t$e customer7 It is
on! if a Ce8 site offers a tee.$one num8er or e,mai a++ress t$at t$e customer
communicates Dit$ t$e com.an! +irect!) an+ in most cases) e,mai 6ueries receive
stan+ar+ e,mai re.ies t$at ma! not res.on+ +irect! to t$e 6uer!7 In a simiar Da!)
courtes! an+ com.etence can 8e sai+ to 8e amost non,eBistent +urin% t$e Ce8 site
eB.erience7 T$e customer Di %enera! navi%ate a Ce8 site if it is eas! to use 8ut $e
or s$e Di not 8e a8e to Ju+%e D$at t$e .ersonne are i*e 8e$in+ t$is interface or if
t$e! $ave t$e re6uire+ s*is to .erform a service7 It is on! t$rou%$ t$e customer
service o.tion t$at t$is can 8e assesse+ an+ even t$en) an automatic re.! e,mai
messa%e is often +evoi+ of $uman c$aracteristics7
Tan%i8es are for t$e most .art irreevant for measurin% service 6uait! in e,
commerce as t$e customer on! interacts Dit$ t$e Ce8 site7 T$erefore) t$e customer
cannot $ave o.inions a8out t$e .$!sica .ro.erties use+ to +eiver a service7 Most e,
commerce com.anies eit$er $ave t$eir oDn Dare$ouses for fufiin% or+ers for
.ro+ucts to 8e sent out) or ensure su..iers +o t$is +irect!7 T$e activit! ma! ta*e
.ace far aDa! from D$ere t$e customer is sittin% an+ so is not a..ica8e7
Res.onsiveness an+ reia8iit! are) $oDever) a..ica8e 8ecause t$e! reate to D$at
t$e com.an! .romises7 Reia8iit! cou+ 8e Ju+%e+) for eBam.e) 8! t$e correct
.ro+uct 8ein% receive+ 8! t$e customer Dit$in K8 $ours7 T$is is im.ortant for an!
8usiness an+ reates to t$e D$oe interaction 8etDeen t$e interface an+ t$e 8ac*,en+
.rocesses of fufiment7 Res.onsiveness as suc$ is si%$t! more in+iscerni8e)
es.ecia! D$ist +irect! interactin% Dit$ t$e Ce8 site7 If t$e customer $as a .ro8em)
25
t$e customer service o.tion of tee.$one or e,mai is $oD to re.ort t$is an+ it is $ere
t$at t$e com.an!?s a8iit! to res.on+ De an+ at a reasona8e s.ee+ is Ju+%e+7 T$is is
aso reevant if fufiment is .art of t$e service an+ t$e customer $as to sen+ 8ac* an
item or it is ate arrivin%7
#arasuraman et a7 F1H88) 1H88G su8se6uent! re+uce+ t$ese ten +eterminants
to five) t$e fooDin% first t$ree 8ein% t$e ori%ina ones an+ t$e ot$er seven ori%ina
ones cate%ori9e+ into FKG an+ F5G: F1G Tan%i8es@ F2G Reia8iit!@ an+ F2G
Res.onsiveness@ FKG Assurance F*noDe+%e an+ courtes! of em.o!eesG@ an+ F5G
Em.at$! Fcarin%) in+ivi+uai9e+ attention t$e firm .rovi+es its customersG7
T$ese five +eterminants Dere use+ in t$eir SERLQ(A& measurement
instrument F1H888G7 ;o$nston et a7 F1HH0G carrie+ out simiar researc$ usin% em.irica
+ata in ten (= service or%ani9ations D$ic$ resute+ in 12 +eterminants) some of
D$ic$ Dere simiar to t$e ten +eterminants of #arasuraman et a7 F1H85G: F1G Access@
F2G A..earance5aest$etics@ F2G Avaia8iit!@ FKG Ceaniness5ti+iness@ F5G Comfort@ F6G
Communication@ F3G Com.etence@ F8G Courtes!@ FHG :rien+iness@ F10G Reia8iit!@ F11G
Res.onsiveness@ an+ F12G Securit!7
:our out of t$e five neD +eterminants) a..earance) ceaniness) comfort an+
frien+iness) refer to service +eiver! Dit$in a .$!sica sense an+ are t$erefore not
reevant to t$e Internet eB.erience7 T$e fift$ neD +eterminant) avaia8iit!) is ver!
reevant 8ecause it can refer to t$e avaia8iit! of a Ce8 site) Just as muc$ as to t$e
avaia8iit! of D$at service or .ro+uct t$e e,8usiness is offerin% an+ D$et$er customer
service contacts can $e.7 T$e em.irica researc$ carrie+ out 8! ;o$nston et a7 F1HH0G
Das on! on mana%ement .erce.tions of service an+ not from t$e customers?
.ers.ective@ t$erefore ;o$nston an+ Sivestro F1HH0G carrie+ out furt$er researc$
ta*in% account of t$e atter an+ a++e+ five more +eterminants: F1G
Attentiveness5$e.funess@ F2G Care@ F2G Commitment@ FKG :unctionait!@ an+ F5G
Inte%rit!7
T$e first t$ree a%ain refer to t$e staff .erformin% t$e service an+ are t$erefore
unsuite+ for use as service 6uait! measures over t$e Internet7 HoDever) functionait!)
D$ic$ $ere means servicea8iit! an+ fitness for .ur.ose) an+ inte%rit! can 8e Ju+%e+
8! a customer 8ecause t$e! refer +irect! to t$e Ce8 site7
26
;o$nston F1HH5G a++e+ anot$er +eterminant) feBi8iit!) after carr!in% out
furt$er researc$ on t$ese 13 +eterminants in retai 8an*in%7 T$is Das use+ to +escri8e
AAa Diin%ness an+ a8iit! on t$e .art of t$e service Dor*er to amen+ or ater t$e
nature of t$e service or .ro+uct to meet t$e nee+s of t$e customer?? F;o$nston) 1HH5G7
In an e,commerce transaction) t$ere is itte feBi8iit! 8ecause D$at an e,8usiness
offers can 8e customi9e+ to a certain +e%ree 8ut not c$an%e+ +urin% t$e course of t$e
service +eiver!7
<roZ nroos F1HH0G $as aso un+erta*en furt$er researc$ into t$e +eterminants
of service 6uait! 8ase+ on $is earier mo+e7 He offere+ siB criteria of %oo+ .erceive+
service 6uait!: F1G #rofessionaism an+ s*is@ F2G Attitu+es an+ 8e$avior@ F2G
Accessi8iit! an+ feBi8iit!@ FKG Reia8iit! an+ trustDort$iness@ F5G Re.utation an+
cre+i8iit!@ an+ F6G Recover!7
T$e first five of t$ese are simiar to t$e five +eterminants of #arasuraman et a7
F1H88G an+ t$erefore merit e6uivaent ar%uments .ut forDar+ a8ove) D$en a..ie+ to
t$e Dor+ of e,commerce7 T$e siBt$ +eterminant) recover!) $as 8ecome an im.ortant
factor in service 6uait!7 &eDis F1HHHG notes t$at effective service recover! can
en$ance customer o!at! an+ .rovo*e increase+ .ositive Dor+,of,mout$
communication7 &oo*in% at t$is in terms of a Ce8 site) service faiure Di most i*e!
8e +ue to t$e s!stem cras$in% an+ cou+ 8e cause+ 8! t$e com.an! or customer7 If
t$ere is a consistent .ro8em accessin% t$e Ce8 site or D$ie usin% it) t$en a customer
s$ou+ com.ain 8ut t$e! are more i*e! to cic* to anot$er com.etitor?s Ce8 site
rat$er t$an s.en+ time com.ainin% an+ t$erefore service recover! 8ecomes
immateria7 HoDever) if t$ere is a .ro8em Dit$ 8iin% or fufiment) recover! +oes
8ecome an issue Fi7e7 to re.ace a +ama%e+ .ro+uct or an incorrect! +eivere+
.ro+uctG7
27271 Conce.tuai9ation of e,services
Customer .erceive+ service 6uait! $as 8een t$eoretica! re.resente+ as
consistin% of tDo +imensions7 /err! an+ #arasuraman F1HH1G +istin%uis$ a .rocess
an+ an outcome +imension) D$ereas <ro[nroos F1HH0G ma*es a +istinction 8etDeen
functiona an+ tec$nica 6uait!7 T$e .rocess or functiona 6uait! refers to WW$oD??
t$e service is +eivere+) D$ie t$e outcome or tec$nica 6uait! refers to WWD$at??
23
customers receive) t$e 8enefits of usin% t$e service7 <ro[nroos et a7 F2000G .ro.ose
t$at for services offere+ on t$e Internet t$e tra+itiona service conce.t) consistin% of
t$e core service) faciitatin% an+ su..ortin% services) nee+s to 8e eBten+e+ Dit$ a
fourt$ factor) t$e user interface7 As note+ 8! <ro[nroos et a7 F2000G) it is often
+ifficut to +ifferentiate 8etDeen faciitatin% an+ su..ortin% services7 A term t$at $as
8een coine+ to more %enera! +enote services t$at are not .art of t$e core service is
su..ementar! services FAn+erson an+ 0arus) 1HH5G7 :aciitatin% an+ su..ortin%
services are 8ot$ cose! connecte+ Dit$ t$e core service7 :or an onine 8oo*seer
faciitatin% services cou+ 8e searc$ faciities) an invoice arc$ive an+ secure .a!ment
met$o+s7 /oo* revieDs an+ .ersona recommen+ations cou+ 8e inter.rete+ as
su..ortin% services7 In a++ition) in+e.en+ent) t$ou%$ reate+ .ro+ucts t$at are neit$er
faciitatin% nor su..ortin% t$e core service can 8e offere+ t$rou%$ t$e .orta site7 In
t$e case of a me+ica .orta) De cou+ t$in* of sef,containe+ .ro+ucts) suc$ as
s.eciai9e+ financia services) insurances) a trave a%enc!) an o.tion to .urc$ase
me+icine onine) etc7
S9!mans*i an+ Hise Dou+ su%%est .reservin% t$e a+Jective
WWcom.ementar!?? for t$ose .ro+ucts) in or+er to +istin%uis$ t$em from
su..ementar! services7 C$ereas su..ementar! services $ave t$e .otentia to a++
vaue to t$e core service) com.ementar! services are sef,containe+ .ro+ucts t$at +o
not a++ vaue to t$e core service) 8ut $ave t$e .otentia to a++ vaue to t$e .orta in its
entiret!7 :ina!) t$e functionait!) outoo*) o%ic an+ usa8iit! of t$e site constitute
t$e user interface7 Core) su..ortin% an+ com.ementar! services can 8e inter.rete+ as
WWD$at?? customers receive7 T$e user interface an+) at east to a certain eBtent) t$e
faciitatin% services +escri8e WW$oD?? t$e service is +eivere+ to customers7
Su..ementar! services are use+ to +ifferentiate t$e service from simiar com.etin%
offerin%s an+ to a++ vaue to customers FAn+erson an+ 0arus) 1HH5@ <ro[nroos et a7)
2000G7
HoDever) An+erson an+ 0arus F1HH5G o8serve t$at com.anies often misuse
t$em 8! not investi%atin% D$ic$ su..ementar! services customers actua! nee+ an+
vaue7 T$e aut$ors su%%est t$at WWcustomers are un+erstan+a8! $a..ier D$en t$e! are
offere+ services for free?? FAn+erson an+ 0arus) 1HH5) .7 33G7 HoDever) D$en
su..ementar! services are not customi9e+ to t$e tar%ete+ customer se%ment 8ut
28
offere+ in+iscriminate! an+ un.rofita8! to ever!one) t$eir a++e+ vaue can 8e
imite+) 8ot$ to consumers an+ to t$e firm7 An+erson an+ 0arus a++resse+ inter,firm
services) 8ut t$eir o8servations seem to a..! to .rivate customers as De FPeit$am
et a7) 2000G7 /ecause of t$e $i%$ costs invove+ in t$e u.*ee. an+ +eveo.ment of
su..ementar! services) it seems es.ecia! im.ortant for com.anies to fin+ out
D$et$er t$e! are .ositive! vaue+ 8! customers an+ $oD t$e! affect satisfaction an+
e,o!at!7
A com.onents of t$e e,service offer are eB.ecte+ to infuence overa
satisfaction Dit$ a .orta site offerin%) if customers .erceive t$em to 8e su.erior to
t$eir eB.ectations) com.are+ to com.etitors? e,offerin%s or simiar services of t$e
WW8ric*,an+,mortar?? *in+7 It seems i*e! t$at t$e a++e+ vaue of a com.ementar!
service) as +efine+ a8ove) Di +e.en+ not on! on its in+ivi+ua 6uait!) 8ut aso on
t$e +e%ree of fit Dit$ t$e core service offerin%7
27272 E,service 6uait!
(sin% onine tra+in% sites can 8e +escri8e+ as a com.eB .rocess t$at can 8e
+ivi+e+ into su8,.rocesses) suc$ as retrievin% or eBc$an%in% information an+ artices)
or or+erin% 8oo*s7 Eac$ of t$e four service com.onents cou+ 8e +escri8e+ in terms of
.rocess an+ outcome) an+ cou+ aso 8e ana!9e+ into su8,+imensions an+ 6uait!
+eterminants7 :or eBam.e) customers ma! 8e satisfie+ Dit$ t$e res.onsiveness an+
user,frien+iness of a searc$ en%ine 8ut +issatisfie+ Dit$ t$e reia8iit! of t$e searc$
outcome7 It is assume+ t$at t$e un5successfu .rocess or outcome of an interaction
infuences customers? overa satisfaction Dit$ t$e Ce8 site7 HoDever) most i*e! t$e
customer Di not evauate eac$ su8,.rocess in +etai +urin% a sin%e visit to a Ce8
site) 8ut Di .erceive t$e service as an overa .rocess an+ outcome) uness one of t$e
service eements stan+s out as es.ecia! .ositive or ne%ative7 T$e same a..ies to a
series of interactions Dit$in a customer e,service reations$i.7 In a stu+! of critica
inci+ents Dit$ SST) Meuter et a7 F2000G foun+ t$at .ositive inci+ents Dere rare an+
t$at +issatisf!in% inci+ents Dere often cause+ 8! .rocess faiure) suc$ as ost or+ers7
T$e .rocess an+ outcome +imensions of an e,service can t$us 8e +ivi+e+ into
more s.ecific service 6uait! +imensions7 T$e 8est,*noDn evauation +imensions are
2H
t$e five .ro.ose+ in t$e SERLQ(A& mo+e F#arasuraman et a7)1H88G: tan%i8iit!)
res.onsiveness) reia8iit!) assurance an+ em.at$!7
#arasuraman an+ <reDa F2000) .7 131G su%%est t$at researc$ is nee+e+ on
D$et$er WWt$e +efinitions an+ reative im.ortance of t$e five service 6uait!
+imensions c$an%e D$en customers interact Dit$ tec$noo%! rat$er t$an Dit$ service
.ersonne??7 Since t$e +imensions Dere +eveo.e+ from) an+ for) inter.ersona
encounters) in our o.inion t$e content +escri.tion an+ scae items Dou+ $ave to 8e
reformuate+ 8efore t$e! can 8e meanin%fu! use+ in an e,service conteBt7 :or
eBam.e) tan%i8iit! cou+ 8e re.ace+ Dit$ t$e user interface7 Res.onsiveness cou+
refer to t$e com.an!?s res.onses to customers? re6uests an+ t$e s.ee+ of or+er
confirmation7 Reia8iit! cou+ reate to t$e on time +eiver! of or+ere+ %oo+s)
accurate su..! of information an+ error freeness of in*s7 Assurance cou+ refer to
t$e safet! of on,ine transactions an+ t$e .oic! for usin% .ersona information 8! t$e
com.an!7 Assurance refers to a %enera trustDort$iness) D$ic$ $as 8een consi+ere+
one of t$e most im.ortant +rivers of e,service satisfaction F#etersen) 2001@ (r8an et
a7) 2000@ Cin%fie+ an+ Rose) 2001G7 :ina!) em.at$! cou+ 8e inter.rete+ as t$e
+e%ree of customi9ation of communications an+ t$e service .rovi+er?s aDareness of
customers? .ersona nee+s7
Evauation an+ reevance of t$ese +imensions ma! var! for +ifferent e,
services an+ cou+ even var! 8etDeen features7 :or eBam.e) customers eB.ect $i%$
res.onsiveness from a searc$ en%ine 8ut ma! toerate soDer financia transactions if
t$e! ea+ to increase+ securit! FassuranceG7 To D$at eBtent t$e five +imensions
actua! ca.ture customer .erce.tions of e,service 6uait! an+ D$ic$ tra+e,offs mi%$t
eBist remains to 8e s$oDn7 T$e five +imensions Dere not teste+ s!stematica! in t$e
foca stu+!7 Consumer evauations of services can 8e im.acte+ 8! t$e c$oice of a
com.arison stan+ar+ FCa+otte et a7) 1H83@ Peit$am et a7) 1HH2G7 Meuter et a7 F2000G
foun+ t$at satisf!in% inci+ents of SST Dere most often reate+ to a com.arison Dit$
tra+itiona or ot$er SST services) an+ S9!mans*i an+ Hise F2000G foun+ t$at
convenience in com.arison Dit$ tra+itiona stores Das an im.ortant +eterminant of
overa satisfaction7 T$us) customers a..ear to use eB.erience,8ase+ norms FCa+otte
et a7) 1H83G an+ tra+itiona services as com.arison stan+ar+s for SSTs an+ e,services7
HoDever) e,service eB.ectations seem to 8e of ess im.ortance as a com.arison
K0
stan+ar+ FPeit$am et a7) 2000G Em.irica stu+ies $ave +emonstrate+ t$at consumer
8enefits of usin% SST incu+e convenience FMeuter et a7) 2000@ Reic$$e+ an+
Sc$efter) 2000@ S9!mans*i an+ Hise) 2000@ Peit$am et a7) 2000G) savin% time an+
mone! FMeuter et a7) 2000G) avoi+in% inter.ersona interaction F-a8$o*ar) 1HH6@
Meuter et a7) 2000G) an+ 8ein% in contro F-a8$o*ar) 1HH6@ Peit$am et a7) 2000G7
:eatures of t$e user interface) suc$ as site +esi%n FS9!mans*i an+ Hise) 2000G an+
ease of use F-a8$o*ar) 1HH6@ Meuter et a7) 2000@ Peit$am et a7) 2000G) affect
service 6uait! .erce.tion an+ satisfaction7 HoDever) Meuter et a7 F2000G foun+ t$at
tec$noo%! Das on! mentione+ in t$e conteBt of +issatisf!in% inci+ents7 Simiar!)
financia securit! an+ ot$er assurance as.ects ma! aso affect e,satisfaction on! in
t$e case of .ro8ems FS9!mans*i an+ Hise) 2000@ Peit$am et a7) 2000G7 \
:i%ure 11 : T$e e,service offerin%
Source: S9!mans*i an+ Hise) 2000@ Peit$am et a7) 2000
272 Measurin% eectronic Service Quait!
Measurement of service 6uait! +eiver! t$rou%$ Ce8 sites is in its ear!
sta%es7 T$e overD$emin% maJorit! of measurement scaes $ave 8een +eveo.e+ in
K1
8usiness) eit$er 8! in+ivi+ua com.anies or consutin% firms t$at se t$e scaes to
8usinesses7 Man! of t$ese measures are a+ $oc an+ $ave not 8een vai+ate+)
.otentia! ea+in% to .oor mana%eria +ecisions7 Aca+emic researc$ers are startin% to
Dor* in t$is area) 8ut no com.re$ensive scae $as 8een .u8is$e+ t$at ca.tures t$e
+imensions an+ attri8utes in a ri%orous an+ .s!c$ometrica! soun+ Da!7 T$is ea+s to
confusion D$en mana%er are tr!in% to im.rove eectronic service) for service
com.onents must 8e fu! un+erstoo+ from t$e customer?s .oint of vieD to im.rove
.erce.tions7 T$e scaes an+ measures +eveo.e+ 8! consutin% firms an+ 8usinesses
+iffer in t$eir +imensions an+ attri8utes) an+ most aca+emic Dor* $as focuse+ on a
imite+ set of varia8es rat$er t$an a fu vieD of eectronic service 6uait! F Laarie A7
Peit$am) 2002G7
T$e +imensions of e,service 6uait! #arsu) Arvin+ an+ Laerie Peit$ma $ave
focuse+ on conce.tuai9in% an+ measurin% e,SQ) an+ .articuar! in +eterminin% t$e
+imensions of t$e construct7 T$e! use+ a t$ree,sta%e .rocess invovin% eB.orator!
focus %rou.s fooDe+ 8! tDo .$ases of em.irica +ata coection an+ ana!sis7 T$eir
researc$ in+icates t$at e,SQ $as seven +imensions t$at form tDo scaes: a core e,SQ
scae an+ a recover! scae7 :our +imensions O efficienc!) reia8iit!) fufiment) an+
.rivac! O form t$e core e,SQ scae t$at can 8e use+ to measure customer .erce.tions
of service 6uait!7 T$ese +imensions an+ t$eir +efinitions are: F1G Efficienc! refers to
t$e a8iit! of t$e customers to %et to t$e Ce8 site) fin+ t$eir +esire+ .ro+uct an+
information associate+ Dit$ it an+ c$ec* out Dit$ minima effort7 F2G :ufiment
incor.orates accurac! of service .romises) $avin% .ro+ucts in stoc* an+ +eiverin% t$e
.ro+ucts in t$e .romise+ time7 F2G Reia8iit! is associate+ Dit$ t$e tec$nica
functionin% of t$e site) .articuar! t$e eBtent to D$ic$ it is avaia8e an+ functionin%
.ro.er!7 FKG T$e .rivac! +imension incu+es assurance t$at s$o..in% 8e$avior +ata
are not s$are+ an+ t$at cre+it car+ information is secure7
T$e! ca t$is t$e core e,SQ scae 8ecause t$ese are t$e main +imensions t$at
consumers Dant in s$o..in% on t$e Internet7 Most consumers use t$e Ce8 for its
s$o..in% faciitation) an+ +o not eB.ect t$e .ersona interaction an+ Darmt$ t$at t$e!
eB.ect from tra+itiona service firms7
T$e! foun+) $oDever) t$at t$ree ot$er +imensions 8ecome saient D$en onine
customers run into .ro8ems O res.onsiveness) com.ensation an+ contact7 T$e!
K2
conce.tuai9e+ t$ese +imensions as constitutin% e,SQ recover!7 T$e recover!,SQ
scae incu+es t$e ??.ersona service?? as.ects:
F1G Res.onsiveness measures t$e a8iit! of a com.an! to .rovi+e a..ro.riate
information to customers D$en a .ro8em occurs) $ave mec$anisms for
$an+in% returns an+ .rovi+in% onine %uarantees7
F2G Com.ensation is t$e +imension t$at invoves receivin% mone! 8ac*) return
s$i..in% an+ $an+in%7
F2G Contact .oints to t$e nee+ of customers to 8e a8e to s.ea* to a ive customer
service a%ent onine or t$rou%$ t$e .$one O re6uirin% seamess muti.e
c$anne ca.a8iities on t$e .art of e,taiers7
K2
C$a.ter 2
Researc$ Met$o+oo%!
27 Met$o+oo%!
T$is c$a.ter Di .resent +etaie+ i+ea a8out t$e researc$ Di 8e con+ucte+7
T$is incu+es t$e .ur.ose of t$e researc$) researc$ a..roac$) researc$ strate%!)
sam.e seection met$o+s) +ata coection met$o+s an+ +ata ana!sis met$o+s7 At t$e
en+ of t$is met$o+oo%! .art vai+it! an+ reia8iit! issues Di 8e +iscusse+ to fooD
t$e 6uait! stan+ar+s of t$e researc$7 T$en frame of reference D$ic$ 8rin%s a
t$orou%$ roa+ ma. of stu+! is .rovi+e+ neBt7
271 Researc$ #ur.ose
Ear! in an! researc$ stu+!) one faces t$e tas* of seectin% t$e s.ecific +esi%n
to use7 A num8er of +ifferent +esi%n a..roac$es eBist 8ut) unfortunate!) no sim.e
KK
cassification s!stem +efines a t$e various t$at must 8e consi+ere+ FCoo.er R
Sc$in+er) 2002G7
Researc$ can 8e cassifie+ in terms of t$eir .ur.ose7 Accor+in%!) Saun+ers)
&eDis R T$orn$i F2002G mentione+ t$at t$e! are most often cassifie+ eB.orator!)
+escri.tive or eB.anator! D$ie Coo.er an+ Sc$in+er F2002G cate%ori9e+ in
+escri.tive an+ causa7 T$is Da! t$e essentia +ifference 8etDeen +escri.tive an+
causa stu+ies ies in t$eir o8Jectives7 If t$e researc$ is concerne+ Dit$ fin+in% out
D$o) D$at) D$ere) D$en) or $oD muc$) t$en t$e stu+! is +escri.tive7 In a causa
stu+!) De tr! to eB.ain reations$i.s amon% varia8es7
EB.orator! researc$ is usefu D$en t$e researc$ 6uestions are va%ue or D$en
t$ere is itte t$eor! avaia8e to %ui+e .re+ictions7 At times) researc$ ma! fin+ it
im.ossi8e to formuate a 8asic statement of t$e researc$ .ro8em7 EB.orator!
researc$ is use+ to +eveo. a 8etter un+erstan+in% FHair) /a8in) Mone! R Samoe
2002G7 EB.orator! stu+ies are a vaua8e means of fin+in% out D$at is $a..enin%) to
see* neD insi%$t) to as* 6uestions an+ to assess .$enomena in a neD i%$t7 It is
.articuar! usefu if researc$er Dis$ to carif! t$e un+erstan+in% of a .ro8em7 T$ere
are t$ree .rinci.e Da!s of con+uctin% eB.orator! researc$: a searc$ of t$e iterature)
ta*in% to eB.erts in t$e su8Ject) con+uctin% focus %rou. intervieDs FSaun+ers) &eDis
R T$orn$i 2002G
In contrast to eB.orator! stu+ies more formai9e+ stu+ies are t!.ica!
structures Dit$ cear! state+ $!.ot$eses or investi%ative 6uestions7 :orma stu+ies
serve a variet! of researc$ o8Jectives:
,
,
,
-escri.tions of .$enomena or c$aracteristics associate+ Dit$ su8Ject
.o.uation Ft$e D$o) D$at) D$en) D$ere) an+ $oD of a to.icG 7
Estimates of t$e .ro.ortions of a .o.uation t$at $ave t$ese c$aracteristics7
-iscover! of associations amon% +ifferent varia8es FCoo.er R Sc$in+er)
2002G7
<enera! t$in%s are +escri8e+ 8! .rovi+in% measure of an event or activit!7
:or eBam.e) D$ic$ 8ran+s are most .referre+M C$at a+vertisements are most
effectiveM T$ese are t$e 6uestions t$at can 8e ansDere+ 8! +escri.tive researc$7
-escri.tive researc$ +esi%ns are usua! structure+ an+ s.ecifica! +esi%ne+ to
K5
measure t$e c$aracteristics +escri8e+ in a researc$ 6uestion7 H!.ot$eses) +erive+
from t$e t$eor!) usua! serve to %ui+e t$e .rocess an+ .rovi+e a ist of D$at nee+s to
e measure+ FHair) /a8in) Mone! R Samoue 2002G7 T$e o8Ject of +escri.tive researc$
is to .ortra! an accurate .rofie of .ersons) events of situations7 It is necessar! to $ave
a cear .icture of t$e .$enomena on D$ic$ researc$er Dis$ to coect +ata .rior to t$e
coection of t$e +ata FSaun+rers) &eDis R T$orn$i 2002G7
Stu+ies t$at esta8is$ causa reations$i.s 8etDeen varia8es ma! 8e terme+
eB.anator! stu+ies7 T$e em.$asis $ere is on stu+!in% a situation or a .ro8em in
or+er to eB.ain t$e reations$i. 8etDeen varia8es FSaun+ers) &eDis R t$orn$i
2002G7 EB.anator! stu+ies are +esi%ne+ to test D$et$er one event causes anot$er
FHair) /a8in) Mone! R Samoue 2002G7
T$e .ur.ose of t$e researc$ is +escri.tive7 T$e +ata $as 8een coecte+ t$rou%$
6uestionnaire) is aime+ to un+erstan+ t$e most im.ortant factors of service 6uait!7
272 Researc$ A..roac$
T$e *noDe+%e caims) t$e strate%ies an+ t$e met$o+ a contri8ute to a
researc$ a..roac$ t$at ten+s to 8e more 6uantitative) 6uaitative or miBe+ FCresDe
2002G7
27271 Quantitative A..roac$
Quantitative a..roac$ is one in D$ic$ t$e investi%ator .rimari! uses .ost
.ositivist caims for +eveo.in% *noDe+%e Fi7e7 cause an+ effect t$in*in%) re+uction
to s.ecific varia8es an+ $!.ot$eses an+ 6uestions) use of instrument an+ o8servation)
an+ t$e test of t$eoriesG) em.o!s strate%ies of in6uir! suc$ as eB.eriments an+
surve!s an+ coects +ata on .re+etermine+ instruments t$at !ie+ statistica +ata
FCresDe 2002G7
Quantitative researc$ is fre6uent! referre+ to as $!.ot$esis,testin% researc$7
C$aracteristica!) stu+ies 8e%in Dit$ statements of t$eor! from D$ic$ researc$
K6
$!.ot$eses are +erive+7 T$en an eB.erimenta +esi%n is esta8is$e+ in D$ic$ t$e
varia8es in 6uestion Ft$e +e.en+ent varia8esG are measure+ D$ie controin% for t$e
effects of seecte+ in+e.en+ent varia8es7 Su8Ject incu+e+ in t$e stu+! are seecte+ at
ran+om is +esira8e to re+uce error an+ to cance 8ias7 T$e sam.e of su8Jects is
+raDn to refect t$e .o.uation F0eDman R /en9 1HH8G7
T$e .roce+ures are +e+uctive in nature) contri8utin% to t$e scientific
*noDe+%e 8ase 8! t$eor! testin%7 T$is is t$e nature of 6uantitative met$o+oo%!7
/ecause true eB.erimenta +esi%ns re6uire ti%$t! controe+ con+itions) t$e ric$ness
an+ +e.t$ of measurin% for .artici.ant ma! 8e sacrifice+7 As a vai+it! concern) t$is
ma! 8e a imitation of 6uantitative +esi%ns F0eDman R /en9 1HH8G
27272 Quaitative A..roac$
Quaitative researc$ is muti met$o+ in focus) invovin% an inter.retive)
naturaistic a..roac$ to its su8Ject matter7 T$is means t$at 6uaitative researc$ers
stu+! t$in%s in t$eir natura settin%s) attem.tin% to ma*e sense of) or inter.ret)
.$enomena in terms of t$e meanin%s .eo.e 8rin% to t$em F0eDman R /en9 1HH8G7
Quaitative a..roac$ is one in D$ic$ t$e in6uirer often ma*es *noDe+%e
caims 8ase+ .rimari! on constructivists .ers.ectives Fi7e7) t$e muti.e meanin% of
in+ivi+ua eB.eriences) meanin% socia! an+ $istorica! constructe+) Dit$ an intent
of +eveo.in% a t$eor! or .atternG or a+vocac!5.artici.ator! .ers.ectives Fi7e7)
.oitica) issue,oriente+) coa8orative or c$an%e oriente+G or 8ot$7 It aso uses
strate%ies of in6uir! suc$ as narratives) .$enomenoo%!) et$no%ra.$!) %roun+e+
t$eor! stu+ies or case stu+ies7 T$e researc$er coects o.en,en+e+) emer%in% +ata Dit$
t$e .rimar! intent of +eveo.in% t$emes from t$e +ata FCresDe 2002G7
Since t$e .ur.ose is to un+erstan+ t$e most im.ortant +imensions of service
6uait! from t$e Iranian customers? .ers.ective) 6uantitative researc$ is foun+ to 8e
more a..ro.riate for t$is stu+!7
K3
272 Researc$ strate%!
Researc$ strate%! Di 8e a %enera .an of $oD researc$er Di %o a8out
ansDerin% t$e researc$ 6uestions t$at $as 8een set 8! researc$er7 It Di contain cear
o8Jectives) +erive+ from researc$ 6uestions s.ecif! t$e sources from D$ic$ researc$er
inten+ to coect +ata an+ consi+er t$e constraints t$at researc$er Di inevita8! $ave
suc$ as access to +ata) time) ocation an+ mone!) et$ica issues FT$orn$i et7 a7)
2002G7
/ase+ on t$e con+itions 1G form of researc$ 6uestion 2G re6uires contro over
8e$aviora events an+ 2G focus on contem.orar! events five researc$ strate%ies Dere
i+entifie+ in socia science7 T$ese are O eB.eriments) surve!s) arc$iva ana!sis)
$istories an+ case stu+ies Fsee ta8e KG7
Ta8e K: researc$ strate%ies
Strate%!
EB.eriment
Surve!
Arc$iva ana!sis
Histor!
Case stu+!
Source: Nin ) 1HHK) .76
:orm of researc$ Re6uires contro :ocuseson
6uestionover8e$aviora contem.orar!
eventsMeventsM
HoD) D$!NesNes
C$o) D$at) D$ere)0oNes
$oD man!) $oD
muc$
C$o) D$at) D$ere)0"Nes50o
$oD man!) $oD
muc$
HoD) D$!0o0o
HoD) D$!0oNes
Most im.ortant con+ition for seectin% researc$ strate%! is to i+entif! t$e t!.e
of researc$ 6uestion 8ein% as*e+7 >C$oE) >C$atE) >C$ereE) >HoDE an+ >C$!E are
t$e cate%ori9ation sc$eme for t$e t!.es of researc$ 6uestions7 TDo .ossi8iities nee+
to investi%ate 8! as*in% t$e >C$atE 6uestion7 :irst) some t!.es of D$at 6uestions are
Justifia8e for con+uctin% an eB.orator! stu+! an+ t$e %oa is to +eveo. .ertinent
$!.ot$eses an+ .ro.ositions for furt$er in6uir!7 An! of t$e five researc$ strate%ies
can 8e use+ in t$at situation, eB.orator! surve!) eB.orator! eB.eriment) or an
eB.orator! case stu+!7 T$e secon+ t!.e of D$at 6uestion is actua! form a >$oD
man!E or >$oD muc$E ine of in6uir! an+ t$e outcomes from a .articuar situation7
K8
T$e surve! or arc$iva ana!sis is more favora8e t$an ot$er strate%ies7 If t$e
researc$er nee+s to *noD t$e >$oDE 6uestion) t$e 8etter strate%! Di 8e +oin% $istor!
or a case stu+!7
Since 6uestion in t$is stu+! is 8ase+ on >D$atE 6uestion an+ t$is D$at 6uestion
is actua! form a >$oD man!E an+ investi%ator $as no contro over t$e actua
8e$aviora events) Surve! is foun+ to 8e a more a..ro.riate a..roac$ in or+er to %ain
a 8etter un+erstan+in% of t$e researc$ area7 Surve! is more a..ro.riate for
6uantitative stu+!7
27271 Surve!
T$e surve! strate%! is .o.uar an+ common strate%! in 8usiness researc$ t$at
is usua! associate+ Dit$ t$e +e+uctive a..roac$7 Surve! aoDs t$e coection of
ar%e amount of +ata from a si9ea8e .o.uation in a $i%$! economica Da!7
Questionnaire) structure+ o8servation an+ structures intervieDs are often fas into t$is
strate%! FT$orn$i et7 a7) 2002G7 In t$is stu+! a surve! $as 8een +one7
27272 #iot test
A .iot test is con+ucte+ to +etect Dea*nesses in +esi%n an+ instrumentation
an+ to .rovi+e .roB! +ata for seection of a .ro8a8iit! sam.e7 It s$ou+) t$erefore)
+raD su8Jects from t$e tar%et .o.uation an+ simuate t$e .roce+ures an+ .rotocos
t$at $ave 8een +esi%nate+ for +ata coection FCoo.er an+ Sc$in+er) 2002G
27K Sam.e Seection
T$e 8asic i+ea of sam.in% is t$at 8! seectin% some of t$e eements in a
.o.uation) researc$er ma! +raD concusions a8out t$e entire .o.uation7 T$ere are
severa com.ein% reasons for sam.in%) incu+in%: oDer cost) %reater accurac! of
resut) %reater s.ee+ of +ata coection an+ avaia8iit! of .o.uation seection FCoo.er
R Sc$in+er 2002G7
KH
Seectin% t$e sam.in% Met$o+
Seection of t$e sam.in% met$o+ to use in a stu+! +e.en+s on a num8er of
reate+ t$eoretica an+ .ractica issues7 T$ese incu+e consi+erin% t$e nature of t$e
stu+!) t$e o8Jectives of t$e stu+! an+ t$e time an+ 8u+%et avaia8e7 Tra+itiona
sam.in% met$o+ can 8e +ivi+e+ into tDo cate%ories: .ro8a8iit! an+ non, .ro8a8iit!
sam.in% FSamue et7 a7) 2002G7
#ro8a8iit! sam.in% is most common! associate+ Dit$ surve!,8ase+ researc$
D$ere researc$er nee+s to ma*e inferences from t$e sam.e a8out a .o.uation to
ansDer t$e researc$ 6uestions or to meet researc$ o8Jectives FSaun+ers et7 a7) 2002G7
In .ro8a8iit! sam.in%) sam.in% eements are seecte+ ran+om! an+ t$e .ro8a8iit!
of 8ein% seecte+ is +etermine+ a$ea+ of time 8! t$e researc$er7 If +one .ro.er!)
.ro8a8iit! sam.in% ensures t$at t$e sam.e is re.resentative FHair et7 a7) 2002G
0on,.ro8a8iit! sam.in% .rovi+es a ran%e of aternative tec$ni6ues 8ase+ on
researc$er su8Jective Ju+%ment FSaun+ers et7 a7) 2002G7 In non,.ro8a8iit! sam.in%
t$e seection of eements for t$e sam.e is not necessari! ma+e Dit$ t$e aim of 8ein%
statistica! re.resentative of t$e .o.uation7 Rat$er t$e researc$er uses t$e su8Jective
met$o+s suc$ as .ersona eB.erience) convenience) eB.ert Ju+%ment an+ so on to
seect t$e eements in t$e sam.e7 As a resut t$e .ro8a8iit! of an! eement of t$e
.o.uation 8ein% c$osen is not *noDn FSamue et7 a7 2002G7
Accor+in% to Samue et7 a7) 2002 most non,.ro8a8iit! sam.in% met$o+s are:
Convenience sam.in%
Convenience sam.in% invoves seect sam.e mem8ers D$o can .rovi+e
re6uire+ information an+ D$o are more avaia8e to .artici.ate in t$e stu+!7
Convenience sam.es ena8e t$e researc$er to com.ete a ar%e num8er of intervieDs
50
cost effective! an+ 6uic*! 8ut t$e! suffer from seection 8ias 8ecause of +ifference
of tar%et .o.uation FHair et7 a7) 2002G7
;u+%ment sam.in%
Researc$er?s Ju+%ment is use+ to seect sam.e eement an+ it invoves for a
s.ecific .ur.ose7 <rou. of .eo.e D$o $ave *noDe+%e a8out .articuar .ro8em t$e!
can 8e seecte+ as sam.e eement7 Sometimes it referre+ as a .ur.osive sam.e
8ecause it invoves a s.ecific .ur.ose7 ;u+%ment sam.in% is more convenience an+
oD cost invovement7 FHair et7 a7) 2002G
Quota sam.in%
"8Jective of 6uota sam.in% is to $ave .ro.ortiona re.resentation of t$e strata
of t$e tar%et .o.uation for t$e tota sam.e an+ t$e certain c$aracteristics +escri8e t$e
+imensions of t$e .o.uation FCoo.er R Sc$in+er 2002G7 In 6uota sam.in% t$e
researc$er +efines t$e strata of t$e tar%et .o.uation) +etermines t$e tota si9e an+ set
a 6uota for t$e sam.e eements from eac$ stratum7 T$e fin+in%s from t$e sam.in%
cannot 8e %enerai9e+ 8ecause of t$e c$oice of eements is not +one usin% a
.ro8a8iit! sam.in% met$o+s FSamoue et7 a7 2002G7
#ur.ose of t$is researc$ is to cassif! t$e service 6uait! +imensions in onine
s$o..in% from t$e Iranian s$o..ers7 :or t$e stu+! sam.e $as 8een seecte+ from t$e
coo87com mem8ers@ 8ecause t$is %rou. $as more eB.erience of e,commerce an+
onine s$o..in% t$an t$e rest of .eo.e in Iran7 Sam.e Das seecte+ 8! usin%
Ju+%ment 8ecause some criteria Dere fooDe+ +urin% t$e sam.e seection:
Sam.e s$ou+ 8e more famiiar Dit$ usin% Internet@
Sam.e s$ou+ $ave eB.erience of usin% "nine .urc$asin%@
51
T$e 6uestionnaire Das +ivi+e+ into t$ree .arts in or+er to et res.on+ers more
time to concentrate on eac$ 6uestion7
275 -ata Coection
T$ere are tDo maJor a..roac$es to %at$erin% information a8out a situation)
.erson) .ro8em or .$enomenon7 Sometimes) information re6uire+ is area+!
avaia8e an+ on! nee+ to 8e eBtracte+7 HoDever t$ere are times D$en t$e
information must 8e coecte+7 /ase+ u.on t$ese 8roa+ a..roac$es to information
%at$erin% +ata are cate%ori9e+ as: Secon+ar! +ata an+ #rimar! +ata7 Secon+ar! +ata
are coecte+ from secon+ar! sources suc$ as %ovt7 .u8ications) .ersona recor+s)
census FRanJit =umar 1HH6G an+ .rimar! +ata are coecte+ t$rou%$: o8servation)
intervieDs an+5or 6uestionnaires FHair et7 a7) 2002G7 Accor+in% to CresDe F2002G
+ata coection .roce+ure in 6uaitative researc$ invove four 8asic t!.es:
"8servations) IntervieDs) +ocuments an+ au+io,visua materias7
In t$is stu+! 6uantitative surve! is use+ as +ata coection met$o+7 Since t$e
aim of t$e stu+! is cassif!in% service 6uait! +imensions in onine .urc$asin% from
t$e customers? .oint of vieD) t$e main focus t$us is customer7 A 6uestionnaire Das
.re.are+ to %et i+ea a8out t$e customer?s eB.eriences in onine s$o..in%7 T$e
6uestionnaire +ivi+e+ into t$ree .arts an+ .u8is$e+ on DDD7coo87com@ D$ic$ is an
Iranian onine cu87 A8out 500 .ersons out of 6000 users re.ie+7 A surve! is a
.roce+ure use+ to coect .rimar! +ata from in+ivi+uas7 T$e +ata sou%$t can ran%e
from 8eiefs) o.inions) attitu+es an+ ifest!es to %enera 8ac*%roun+ information on
in+ivi+uas suc$ as %en+er) a%e) e+ucation an+ income as De as com.an!
c$aracteristics i*e revenue an+ num8er of em.o!ees7 Surve!s are use+ D$en t$e
researc$ invoves coectin% information from a ar%e sam.e of in+ivi+uas FSamue
et7 a7) 2002G7
T$e 6uestionnaire Das +eveo.e+ 8ase+ on researc$ 6uestion an+ frame of
reference7 T$e o%ica structure of 6uestionnaire fooDe+ t$e or+er of service 6uait!
+imension in t$e frame of reference7 :or un+erstan+in% t$e im.ortance an+
52
satisfaction of eac$ service 6uait! +imension a 5,scae Das use+ F1]ver! unsatisfie+)
2] neutra) 5] ver! satisfie+G7
"nce came u. Dit$ t$e first +raft of 6uestionnaire) ten 6uestionnaires Dere
$an+e+ out to t$e stu+ents of TM( an+ t$e! Dere as*e+ D$et$er t$e 6uestions ma+e
sense to t$em an+ Dere t$e! eas! to un+erstan+7 After refinin% 6uestions) t$e De,
im.rove+ 6uestionnaire Das +eveo.e+7
276 -ata Ana!sis
After coectin% a t$e +ata t$e .rocess of ana!sis 8e%ins7 To summari9e an+
rearran%e t$e +ata severa interreate+ .roce+ure are .erforme+ +urin% t$e +ata
ana!sis sta%e FPi*mun+ 2000G7
:or 6uantitative +ata ana!sis) statistica toos of Microsoft eBce an+ S#SS are
use+ for +ata in.ut an+ ana!sis7 T$e statistics resuts Dere .resente+ 8! %ra.$ica
form Dit$ +etai +escri.tion7
273 Lai+it! an+ Reia8iit!
In or+er to re+ucin% t$e .ossi8iit! of %ettin% t$e ansDer Dron%) attention nee+
to 8e .ai+ to tDo .articuar on researc$ +esi%n: reia8iit! an+ vai+it! F Saun+ers et7
a7) 2002G7
27371 Lai+it!
Lai+it! is concerne+ Dit$ D$et$er t$e fin+in%s are rea! a8out D$at t$e!
a..ear to 8e a8out FSaun+ers et7 a7) 2002G7 Lai+it! +efine+ as t$e eBtent to D$ic$
+ata coection met$o+ or met$o+s accurate! measure D$at t$e! Dere inten+e+ to
measure FSaun+ers et7 a7) 2002G7 Coo.er R Sc$in+er F2002G 8eieve t$at vai+it!
refers to t$e eBtent to D$ic$ a test measures D$at De actua! Dis$ to measure7 T$ere
are tDo maJor forms: eBterna an+ interna vai+it!7 T$e eBterna vai+it! of researc$
fin+in%s refers to t$e +ata?s a8iit! to 8e %enerai9e+ across .ersons) settin%s) an+
52
times7 Interna vai+it! is t$e a8iit! of a researc$ instrument to measure D$at is
.ur.ose+ to measure FCoo.er R Sc$in+er) 2002G7
0um8ers of +ifferent ste.s Dere ta*en to ensure t$e vai+it! of t$e stu+!:
U
U
U
U
-ata Das coecte+ from t$e reia8e sources) from res.on+ents D$o are more
eB.erience+ to usin% onine s$o..in%@
Surve! 6uestion Dere ma+e 8ase+ on iterature revieD an+ frame of reference
to ensure t$e vai+it! of t$e resut@
Questionnaire $as 8een .re,teste+ 8! t$e res.on+e+ 8efore startin% t$e surve!7
Questionnaire Das teste+ 8! at east ten .ersons@
-ata $as 8een coecte+ t$rou%$ tDo Dee*s) Dit$in t$is s$ort .erio+ of time no
maJor event $as 8een c$an%e+ Dit$ t$e reate+ to.ic7
27372 Reia8iit!
Accor+in% to Saun+ers et7 a7) 2002) reia8iit! refers to t$e +e%ree to D$ic$
+ata coection met$o+ or met$o+s Di !ie+ consistent fin+in%s) simiar o8servations
Dou+ 8e ma+e or concusions reac$e+ 8! ot$er researc$ers or t$ere is trans.arenc! in
$oD sense Das ma+e from t$e raD +ata7 Coo.er R Sc$in+er F2002G $ave +efine+
reia8iit! as man! t$in%s to man! .eo.e) 8ut in most conteBts t$e notion of
con82sistenc! emer%es7 A measure is reia8e to t$e +e%ree t$at it su..ies consistent
resuts7 Reia8iit! is a necessar! contri8utor to vai+it! 8ut is not a sufficient
con+ition for vai+it!7
Reia8iit! can 8e asse+ 8! t$e fooDin% 6uestions FEaster8!,Smit$ et a7)
2002: .752G:
F1G Ci t$e measures !ie+ t$e same resuts on ot$er occasionsM
F2G Ci simiar o8servation 8e reac$e+ 8! ot$er o8serversM
F2G Is t$ere trans.arenc! in $oD sense Das ma+e from t$e raD +ataM
S#SS softDare offers >Reia8iit! Ana!sis StatisticsE: Reia8iit! ana!sis
aoDs !ou to stu+! t$e .ro.erties of measurement scaes an+ t$e items t$at ma*e
t$em u.7 T$e Reia8iit! Ana!sis .roce+ure cacuates a num8er of common! use+
measures of scae reia8iit! an+ aso .rovi+es information a8out t$e reations$i.s
8etDeen in+ivi+ua items in t$e scae7 Intracass correation coefficients can 8e use+ to
com.ute interrater reia8iit! estimates7
5K
Statistics: -escri.tive for eac$ varia8e an+ for t$e scae) summar! statistics
across items) inter,item correations an+ covariances) reia8iit! estimates) A0"LA
ta8e) intracass correation coefficients) Hotein%'s T2) an+ Tu*e!'s test of a++itivit!7
Mo+es7 T$e fooDin% mo+es of reia8iit! are avaia8e:
U
U
U
U
U
A.$a FCron8ac$G7 T$is is a mo+e of interna consistenc!) 8ase+ on t$e
avera%e inter,item correation7
S.it,$af7 T$is mo+e s.its t$e scae into tDo .arts an+ eBamines t$e
correation 8etDeen t$e .arts7
<uttman7 T$is mo+e com.utes <uttman's oDer 8oun+s for true reia8iit!7
#arae7 T$is mo+e assumes t$at a items $ave e6ua variances an+ e6ua
error variances across re.ications7
Strict .arae7 T$is mo+e ma*es t$e assum.tions of t$e .arae mo+e an+
aso assumes e6ua means across items7
0um8ers of +ifferent ste.s Dere ta*en to ensure t$e reia8iit! of t$e stu+!:
U
U
Questionnaire Das +ivi+e+ into t$ree .arts in or+er t$at res.on+ers cou+
concentrate more on eac$ 6uestion@
T$e t$eories t$at $ave 8een seecte+ for t$e stu+! Das cear! +escri8e+ an+
researc$ 6uestion $as 8een formuate+ 8ase+ on t$e .revious t$eor!7 -ata $as
8een coecte+ 8ase+ on t$e frame of reference t$at Das +raDn from t$e
+iscusse+ t$eories7 T$e o8Jective is to ma*e sure t$at if anot$er investi%ator
Di fooD t$e same .roce+ures an+ use+ t$e same 6uestionnaires o8Jects) t$e
same concusions Dou+ 8e ma+e7
A.$a Cron8ac$ test $as aso 8een ta*en for t$e 50 items Fservice 6uait!
factorsG an+ as ta8e K s$oDs t$e resut Das 07H60 D$ic$ is more t$an 78 an+
confirme+ t$e reia8iit! of t$e 6uestions7
U
Ta8e 5:Reia8iit! Statistics
Cron8ac$'s
A.$a
7H60
0 of Items
50
278 :rame of reference
T$is .art Di .rovi+e t$e conce.tua frameDor* 8ase+ on iterature revieD7 T$is
section Di eB.ain t$e *e! factors) varia8es an+ reations$i.s amon% t$eories or
mo+es an+ .rovi+e t$eoretica overvieD7 T$e conce.tuai9ation $e.s to ansDer t$e
stu+!?s researc$ 6uestion7 T$is conce.tua frameDor* Di aso %ui+e t$e +ata
coection of t$is stu+!7
Main .ur.ose of t$is stu+! is to ran* service 6uait! +imensions from Iranian
onine s$o..ers? .ers.ective7 /ase+ on t$e o8Jectives of t$e stu+! t$e researc$
55
6uestion focus on D$at are t$e most im.ortant service 6uait! +imensions D$ic$
affect customers? satisfaction in onine .urc$asin% in Iran7
27871 Customer Satisfaction an+ Service Quait!
Service 6uait! an+ customer satisfaction are inar%ua8! t$e tDo core conce.ts
t$at are at t$e cruB of t$e mar*etin% t$eor! an+ .ractice FS.ren% an+ Mac*o!) 1HH6G7
In to+a!?s Dor+ of intense com.etition) t$e *e! to sustaina8e com.etitive a+vanta%e
ies in +eiverin% $i%$ 6uait! service t$at Di in turn resut in satisfie+ customers
FS$emDe et a7) 1HH8G7 T$e .rominence of t$ese tDo conce.ts is furt$er manifeste+
8! t$e cornuco.ia of t$eoretica an+ em.irica stu+ies on t$e to.ic t$at $ave emanate+
over t$e .ast feD !ears7 T$erefore) t$ere is not even an iota of +ou8t concernin% t$e
im.ortance of service 6uait! an+ customer satisfaction as t$e utimate %oas of
service .rovi+ers7 F<7S7 Sures$c$an+ar) C$an+rase*$aran RaJen+ran R707
Anant$araman) 2002G
A 8asic a%reement emanatin% from t$e Di+e ran%e of iterature on service
6uait! an+ customer satisfaction is t$at service 6uait! an+ customer satisfaction are
conce.tua! +istinct 8ut cose! reate+ constructs F#arasuraman et a7) 1HHK@
-a8$o*ar) 1HH5@ S$emDe et a7) 1HH8G7
27872 -ifferent toos for measurin% "nine Service Quait!
/ase+ on iterature revieD I?m ta*in% t$e onine service 6uait! +imensions
i+entifie+ 8! +ifferent aut$ors@ to un+erstan+ t$e most im.ortant +imensions from t$e
Iranian onine customers7 -ifferent toos for measurin% Service Quait! are fooDe+:
2787271 SERLQ(A&
/! t$e use of SERLQ(A& scae it is .ossi8e to com.are customers?
eB.ectations an+ t$eir .erce.tions of actua .erformance F#arasuraman an+ Peit$am)
1HH0G7 T$is scae $as 8een +eveo.e+ for t$e service sector an+ $as five %eneric
+imensions or factors: F1G Tan%i8es: #$!sica faciities) e6ui.ment an+ a..earance of
.ersonne@ F2G Reia8iit!: A8iit! to .erform t$e .romise+ service +e.en+a8! an+
accurate!@ F2G Res.onsiveness: Ciin%ness to $e. customers an+ .rovi+e .rom.t
service@ FKG Assurance Fincu+in% com.etence) courtes!) cre+i8iit! an+ securit!G:
=noDe+%e an+ courtes! of em.o!ees an+ t$eir a8iit! to ins.ire trust an+
56
confi+ence@ F5G Em.at$! Fincu+in% access) communication) un+erstan+in% t$e
customerG: Carin% an+ in+ivi+uai9e+ attention t$at t$e firm .rovi+es its customers7
2787272 Ce8Q(A&
Ce8Q(A& F/arnes et a) 2001G is an on,ine 6uestionnaire D$ic$ is a..ie+ to
assess customer?s .erce.tions of t$e 6uait! of Ce8 sites7 T$e 6uestionnaire is
com.ete+ 8! customers an+ t$e 6uaitative customer assessments are converte+ into
6uantitative metrics t$at are usefu for mana%ement +ecision,ma*in%7 Ce8Q(A&
aoDs com.arisons to 8e ma+e 8etDeen E,Commerce environments in t$e same
+omain) or for t$e same E,Commerce environment over time7 Ce8Q(A& $as 8een
iterative! +eveo.e+ t$rou%$ its a..ication to a num8er of +omains) from universit!
Ce8 sites) t$rou%$ to auction sites) 8oo* store Ce8 sites) an+ even Cireess
A..ication #rotoco FCA#G sites on mo8ie .$ones7 "ne of t$e maJor infuences in
its +eveo.ment $as 8een t$e communications t$eor! an+) t$erefore) Ce8Q(A& is
.articuar! suite+ for assessin% t$e information 6uait! of information,intensive E,
Commerce environments7 T$e Ce8Q(A& instrument is 8ein% iterative! refine+ 8!
a..!in% an+ a+a.tin% it to a variet! of E,Commerce +omains7
2787272 E,SERLQ(A&
E,SERLQ(A& FPeit$am et a) 2002G is a conce.tua mo+e of service 6uait!
for E,Taiin% environments7 It is 8ase+ on t$e tra+itiona Foff,ineG service 6uait!
frameDor* cae+ SERLQ(A& F#arasuraman) et a7 1HHKG an+ $as 8een +erive+ from
an eB.orator! researc$ invovin% focus %rou.s an+ tDo .$ases of em.irica +ata
coection an+ ana!sis7 T$is .rocess .ro+uce+ seven service 6uait! c$aracteristics:
efficienc!) reia8iit!) fufiment) .rivac!) res.onsiveness) com.ensation) an+
contact7 T$ese c$aracteristics re.resent t$e criteria customers use to evauate on,ine
services7 :or eBam.e t$e c$aracteristic res.onsiveness $as t$e criteria: a8iit! to %et
ansDers to 6uestions) 6uic* +eiver! an+ u.+ates on status of or+er7 E,SERLQ(A&
can 8e use+ as a frameDor* 8! mar*etin% mana%ers to assess t$e service 6uait! of E,
Taiin% environments7
53
278727K E,SEQ(A&
E,SEQ(A& F-aDson et a7) 2002G) is a service 6uait! frameDor* t$at is
em.irica! %roun+e+ an+ inte%rates e,CRM an+ HCI strate%ies for t$e effective
+esi%n an+ +eveo.ment of E,Taiin% environments7 E,SEQ(A& can .rovi+e
%ui+ance to E,/usinesses re%ar+in% inte%ration of front, an+ 8ac*,en+ 8usiness
.rocesses) an+ across +ifferent customer touc$ .oints suc$ as .$one) faB) e,mai) an+
so on7 It can 8e a..ie+ as an evauation instrument to %ui+e Ce8 +esi%ners)
mar*etin% .rofessionas) +eveo.ers an+ usa8iit! .rofessionas to come u. Dit$
re6uirements for inte%ratin% customers? eB.ectations of service 6uait!) vaue an+
usa8iit! into t$e +esi%n of E,Taiin% environments7
2787275 E,S,Q(A&
E,S,Q(A& F#arasuraman)A7) Peit$am) Laarie A) Ma$otra) Arvin+@ 2005G is
for measurin% t$e service 6uait! +eivere+ 8! Ce8 sites on D$ic$ customers s$o.
onine7 TDo sta%es of em.irica +ata coection reveae+ t$at tDo +ifferent scaes Dere
necessar! for ca.turin% eectronic service 6uait!7 T$e 8asic E,S,Q(A& scae
+eveo.e+ is a 22,item scae of four +imensions: efficienc!) fufiment) s!stem
avaia8iit!) an+ .rivac!7 T$e secon+ scae) E,RecS,Q(A&) is saient on! to
customers D$o $a+ non,routine encounters Dit$ t$e sites an+ contains ii items in t$ree
+imensions: res.onsiveness) com.ensation) an+ contact7 /ot$ scaes +emonstrate
%oo+ .s!c$ometric .ro.erties 8ase+ on fin+in%s from a variet! of reia8iit! an+
vai+it! tests an+ 8ui+ on t$e researc$ con+ucte+ on t$e to.ic7
27872 Conce.tua :rameDor*
/ase+ on t$e narroD +oDn sco.e of iterature revieD a8ove) t$e reations$i.
8etDeen service 6uait! an+ customer satisfaction can 8e s$oDn in fi%ure 127 T$e five
Service 6uait! +imensions $ave 8een seecte+ from t$e SERLQ(A&7 In t$e
SERLQ(A& instrument) 50 statements measure t$e .erformance across t$ese five
+imensions7 :or eac$ statement) t$e eB.ectation an+ t$e eB.erience of a customer are
+etermine+7 T$ere is some criticism on t$e on%,term sta8iit! of t$e resuts of t$e
SERLQ(A& scae F&am an+ Coo) 1HH3G an+ on t$e %enera a..ica8iit! of t$e five
+imensions F/utte) 1HH6@ Cros8! an+ &eMa!) 1HH8G7 At$ou%$ aternative mo+es
$ave 8een .ro.ose+ for t$e measurement of service 6uait!) t$e SERLQ(A& scae
58
$as 8een Di+e! use+ 8! aca+emics an+ .ractitioners to measure service 6uait!7
T$erefore) t$is mo+e $as 8een use+ as a .oint of reference in t$is T$esis7
Tan%i8es
Reia8iit!
Service Quait!
-imensions
FSERLQ(A&G
Res.onsiveness
Customer
Satisfaction in
"nine
#urc$asin%
Assurance
Em.at$!
:i%ure 12: Reations$i. 8etDeen service 6uait! an+ customer satisfaction 8ase+ on SERLQ(A&
2787K SERLQ(A& +imensions in reation to onine #urc$asin%
Tan%i8es
EBam.es of t$e tan%i8es factor are >$as u.,to,+ate e6ui.mentE) >.$!sica
faciities are visua! a..eain%E an+ >materias are visua! a..eain%E7 T$ese as.ects
mi%$t 8e even more im.ortant in e,8usiness as t$ere is no face,to,face contact
8etDeen t$e customer an+ an em.o!ee7 T$e visua as.ects of t$e e6ui.ment Fi7e7 t$e
Ce8 siteG are t$e on! visua contact 8etDeen a customer an+ an or%ani9ation7
T$erefore) t$e nee+ to $ave De functionin% an+ %oo+,oo*in% Ce8 sites is
.aramount7 T$ere are a %reat num8er of customers D$o a8an+on t$eir s$o..in% carts
on t$e Internet 8ecause t$e! %et frustrate+ Dit$ t$e tec$noo%! or t$e +esi%n an+ a!
out of t$e Ce8 site interface FHa%er an+ Eiot) 2001G7
T$e visua as.ects of Ce8 sites are aso Ju+%e+ +ifferent! 8! t$e .eo.e of
+ifferent a%e7 C$ie !oun% .eo.e ma! 8e attracte+ 8! fas$! %ra.$ics) soun+s an+ a
5H
$i%$,s.ee+ interface) o+er .eo.e +o not Dant 8in*in% teBts t$at are $ar+ to rea+ or
animations t$at +istract from t$e use of t$e Ce8 site FHoutman) 2002G7 At$ou%$ a
num8er of Ce8 sites offer users t$e o..ortunit! to customi9e t$e Ce8 site to t$eir
nee+s) t$is customi9ation .rocess is most! aime+ at t$e content of t$e Ce8 site an+
not at t$e %ra.$ics) animations an+ soun+s7
Reia8iit!
Some of t$e as.ects in t$e reia8iit! factor $ave to +o Dit$ >+oin% D$at is
.romise+E an+ >+oin% it at t$e .romise+ timeE7 At$ou%$ man! or%ani9ations seem to
t$in* t$at t$e maJor reason D$! customers s$o. via t$e Internet is 8ecause of t$e oD
.rices) t$is +oes not aDa!s nee+ to 8e t$e case7 Some or%ani9ations foun+ out t$e
$ar+ Da! t$at t$ere are aso a ot of customers s$o..in% via t$e Internet 8ecause of
convenience consi+erations FRisee! an+ Sc$e$r) 2000G7 If customers cannot trust an
or%ani9ation to +o D$at t$e! as*) t$ose customers Di 8e +issatisfie+7 #rice ine) for
eBam.e) ran into 8i% .ro8ems 8! t$e en+ of 2000 8ecause of its focus on t$e oDest
.rices7 #eo.e cou+ 8u! a .ane tic*et at a ver! oD .rice) 8ut 8ecause of .ossi8e
inconvenient f!in% times t$ere Das a 8i% ris* for customers7 T$is resute+ in
+issatisfie+,customers D$o Dere $a..! to tra+e off #rice ine?s +iscounts for t$e
convenience of a com.etitor FRisee! an+ Sc$e$r) 2000G7
Res.onsiveness
"ne of t$e as.ects in t$e res.onsiveness factor is >%ives .rom.t serviceE7 T$e
amount of time it ta*es to +oDnoa+ a Ce8 .a%e a..ears to 8e of %reat im.ortance to
t$e users of t$e Internet7 Researc$ in 1HHH foun+ t$at feDer t$an 10 .ercent of users
eave a Ce8 site if .a%e res.onse time is *e.t 8eoD 3 s7 HoDever) D$en it rises
a8ove 8 s) 20 .ercent of users eave7 C$en +ea!s eBcee+ 12 s) a sta%%erin% 30 .ercent
of users eave a Ce8 site FCoB an+ -ae) 2001) 2002G7 It can 8e assume+ t$at .eo.e
eB.ect Ce8 sites to 8e even 6uic*er t$an in 1HHH 8ecause of t$e tec$noo%ica
a+vances7 T$us) it is ver! im.ortant for or%ani9ations to $ave a Ce8 site t$at is 6uic*)
8ut on t$e ot$er $an+ users eB.ect Ce8 sites to 8e visua! a..eain%7 As t$e num8er
an+ si9e of animations) .ictures an+ soun+s increase to ma*e a Ce8 .a%e more
visua! a..eain%) t$e time it ta*es to +oDnoa+ t$at Ce8 .a%e Di aso increase)
60
D$ic$ is Ju+%e+ ne%ative! 8! users7 Hence) t$ere is a tra+e,off 8etDeen t$e oo*s of a
Ce8 site an+ t$e s.ee+ of t$at site7 "r%ani9ations Di $ave to tr! to fin+ t$e ri%$t
8aance 8etDeen %oo+ oo*s an+ s.ee+7 T$e tra+e,off 8etDeen oo*s an+ s.ee+ is
com.icate+ 8! com.anies? +eman+ t$at t$eir Ce8 sites conve! t$e cor.orate ima%e
FMannin% et a7) 1HH8G7 T$e +esi%n +e.artment of a com.an! Dants Ce8 .a%es to 8e
easi! reco%ni9a8e as 8eon%in% to t$at com.an!7 In t$eir vieD) Ce8 .a%es $ave to
+is.a! com.an! an+ .ro+uct o%os as De as ot$er %ra.$ics t$at un+erscore t$e
cor.orate i+entit!7 T$ese %ra.$ics a++ to t$e overa si9e of Ce8 .a%es an+ t$ere8!
increase t$e +oDnoa+ time for Internet users7 It is 6uestiona8e D$et$er users are
Diin% to acce.t soDer .a%es in return for more o%os an+ %ra.$ics t$at +o not
im.rove t$e functionait! of t$e Ce8 site Fat$ou%$ t$e! mi%$t im.rove t$e visua
a..eaG7
Assurance
"ne of t$e as.ects in t$e assurance factor is >*noDe+%e to ansDer 6uestionsE7
Customers eB.ect to fin+ ever!t$in% t$e! Dant on a Ce8 site7 In a 8ric*s an+ mortar
store) .eo.e fee comforta8e Dit$ a imite+ inventor!7 "n t$e Internet) .eo.e are not
satisfie+ if t$e! cannot fin+ ever!t$in% t$e! Dant7 Ce8 s$o.s nee+ to $ave %reat +e.t$
of inventor! an+ ric$ an+ reevant .ro+uct information F-a!a et a7) 2002G7 TDo ot$er
as.ects in t$e assurance factor are >em.o!ees can 8e truste+E an+ >fee safe in !our
transactions Dit$ em.o!eesE7 :irst) t$ere is t$e ris* for users to s$are .ersona
information Dit$ an or%ani9ation t$e! +o not *noD7 Researc$ on t$is to.ic FStatistica
Researc$ Inc7) 2001G s$oDs t$at at east 50 .ercent of users are ver! concerne+ a8out:
misuse of cre+it car+ information %iven over t$e Internet@ sein% or s$arin% of
.ersona information 8! Ce8 site oDners@ an+ coo*ies t$at trac* customers? Internet
activit!7 Secon+) t$e same researc$ s$oDs t$at tDo,t$ir+s of active Ce8 users
t!.ica! a8an+on a site t$at re6uests .ersona information an+ one in five $as entere+
fase information to %ain access to a Ce8 site7 As.ects in t$e assurance factor t$at
cou+ 8e ver! im.ortant in e,8usiness are F-au%$tre!) 2001G:
U
U
U
U
avaia8iit! of a forma .rivac! an+ confi+entiait! .oic! on a Ce8 site@
secure+ access to a Ce8 site Ft$at customers are .rom.te+ to ac*noDe+%eG@
%enera re.utation of su..ier@
certifications or %uarantees of assurance@ an+
61
U
re.orts of eB.eriences of ot$er customers7
T$e first as.ect in t$is ist is aso ac*noDe+%e+ 8! t$e Internationa
"r%ani9ation for Stan+ar+i9ation in <eneva7 T$e Co+e of #ractice for Information
Securit! Mana%ement FIS"5IEC 133HH:2000G .rovi+es a 8asis for esta8is$in% an+
maintainin% t$e means of $an+in% sensitive +ata F-au%$tre!) 2001G7 Certifications
an+ %uarantees of assurance are aso im.ortant in e,8usiness7 More an+ more
or%ani9ations are tr!in% to o8tain certification 8! an o8Jective) consensus,8ase+
stan+ar+) Just as t$e! +i+ earier Dit$ 6uait! mana%ement stan+ar+s F-au%$tre!)
2001G7 T$ese or%ani9ations are 8ecomin% aDare of t$e a+vanta%es of suc$
certification in reation to customers? trust in t$ese or%ani9ations7
Em.at$!
In t$e +imension of em.at$! t$ere are severa as.ects t$at are usua! not
foun+ on a Ce8 site7 /ecause of t$e fact t$at t$ere is no $uman interaction) Ce8 sites
norma! +o not offer .ersona attention7 To ac$ieve t$is) a num8er of Ce8 sites $ave
a +esi%n t$at can 8e .ersonai9e+ 8! t$e users of t$ese sites) so .eo.e can $ave t$eir
oDn version of t$e Ce8 site7 T$is *in+ of Ce8 site +esi%n is aime+ at %ivin% users t$e
eB.erience of %ettin% .ersona attention7 T$e i+ea is t$at t$e more a Ce8 site is
taiore+ to a .articuar customer?s nee+s) t$e more i*e! t$at customer Di return
a%ain an+ a%ain FT$e Economist) 2001G7 T$e most a+vance+ tec$noo%ies in t$is area
aim to create a face,to,virtua,face interaction7 A frien+! oo*in% face of a virtua
assistant on !our screen is su..ose+ to ma*e customers fee more comforta8e7 Cit$
t$e use of artificia intei%ence) t$e virtua assistant can su%%est .ro+ucts or services
t$at mi%$t 8e of interest to a customer 8ase+ on .revious .urc$ases an+ on reactions
to t$e 6uestions of t$e virtua assistant7 T$e atter .ossi8iit! of as*in% users of a Ce8
site 6uestions via a virtua assistant Di ena8e com.anies to taior t$eir offerin%s to
t$e Dis$es of t$e user to .revent customer +issatisfaction7 T$e on! .ur.ose of a
t$ese tec$noo%ica %a+%ets is to a++ one of t$e Ce8?s *e! missin% in%re+ients:
Darmt$ FT$e Economist) 2001G7
62
C$a.ter K
Em.irica -ata #resentation
K7
Em.irica -ata #resentation
T$is c$a.ter Di .resent +ata t$at $as 8een coecte+ t$rou%$ 6uantitative
surve!7 At first De %ive an overvieD of t$e De8site D$ic$ u.oa+e+ t$e 6uestionnaires
t$at means t$e sam.e .o.uation an+ after t$at t$e +ata Di 8e .resente+ accor+in%
to t$e researc$ 6uestions an+ t$e varia8es i+entifie+ in t$e frame of reference7
K71 "vervieD of t$e sam.e
Coo87com is a virtua Iranian societ! De8site t$at .eo.e can $ave t$eir
.rofies) De8 o%s) ist of frien+s) .$oto a8um) cu8s) sen+in% R receivin% messa%es)
onine s$o..in%) sen+in% SMS) onine a+vertisin% an+ etc7 Coo87com $as 8820H
active mem8ers) an+ 20H68 more $as 8een invite+ an+ t$ere are 6508 cu8s in t$is site
F8ase+ on Au%ust 2K) 2005 re.ortsG7 Its mem8ers are a aDare of e,commerce) as t$e!
cou+ rent a fat or 8u! a car from t$is De8site7
62
Main .ur.ose of t$is stu+! is to un+erstan+ t$e most im.ortant +imensions of
service 6uait! in onine s$o..in% sector from t$e Iranian .ers.ective7 /ase+ on t$e
o8Jectives of t$e stu+! t$e sam.e s$ou+ 8e famiiar Dit$ usin% Internet an+ aso it
s$ou+ $ave eB.erience of usin% onine .urc$asin%7
/ase+ on t$e faciities D$ic$ coo87com .rovi+es its 8820H mem8ers@ it is
o8vious t$at its mem8ers are a famiiar Dit$ usin% Internet an+ e,commerce7 So) t$e
mem8ers of Coo87com Dere seeme+ to 8e t$e 8est sam.e for t$is stu+!7
K72 Quantitative +ata .resentation
"nine surve! $as 8een con+ucte+ 8ase+ on t$e structure+ 6uestionnaire7 T$e
6uestionnaire $as 8een +eveo.e+ 8ase+ on t$e varia8es t$at Dere i+entifie+ in t$e
frame of reference7
T$e .ur.ose of t$e 6uestionnaire surve! Das to +eveo. em.irica evi+ence on
t$e 6uait! factors of Ce8 sites t$at are im.ortant to .eo.e D$o are famiiar Dit$ t$e
Internet an+ fre6uent Internet users7 T$e surve! com.rise+ t$e fooDin% 6uestions:
U
U
U
U
#ersona information F%en+er) a%e) e+ucationG@
Res.on+ents? use of Internet Fe6ui.ment) fre6uenc! of useG@
S.ecific De8 sites t$at are visite+ 8! res.on+ents Fa .re+efine+ ist of 6
cate%ories of De8 sitesG@ an+
As.ects of De8 6uait! Fa .re+efine+ ist of 50 as.ectsG7
T$e core of t$e 6uestionnaire consists of t$e ist of as.ects of Ce8 6uait!7 :or
ever! as.ect De as* t$e res.on+ent to in+icate t$e im.ortance of t$at as.ect an+ at t$e
same time De as* for t$eir satisfaction Dit$ t$at as.ect7 T$e structure of t$e 6uestions
is 8ase+ on t$e SERLQ(A& scae FPeit$am et a7) 1HH0G7 T$e as.ects $ave 8een
+efine+ accor+in% to t$e cate%ories of t$e mo+e +eveo.e+ 8! CoB an+ -ae F2001)
2002G an+ are as fooDs:
U
U
U
U
U
U
U
carit! of .ur.ose@
+esi%n@
communication@
reia8iit!@
service an+ fre6uent! as*e+ 6uestions@
accessi8iit! an+ s.ee+@
.ro+uct or service c$oice@
6K
U
U
U
U
U
or+er confirmation@
.ro+uct .urc$ase@
user reco%nition@
eBtra service@ an+
:re6uent 8u!er incentives7
:or eac$ of t$ese cate%ories a num8er of as.ects $ave 8een +efine+ in t$e
6uestionnaire7
T$e 6uestionnaire $as 8een +iscusse+ Dit$ eB.erts in t$e fie+ of e,commerce
an+ a .iot stu+! $as 8een con+ucte+ amon%st a sma num8er of stu+ents7 T$is ea+ to
an im.rove+ 6uestionnaire D$ic$ $as 8een use+ for t$e researc$ .resente+ in t$is
.a.er7
I +ivi+e+ 6uestionnaire into K .arts in or+er to $ave 8etter resuts7 T$e first .art
$as 1H 6uestions an+ Das a8out t$e res.on+ents? .ersona information7 T$e ot$er t$ree
6uestionnaires Dere a8out +ifferent as.ects of service 6uait! 8ase+ on SERLQ(A&7
K7271 Sam.e an+ Res.onse rate
A t$e coo87com mem8ers $a+ access to t$e 6uestionnaires Fa..roBimate!
88)000G a in* an+ a 8rief intro+uction a8out t$e stu+! Dere .rovi+e+ on t$eir .ersona
.a%e7 :or t$e first .art of 6uestionnaire@ res.onses Dere receive+ from 320 .ersons7
After t$ree +a!s t$e secon+ .art Das u.oa+e+ an+ 550 res.on+e+) t$en for t$e t$ir+
.art 203 an+ t$e fort$ .art 255 res.onses Dere receive+7 T$e num8er of res.onses
from onine surve! Das rat$er oD Fa..roBimate! 0782H .ercent of t$e num8er of
mem8ersG) $oDever) acce.ta8e for t$is t!.e of surve!7
K7272 -escri.tive statistics
Ce Dere tr!in% to %ive Dei%$t t$rou%$ Iranian Internet users? .ers.ective) as
Das mentione+ 8efore our sam.e eB.ecte+ to 8e Internet fre6uent user an+ famiiar
Dit$ eectronic commerce7 T$e +emo%ra.$ic statistics are .rovi+e+ Dit$in fi%ures1
12) 1K) an+ 15 D$ic$ +escri8e %en+er) e+ucation) an+ a%e res.ective!7
1
Reative ta8es are .rovi+e+ in a..en+iB II
65
#ie c$art in fi%ure 12 s$oDs t$at more t$an $af of res.on+ers Dere mae7
A8out 320 $a+ re.ie+ t$e 6uestionnaires out of D$ic$ on! 2K5 Dere femae7 #ease
fin+ ta8e 12 in a..en+iB II D$ic$ .rovi+es cear statistics7
:i%ure 12: #ie c$art@ num8er of res.on+ents 8! %en+er7
/ar c$art in fi%ure 1K iustrates res.on+ents? fie+s of stu+! in seven %iven
cate%ories .us >ot$ersE o.tion7 A8out 56 .ercent of res.on+ents Dere en%ineer t$at is
K08 .ersons an+ a..roBimate! 2875 .ercent of t$em c$ose >ot$ersE7 Mana%ers Dere
K78I of re.iers stan+ in t$ir+ .osition an+ 278I Dere accountants7 As it is s$oDe+ in
fi%ure 1K t$e fift$ cate%or! Das me+icine F276IG neBt %rou. Dit$ 272 .ercent Das
mar*etin% s.eciaists7 T$e num8er of .ersons in t$e fie+ of Socia science Das ver!
cose to mar*etin% F172IG7 An+ on! 1I Das active in aD7 It is o8vious t$at most of
our sam.e Das tec$nica .eo.e an+ ver! sma num8er of it Das s.eciaist in aD7
:ie+ of e+ucation
500
K00
:re6uenc!
200
200
100
0
En%ineerin%socia science
Me+icine&aD
Accountin% Mana%ement
Mar*etin%"t$ers
:ie+ of e+ucation
:i%ure 1K: /ar c$art@ num8er of res.on+ents 8ase+ on t$eir e+ucation?s fie+7
66
T$e maJorit! of sam.e Das 21 to 25 !ears o+) fi%ure 15 s$oDs a8out 260
.ersons Dere more t$an 25 !ears o+7 Iran is a !oun% countr! an+ t$e! su..ose+ to 8e
t$e ner+iest %rou. 8ut to our sur.rise ver! sma num8er of res.on+ents F12 .ersonsG
Dere ess t$an 21 !ears o+7
A%e
K00
200
:re6uenc!
200
100
0
^21 21,25 26,20 21,25 _26
A%e
:i%ure 15: /ar c$art@ num8er of res.on+ents 8! a%e7
Ta8e 6 s$oDs t$e res.on+ents? use of t$e Internet in terms of t$e 6uait! of
t$eir oDn e6ui.ment7 T$e! are a8soute! satisfie+ Dit$ t$eir #Cs F#ersona
com.utersG an+ aso fee fine a8out .rintin% over t$e De8 8ut +issatisfie+ Dit$
connection s.ee+ an+ +oDnoa+in% from t$e De87 "vera t$e res.on+ents are rat$er
satisfie+ Dit$ t$eir $ar+Dare 8ut it seems t$e! $ave .ro8em Dit$ t$e Internet Service
.rovi+ers FIS#G an+5or tee.$one ines 7
Ta8e 6: Satisfaction of res.on+ents Dit$ t$e e6ui.ment t$e! use
#C
#rintin% from t$e De8
Connection s.ee+
-oDnoa+in% from t$e De8
0ote: "n a five,.oint scae from ver! +issatisfie+ to ver! satisfie+
Mean
K70H8
27K26
27H20
27865
Ta8e 3 $as summari9e+ t$e fre6uencies of res.on+ents? Internet visits7 T$e!
visit t$e Internet on an avera%e 15 times .er Dee*) an+ a..roBimate! s.en+ an $our
.er visit7 So) it is cear t$at t$e! are fre6uent users of Internet7
63
Ta8e 3: T$e use of t$e De8
Eas! to fin+ reevant information
Eas! to use De8 .a%e in*s
Eas! to fin+ t$e +esire+ De8 site
Time s.ent on one site
Time on t$e De8 .er Internet visit
0um8er of Internet visits .er Dee*
0ote: If not in+icate+ ot$erDise) on a five,.oint scae from ver! +ifficut to ver! eas!
mean
27528
27812
27622
13758H min
5873H3 min
` 15 visits
It is interestin% to note t$at t$e t!.es of Ce8 sites t$at are use+ most often 8!
res.on+ents are: searc$ en%ines an+ t$e De8 sites t$at are ess fre6uent! use+ are:
Secon+$an+ s$o.s Fsee ta8e 8G7
Ta8e 8: Ce8sites ran*e+ 8! fre6uenc! of visits
Searc$ En%ines
Music Stores
E,s$o.s
/oo* Stores
Movie Stores
Secon+$an+ #ro+ucts
0ote: "n a five,.oint scae from never to once a +a! or more
Mean
27H06
27523
27K22
27118
17H32
17563
Ta8e H s$oDs t$at) to. five an+ ta8e 10 s$oDs t$e 8ottom five of t$e
im.ortance FeB.ectationsG an+ t$e satisfaction FeB.eriencesG are 8rou%$t 8ase+ on
.re+efine+ as.ects reate+ to t$e 6uait! of De8 sites7 Service 6uait! factors $ave
8een ran*e+ 8! t$eir im.ortance score7
Ta8e H: t$e to. five Dit$ $i%$est scores of im.ortance
Service 6uait! factors
1
2
2
K
5
Access is fast
Information is foun+ Dit$ a minimum of cic*s
2K B 3 B 265 user accessi8iit!
/ran+ ima%e is im.ortant
:in+in% !our Da! on t$e De8 site is eas!
Im.ortance
mean
Satisfaction
mean
K72HK
K7186
K7156
K7105
K710K
276K8
27651
27H80
278K0
27625
68
Ta8e 10: T$e 8ottom five Dit$ oDest scores of im.ortance
Service 6uait! factors
K6
K3
K8
KH
50
A customer .atform is .rovi+e+ for eBc$an%e of i+eas
Ce8 sites t$at focus on 8ran+ aDareness $ave a store ocator
T$e user is invite+ into a fre6uent 8u!er .ro%ram
&in*s are .rovi+e+ to .a%es on reate+ .ro+ucts an+ services
T$e user can ma*e a .urc$ase Dit$out De8 site re%istration
Im.ortance
mean
Satisfaction
mean
27558
27506
27K82
27K6H
27228
27813
27652
2731K
276K8
27600
Com.arin% t$e im.ortance scores in +ifferent roDs) it is un+erstoo+ t$at a t$e
service 6uait! factors are im.ortant an+ $ave ver! tin! +ifferences Dit$ eac$ ot$er
D$ic$ is a .roof to t$eir ti%$t soi+arit!7
Res.ectin% Iranian societ! an+ tec$nica faciities for Internet users it Das
eB.ecte+ t$at to. service 6uait! factors 8ase+ on t$eir im.ortance?s scores Dei%$te+
for 8asic factors suc$ as s.ee+ of connection) safe*ee.in% strate%ies) etc7 D$ic$ are
avaia8e in ta8e H an+ is an a8soute .roof to our eB.ectation7 A com.ete ana!sis
of t$ese ta8es cou+ 8e foun+ in t$e neBt c$a.ter7
6H
C$a.ter 5
-ata Ana!sis an+ concusion
57 -ata Ana!sis an+ concusion
Coecte+ 6uantitative +ata $as 8een .resente+ in t$e .revious c$a.ter7
C$a.ter 6 8rin%s t$e ana!9e+ +ata accor+in% to t$e researc$ 6uestion D$ic$ tries to
ran* t$e service 6uait! +imensions 8ase+ on Iranian onine s$o..ers? .ers.ective7
T$e ran*e+ service 6uait! factors 8etDeen Iranian onine s$o..ers Ftar%et
.o.uationG are com.are+ Dit$ t$e American stu+ents Fa researc$ Das +one 8!
IDaar+en R Ciee) 2002G7 :ina!) De $ave t$e concusion an+ a +iscussion a8out
.ossi8e areas t$at furt$er researc$ cou+ 8e con+ucte+7
571 T$e most im.ortant +imensions of service 6uait!
Iranian customers Dere assume+ to 8e in nee+ of 8asic faciities)
infrastructures) of eectronic commerce t$rou%$ out t$e .revious c$a.ter7 0oD et us
see D$at statistics sa!:
30
In ta8e 11 t$e im.ortance FeB.ectationsG an+ satisfaction FeB.eriencesG are
summari9e+ 8ase+ on .re+efine+ as.ects reate+ to t$e 6uait! of De8 sites7 T$e to.
ten as.ects seem to reate t$e 8asic infrastructure of e,commerce7 Res.on+ers 8eieve
t$at t$e most im.ortant as.ect of service 6uait! must 8e >fast AccessE) as t$e! Dere
as*e+ a8out t$eir #C satisfaction in ta8e 3 FSatisfaction mean is: K70H8G t$e! are
.rett! satisf! Dit$ t$eir oDn s!stems) t$e main .ro8em is t$e teecommunication
s!stem in Iran7 /roa+ /an+ is not avaia8e for ever!8o+!7 At$ou%$ Iran .rovi+es t$e
c$ea.est Internet service in t$e Dor+ F/ase+ on #a!am Ra+io neDs on Se.tem8er 1)
2005G@ 8ut t$e 6uait! of service FQoSG is .oor an+ not acce.ta8e7
T$e secon+ im.ortant factor F>Information is foun+ Dit$ a minimum of
cic*sEG is a%ain reate+ to t$e first .ro8em7 After $avin% +ifficuties to access t$e
Internet t$e user Dis$ to %et t$e nee+e+ information as fast as .ossi8e Dit$out
+istur8in% irreevant information77 It aso refers to t$e +esi%n of t$e De8site@
customers +o not Dant com.icate+ .a%es D$ic$ t$e! s$ou+ s.en+ ots of time to %et
sim.e information7
T$e t$ir+ factor is >2K B 3 B 265 user accessi8iit!E D$ic$ s$oDs $oD it is
8ot$erin% to %o on a De8site to 8u! a C- an+ t$e! as* !ou to come anot$er +a!
8ecause to+a! is Dee*en+ an+ t$eir service is not avaia8e noDaa It is a must t$at
users $ave accessi8iit! to t$e site at an! time $e or s$e Dis$es) 2K $ours in an! +a!7
T$e fort$ factor is >/ran+ ima%eE customers Dant to 8e sure a8out D$at is
8e$in+ De8sites7 Customers D$o 8u! a .ro+uct on t$e Internet) Dou+ i*e t$at t$e
De8 sites an+ t$e or%ani9ations 8e$in+ t$em to 8e trustDort$!7 T$e neBt im.ortant
De8 6uait! is +esi%n of De8 sites accor+in% to fin+ our Da! on it must 8e eas!@ t$e
.rivac! an+ securit! .oicies must 8e avaia8e for users@ i7e7 customers must 8e aDare
of to D$at eBten+ t$e! $ave .rivac! an+ securit!7 Res.on+ers stron%! 8eieve t$at a
De8site aso s$ou+ .rovi+e De .ro%ramme+ searc$ o.tions) +irect instructions an+ a
stan+ar+ navi%ator 8ar7
31
Ta8e 11: T$e to. ten of service 6uait! factors Dit$ $i%$est scores of im.ortance
Service 6uait! factors
Access is fast
Information is foun+ Dit$ a minimum of cic*s
2K B 3 B 265 user accessi8iit!
/ran+ ima%e is im.ortant
:in+in% !our Da! on t$e De8 site is eas!
T$e .rivac! .oic! is accessi8e
T$e securit! .oic! is accessi8e
T$ere are De .ro%ramme+ searc$ o.tions
Instructions are +irect! avaia8e
A stan+ar+ navi%ation 8ar) a $ome 8utton an+ 8ac*5forDar+ 8utton
are avaia8e on ever! .a%e
Im.ortance
mean
Satisfaction
mean
-eta
S,I
K72HK
K7186
K7156
K7105
K710K
K7032
K7025
27H3H
27H68
27H53
276K8
27651
27H80
278K0
27625
27566
272H2
27318
27633
27H02
,0765
,075K
,0718
,0726
,07K3
,0751
,076K
,0726
,072H
,0706
T$e 8ottom ten as.ects seem to reate to eBtra services suc$ as >A customer
.atform is .rovi+e+ for eBc$an%e of i+easE or >Ce8 site animations are meanin%fu>
an+ information suc$ as >TaB an+5or ot$er c$ar%es are cear! +etaie+E or EAn emai
a++ress for 6ueries an+ com.aints is .rovi+e+E7 A..arent! res.on+ents +o not fin+
t$ese eBtras ver! im.ortant in t$eir use of t$e Internet7
It seems t$at Customer Reations$i. Mana%ement@ some $oD) +oes not .a! a
8i% roe in attractin% customers an+ ma*e t$em stic* to De8sites 8! t$is time7 T$e!
most! care a8out s.ee+ of connection an+ safe*ee.in% an+ safet! of t$eir visits an+
s$o..in%7
T$e %a.s 8etDeen eB.eriences an+ eB.ectations Fsatisfaction minus
im.ortanceG Fsee ta8e 12G are Di+est for t$e as.ects t$at res.on+ents .erceive as most
im.ortant7 T$e as.ect Dit$ t$e ar%est %a. is >access is fastE Fsatisfaction score 276K8
an+ im.ortance score K72HKG7 In t$e to. ten as.ects t$ere are no as.ects Dit$ a .ositive
+eta) meanin% t$at for ever! as.ect t$e eB.erience is ess t$an eB.ecte+7 In t$e
8ottom ten as.ects t$ere are seven as.ects Dit$ a Fver! smaG .ositive +eta: >An
emai a++ress for 6ueries an+ com.aints is .rovi+e+E) >-ifferent .a!ment o.tions are
state+ cear!E) >T$e $ome .a%e features o.tions for neD an+ re%istere+ usersE) >A
customer .atform is .rovi+e+ for eBc$an%e of i+easE ) >Ce8 sites t$at focus on 8ran+
aDareness $ave a store ocatorE) >T$e user is invite+ into a fre6uent 8u!er .ro%ramE)
>&in*s are .rovi+e+ to .a%es on reate+ .ro+ucts an+ servicesE) >T$e user can ma*e a
.urc$ase Dit$out De8 site re%istrationE7 Res.on+ents are 6uiet satisfie+ Dit$ t$ese
features of t$e De8 sites7
32
Ta8e 12: T$e 8ottom ten of service 6uait! factors Dit$ oDest scores of im.ortance
Service 6uait! factors
K1
K2
K2
KK
K5
K6
K3
K8
KH
50
Ce8 site animations are meanin%fu
It is eas! to .rint from t$e De8
An emai a++ress for 6ueries an+ com.aints is .rovi+e+
-ifferent .a!ment o.tions are state+ cear!
T$e $ome .a%e features o.tions for neD an+ re%istere+ users
A customer .atform is .rovi+e+ for eBc$an%e of i+eas
Ce8 sites t$at focus on 8ran+ aDareness $ave a store ocator
T$e user is invite+ into a fre6uent 8u!er .ro%ram
&in*s are .rovi+e+ to .a%es on reate+ .ro+ucts an+ services
T$e user can ma*e a .urc$ase Dit$out De8 site re%istration
Im.ortanc
e mean
Satisfaction
mean
-eta
S,I
27622
27606
27605
2753H
2755H
27558
27506
27K82
27K6H
27228
27512
27KH3
27360
2730K
2753K
27813
27652
2731K
276K8
27600
,0712
,0711
0715
0712
0701
0726
0715
0722
0718
0726
In concusion) res.on+ents 8eieve t$at a t$e as.ects of De8 6uait! are
im.ortant FIm.ortance mean starts from 27228G 8ut t$e >Access is fastE is t$e most
im.ortant factor amon% t$e ot$ers an+ t$e! are not satisfie+ Dit$ current connection
s.ee+ 8ut fee .rett! fine Dit$ eBtra services7
572 Com.arin% De8 6uait! factors 8etDeen Iranian an+
American customers
#eo.e in +ifferent countries $ave +ifferent cutures) attitu+es) 8eieves) etc7
T$ese varieties aso affect t$eir onine .urc$asin%7 Here T$e to. ten $i%$est an+ t$e
ten 8ottom oDest De8 6uait! scores of im.ortance for t$e American .ers.ective are
com.are+ Dit$ t$e Iranian .ers.ective F8ase+ on t$e researc$ on 2H2 American
stu+ents t$at $as 8een +one 8! IDaar+en an+ Ciee) 2002G7
Ta8e 12 iustrates t$e to. ten $i%$est scores of im.ortance from t$e e!es of
Iranian an+ American users7 It as is s$oDe+ Dit$ %re! coor on! t$ree as.ects are
common 8etDeen t$em F>:ast accessE) >:in+in% !our Da! on t$e De8 site is eas!E
an+ >T$ere are De .ro%ramme+ searc$ o.tionsEG7 T$at means 8ot$ %rou.s stron%!
eB.ect De8 sites to .rovi+e fast access) eas! navi%atin% +esi%n an+ De functionin%
searc$ o.tions7
32
At$ou%$ t$e teecommunication s!stems in (7S7A are tota! +ifferent an+
muc$ a+vance+ t$an Iranian s!stems De can see $ere t$at access must 8e fast an+
.eo.e +o not Dant to s.en+ t$eir times for o.enin% .a%es? searc$in% an+ stru%%in%
for D$at t$e! Dant7
Ta8e 12: T$e to. ten Dit$ $i%$est score on im.ortance from Iranian an+ American .ers.ective
Iranian .ers.ectiveAmerican .ers.ective
1Access is fast:in+in% !our Da! on t$e Ce8 site is eas!
2
2
K
5
6
3
8
H
10
Information is foun+ Dit$ a minimum of cic*s
2K B 3 B 265 user accessi8iit!
/ran+ ima%e is im.ortant
:in+in% !our Da! on t$e De8 site is eas!
T$e .rivac! .oic! is accessi8e
T$e securit! .oic! is accessi8e
T$ere are De .ro%ramme+ searc$ o.tions
Instructions are +irect! avaia8e
A stan+ar+ navi%ation 8ar) a $ome 8utton an+
8ac*5forDar+ 8utton are avaia8e on ever!
.a%e
Access is fast
A com.ete overvieD of t$e or+er is .resente+
8efore fina .urc$ase +ecision
TaB an+5or ot$er c$ar%es are cear! +etaie+
T$e re%istration .rocess is sim.e
Access to antici.ate+ +eiver! times is
avaia8e at a times
A reevant or+er confirmation +etais sent 8!
e,mai
"r+er canceation an+ returns +etais are
confirme+ Dit$in t$ree +a!s
"r+er,trac*in% +etais are avaia8e unti
+eiver!
T$ere are De .ro%ramme+ searc$ o.tions
5b
1b
1Hb
K0b
22b
20b
28b
23b
22b
8b
0ote:bT$e factor?s rate D$ic$ is %iven 8! Iranian onine s$o..ers7
&et?s see t$e American .ers.ective factors states in D$ic$ .osition of Iranian?s
ist: t$e tDo first factors as are s$oDn in ta8e 12 are .ace+ in 5t$ an+ 1st #ersian ist
res.ective!7 >A com.ete overvieD of t$e or+er is .resente+ 8efore fina .urc$ase
+ecisionE .ace+ in 1Ht$@ >TaB an+5or ot$er c$ar%es are cear! +etaie+E is in K0t$@
>T$e re%istration .rocess is sim.eE $o+ t$e 22r+ .ace@ >Access to antici.ate+
+eiver! times is avaia8e at a timesE is in .ace 20t$@ >A reevant or+er
confirmation +etais sent 8! e,maiE is in 28t$@ >"r+er canceation an+ returns +etais
are confirme+ Dit$in t$ree +a!sE $o+s 23t$@ >"r+er,trac*in% +etais are avaia8e
unti +eiver!E is in 22r+@ an+ >T$ere are De .ro%ramme+ searc$ o.tionsE is t$e 8t$
factor t$rou%$ Iranian?s .ers.ective7 In overa) on! t$ree factors are seecte+ in to.
ten t$rou%$ 8ot$ %rou.s an+ t$e rest of factors are in 1Ht$ to K0t$ .osition of Iranian?s
3K
ist Ft$e ri%$t coumn of ta8e 12 s$oDs t$e .ositions of >American?s .ers.ectiveE
factors in ta8e 20G7
In ta8e 1K t$e 8ottom ten Dit$ oDest scores of im.ortance are .rovi+e+7 As
t$e %re! coor sa!s t$ere are four common as.ects t$at t$e! 8ot$ ess care a8out
De8sites: >Ce8 site animations are meanin%fuE) >A customer .atform is .rovi+e+
for eBc$an%e of i+easE) >T$e user is invite+ into a fre6uent 8u!er .ro%ramE an+
>&in*s are .rovi+e+ to .a%es on reate+ .ro+ucts an+ servicesE7
T$ese eBtra services ma! $ave t$e first attraction 8ut customers %ive t$em ast
.riorit! amon% t$e ot$er De8 6uait! factors7 :or instance) man! De8 +esi%ners
8eieve t$at meanin%fu animations 8rin% s.irit to a De8 site 8ut as De $ave fi%ure+
out 8! statistics customers +o not rea! eB.ect t$is feature7
A fre6uent 8u!er .ro%ram is set u. 8! man! mana%ers an+ t$e! su..ose t$at
onine 8u!ers are im.resses 8! t$ese services@ $oDever) our stu+ies $ave .rove+ t$at)
com.are+ Dit$ after services) customers +o not .a! muc$ attention to t$ese services7
Ta8e 1K: T$e 8ottom ten Dit$ oDest scores of im.ortance from Iranian an+ American .ers.ective
Iranian .ers.ectiveAmerican .ers.ective
K1 Ce8 site animations are meanin%fuSearc$es on reate+ sites are .rovi+e+
K2
K2
KK
K5
K6
K3
K8
KH
50
It is eas! to .rint from t$e De8
An emai a++ress for 6ueries an+ com.aints is
.rovi+e+
-ifferent .a!ment o.tions are state+ cear!
T$e $ome .a%e features o.tions for neD an+
re%istere+ users
A customer .atform is .rovi+e+ for eBc$an%e
of i+eas
Ce8 sites t$at focus on 8ran+ aDareness $ave a
store ocator
T$e user is invite+ into a fre6uent 8u!er
.ro%ram
&in*s are .rovi+e+ to .a%es on reate+ .ro+ucts
an+ services
T$e user can ma*e a .urc$ase Dit$out De8 site
re%istration
T$e .rivac! .oic! is accessi8e
T$e securit! .oic! is accessi8e
T$e Ce8 site contains com.an! +etais
Scroin% t$rou%$ .a%es an+ teBt is *e.t to a
minimum
&in*s are .rovi+e+ to .a%es on reate+
.ro+ucts an+ services
Ce8 site animations are meanin%fu
A customer .atform is .rovi+e+ for eBc$an%e
of i+eas
T$e user is invite+ into a fre6uent 8u!er
.ro%ram
/ran+ ima%e is im.ortant
25b
6b
3b
25b
2Hb
KHb
K1b
K6b
K8b
Kb
0ote:bT$e factor?s rate D$ic$ is %iven 8! Iranian onine s$o..ers7
35
C$at is interestin% $ere is t$at t$ree as.ects D$ic$ are: >T$e securit! .oic! is
accessi8eE) >T$e .rivac! .oic! is accessi8eE an+ >/ran+ ima%e is im.ortantE
avaia8e in t$e to. ten coumn of Iranian .ers.ective an+ aso in 8ottom ten coumn
of American .ers.ective7 It s$oDs Iranian res.on+ers nee+ to *noD more a8out t$e
securit! of t$eir visits an+ s$o..in%7 /ran+ ima%e %ive 8u!ers a *in+ of %uarantee for
D$at t$e! +ea) from t$is .oint of vieD De un+erstan+ t$at $oD muc$ Iranian cares
a8out t$e safet! as.ects D$ie American s$o..ers s$oD ver! ess attention to t$ese
.oicies7 #ease consi+er t$e ri%$t coumn of ta8e 1K t$at s$oDs t$e .ositions of
>American?s .ers.ectiveE factors in ta8e 207
In Iran .eo.e face man! .ro8ems D$en t$e! 8u! or se somet$in%) one of
t$e reasons is t$at t$e .oicies) instructions an+ aDs are not ver! cear for 8ot$ si+es7
A%ain in onine s$o..in% Iranian afrai+ of same .ro8em) t$e! see* for %uarantees)
cear securit! .oicies in or+er to re+uce t$eir ris*s of .urc$asin%7
572 T$e most im.ortant factors of SERLQ(A&
;os Lan IDaar+enm an+ Ton Lan +er Ciee) 2002 custere+ t$e as.ects of
service 6uait! in ta8e 15 an+ s$oDe+ $oD t$e! com.ati8e Dit$ five factors of t$e
SERLQ(A&7 T$e im.ortance mean Das 8rou%$t in or+er to fin+ eac$ SERLQ(A&
+imension an im.ortance mean an+ in ta8e 15) D$ic$ is t$e summer! of ta8e 15)
iustrate t$e ran*e+ SERLQ(A& factors 8ase+ on t$eir im.ortance scores7
Tan%i8e is reco%ni9e+ as t$e most im.ortant factor Fsee ta8e 16G@ t$erefore) a
De functionin% an+ %oo+,oo*in% De8 site is .aramount7 Assurance is t$e secon+
one7 Res.on+ers Dant a De8site to $ave a forma .rivac!) confi+entiait! .oic!)
secure access an+ certifications or %uarantees of assurance7 &oo*in% at ta8es 12 an+
1K De come to t$is concusion t$at Iranians are more concerne+ a8out securit! t$an
t$e Americans7
Aso Iranian onine s$o..ers as* or%ani9ations to $onor t$eir .romises suc$ as
on time +eiver! an+ after sae services7 In ot$er Dor+s t$e! as* for reia8iit! of t$e
com.an!7
36
Res.onsiveness is t$e neBt t$in% t$e! +o care a8out@ $oD De8sites %ive
.rom.t services7 "nine s$o..ers eB.ect %oo+ res.onses D$en t$e! contact De8 sites
t$rou%$ e,mai or .$one ca7
An+ after a of t$e ot$er De8 6uait! factors t$e! Dant is .ersona attention
D$ic$ Em.at$! refers to7 Customi9ation $as t$e ast .riorit! amon% t$e ot$er as.ects
t$rou%$ Iranian onine s$o..ers7
Ta8e 15: Ran*e+ SERLQ(A& factors accor+in% to t$eir im.ortance mean
SERLQ(A& factors
1Tan%i8es
2Assurance
2Reia8iit!
KRes.onsiveness
5Em.at$!
Im.ortance mean
K700613
2781200
2736K23
2735200
2763350
C$at s$ou+ 8e notice+ $ere is t$e ver! itte +ifference 8etDeen im.ortance
scores of SERLQ(A& factors7 Res.on+ents eB.ect a De8 site to .rovi+e a of t$e
De8 6uait! factors Ft$e ast factor $as 2763350 scoreG 8ut a8ove a a De8 site s$ou+
function .ro.er!7
In or+er to com.are t$e satisfaction an+ Im.ortance scores a $!.ot$esis $as
8een con+ucte+: H0: c1 ] c2) H1: c1 d c2 an+ t$rou%$ t,test De reac$e+ to ta8e 137
As 8ot$ oDer an+ u..er >Interva of t$e +ifferenceE $as t$e same) .us) si%n so De
un+erstan+ t$at .eo.e are not satisfie+ Dit$ D$at t$e! $ave eB.erience+7
Ta8e 16: #aire+ Sam.es Test
#aire+ -ifferences
St+7H5I Confi+ence
St+7ErrorInterva of t$e
-eviationMean-ifference
&oDer
#air 1 Im.ortance
mean ,
708H22K
Satisfaction
mean
0ote: +e%ree of free+om F+fG: n,1
7221611 70212K1 70262K2
(..er
7152205 27850 KH 7006
t +f Si%7 F2,taie+G
Mean
33
57K Im.ications for #ractitioners
Customers $ave access to amost unimite+ information a8out D$at t$e! Dant
to 8u! Dit$ variet! of .ro+ucts avaia8e for t$em 8! t$e emer%ence of Internet an+
Ce8 tec$noo%!7 Hence) it is not eas! for 8rea*,an+,mortar or onine retaiers to %ain
an+ sustain com.etitive a+vanta%es 8ase+ on! on a cost strate%! in retaiin% mar*et7
Rat$er) +efinin% customers? nee+s an+ .references) an+ t$eir reate+ 6uait!
+imensions $ave increasin%! 8ecome a *e! +rivin% force in en$ancin% customers?
satisfaction an+ attract more customers7 I+entification an+ ran*in% of customers?
eB.ectations of t$e onine retaier services .rovi+e a frame of reference for ran*in%
customers? .references of service 6uait!7
T$is stu+! ran*e+ fift! factors of service 6uait! 8ase+ on Iranians?
.ers.ective7 "8vious!) in or+er to maintain a $i%$ eve of overa service 6uait!)
onine retaiers s$ou+ .a! attention to a t$ese +imensions 8rou%$t in t$is stu+!7 A
.roof for t$is caim is t$e im.ortance scores mean t$at starts Dit$ 27228) %iven 8!
res.on+ers) t$at is even t$e ast factor is seen im.ortant7 HoDever) to stren%t$en
com.etitiveness in t$e eBtreme! com.etitive mar*et) %iven imite+ or%ani9ationa
resources) it is recommen+e+ t$at onine retaiers s$ou+ focus on t$e main five *e!
+imensions) reia8iit!@ tan%i8es@ em.at$!@ assurance@ an+ res.onsiveness) in or+er to
ac$ieve $i%$ eve of service 6uait! an+ customer satisfaction simutaneous!7
More s.ecifica!) t$e fooDin% im.ications are recommen+e+ to onine
retaiers:
:irst an+ foremost) s.ee+ of access to t$e De8 site ma! 8e t$e critica
+eterminant of t$e success of t$e onine retaiers7 Since t$e access to t$e Internet is
not so fast in Iran) onine visitors .refer to connect to t$ose De8sites D$ic$ cou+ 8e
o.ene+ easier an+ faster7 T$erefore) to satisf! t$e customers) onine retaiers s$ou+
8ui+ De8sites Dit$out $u%e fas$es) %ra.$ics) an+ ima%es D$ic$ ma! increase t$e
si9e of .a%e an+ ta*e more secon+s to a..ear7 /esi+es) t$e structure of t$e De8site
.a!s a 8i% roe $ere) as t$e num8er of cic*s for ac$ievin% t$e +esire+ information
+e.en+s on t$e +esi%n of t$e De8site7 Hence) it is im.ortant for mana%ers to consi+er
t$e +ifferent Da!s of reac$in% s.ecific information on t$e De8site7
38
Secon+) 2K $ours user accessi8iit! factor in+icate t$at De8sites are eB.ecte+
to 8e avaia8e a t$e time an+ a t$e +a!s of t$e Dee*7 Mana%ers s$ou+ insist on
re.utation of De8site an+ tr! to avoi+ t$e non res.on+in% situations7 If an!t$in%
$a..ene+ t$at ma+e t$e De8site +oDn for a D$ie@ reevant information a8out t$e
.ro8em an+ t$e time it Dou+ 8e 8ac*e+ s$ou+ 8e .rovi+e+7
T$ir+) assurance +imension im.ies t$at customers s$ou+ 8e aDare of .rivac!
imits an+ securit! .oicies7 Mana%ers s$ou+ aocate s.ecific s.ace for intro+ucin%
.rotection an+ .rivac! .oicies t$at are accessi8e for customers an+ %ive a t$orou%$
un+erstan+in% a8out t$e Da! De8site is *e.t secure7
575 Im.ications for T$eor!
T$e main .ur.ose of t$e stu+! is to ran* t$e onine service 6uait! +imensions
t$rou%$ Iranian customers? .ers.ective in onine retaiin% sector an+ aim to +escri8e
$oD +ifferent environments cou+ affect .references of service 6uait! factors7
T$eoretica! t$is stu+! eBten+s t$e *noDe+%e 8o+! of service 6uait! an+ customer
satisfaction 8! enric$in% t$e Iranian?s .references in onine retaiin% sector) an+ 8ase+
on eBistin% t$eories) t$is stu+! teste+ five *e! service 6uait! +imensions in onine
retaiin% conteBt7
More s.ecifica!) concernin% researc$ 6uestion one t$e maJorit! of t$e
fin+in%s for t$is stu+! su..orte+ t$e eBistin% iterature7 T$e neD fin+in%s Dere
+iscovere+ from 6uantitative em.irica +ata7 "nine service 6uait! +imensions ran*e+
t$rou%$ Iranian?s .ers.ective an+ com.are+ Dit$ Americans7 It aso increase+ an+
en$ance+ un+erstan+in% a8out reative im.ortance service 6uait! +imensions7
576 Im.ications for :urt$er Researc$
Cit$ t$e +eveo.ment of e,commerce an+ De8 tec$noo%!) some areas D$ic$
are not covere+ in t$is stu+! are interestin% an+ nee+ to 8e eB.ore+7 In a++ition) t$e
imitation an+ s$ortcomin% of t$is stu+! aso .rovi+e im.ications for future researc$7
:uture researc$ cou+ a++ eBtensions to t$is stu+!7
3H
T$is researc$ nee+s furt$er ana!sis7 C$ie t$is researc$ !ie+s a num8er of
ver! interestin% resuts) De 8eieve t$at t$ere are a num8er of t$in%s t$at s$ou+ 8e
+one to confirm our resuts as De as to eB.an+ our $!.ot$eses7
:irst!) Dit$ t$e num8er of Internet users noD over one 8iion) a sma %rou.
of onine users in Te$ran is not enou%$7 Hence) researc$ Dit$ ar%er sam.es t$at .ose
t$e same or simiar 6uestions Dou+ 8e a..ro.riate7
Secon+!) various an%ua%es) rei%ions) cutures an+ a $ost of ot$er factors
ma! 8e im.ortant to user's im.ression of t$e 6uait! of a De8 site7
At t$e en+) in t$is com.etitive mar*et) service 6uait! is one of t$e *e!
eements D$ic$ 8rin% vaue a++e+ for com.anies7 "nine retaiers are focusin% on
ma*in% t$eir De8sites more a..eain% in or+er to increase t$eir stic*iness7
#ractitioners nee+ to un+erstan+ t$e factors t$at ma*e .eo.e to visit a De8site@ s.en+
some time an+ ma*e t$em .urc$ase onine7 Researc$ers a aroun+ t$e Dor+ are
ta*in% a8out Qo!a customersQ: t$e! s.rea+ t$e %oo+ Dor+,of,mout$) not to s$ift to
com.etitor easi!) s.en+ more mone! an+ are c$ea.er to attract7 #ractitioners s$ou+
8e aDare of a factors D$ic$ are affectin% t$e 8e$avior of t$eir customers7
Res.ectin% t$is critica issue for e,8usiness) De 8eieve more stu+ies are
nee+e+ to fufi our e,Dor+ Dit$ su.erior faciities an+ ma*e ife easier an+ 8etter7
80
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evauations of e,services: a .orta site? Internationa ;ourna of Service In+ustr!
Mana%ement@ Lo7 12 0o7 K) ..7 25H,2337
Aomaim 0asser an+ Pi$ni Mustafa an+ Pairi Tur*e! Mo$ame+) 2002@
Customer satisfaction e virtua or%ani9ations@ Mana%ement -ecision@ K153) ..7 666,
6307
An+erson Eu%ene C7) :orne Caes) R Ma9vanc$er! Sana =7) "cto8er 200K@
ACustomer Satisfaction an+ S$are$o+er Laue?) ;ourna of Mar*etin%@ Lo7 68)132O
1857
/ansa Harvir S7 an+ Mc-ou%a <or+on H7<7 an+ -i*oi an+ Se+ato =aren
&7@ 200K) E,Reatin% e,satisfaction to 8e$aviora outcomes: an em.irica stu+!@
;ourna of Services Mar*etin%@ Loume 18 f 0um8er K f f ..7 2H0,2027
/ennett Re8e*a$ an+ Run+e S$ar!n) 200K@ Customer satisfaction s$ou+ not
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service 6uait!: a com.arison of onine 8u!ers an+ information searc$ers@ Mana%in%
Service Quait!) Lo7 12 f 0o7 )6 ..7 50K,51H7
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Quait! #arameters /ase+ on "r+ina Res.onses Tota Quait! Mana%ement Lo7 16)
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S!stems 10158@ K00VK057
Coo.er -ona+ R7 an+ Sc$in+er #amea S7@ 2002)/usiness Researc$ Met$o+s@
Ei%$t$ e+ition@ IS/0: 0, 03,2KH830,6 @ Mc<raD,Hi $i%$er E+ucation@7
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Mana%ement) Lo7 15 0o7 2) 202,2267
:ecSi*ovaT In%ri+@7 200K) An in+eB met$o+ for measurement of customer
satisfaction@ T$e TQM Ma%a9ine@ Lo 16 7 0o7 1 7 ..7 53,66 7
:ein8er% Ric$ar+ A7 an+ =a+am RaJes$ an+ Ho*ama &ei%$ an+ =im I*su*)
2002@ AT$e state of eectronic customer reations$i. mana%ement in retaiin%?@
Internationa ;ourna of Retai R -istri8ution Mana%ement@ Lo720 0o710 ..7 K30,
K817
:ein8er% Ric$ar+ an+ =a+am RaJes$@ 2002) AE,CRM Ce8 service attri8utes
as +eterminants of customer satisfaction Dit$ retai Ce8 sites?@ Internationa ;ourna
of Service In+ustr! Mana%ement@ Lo7 12 0o7 5) ..7 K22,K517
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To. K0 "nine Retai Satisfaction In+eB?) DDD7foreSeeResuts7com7
<a%non ;ose.$ &7 an+ C$u ;uian ;7) 2005) Retai in 2010: a Dor+ of
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Customer Satisfaction) Reations$i. Commitment -imensions) an+ Tri%%ers on
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15K3,3185 FeectronicG7
HaoDe Ro%er) ;une 1HH5@ T$e reations$i.s of customer satisfaction)
customer o!at!) an+ .rofita8iit!: an em.irica stu+!) Satisfaction) o!at! an+
.rofita8iit!@
Heier #$ii. =7 an+ <eursen <us M7 an+ ;o$n A7 Ric*ar+@ 2002) Customer
re.urc$ase intention A %enera structura e6uation mo+e@ Euro.ean ;ourna of
Mar*etin%@ Lo7 23 0o7 11512) ..7 1362,18007
IDaar+enm ;os Lan an+ Ciee Ton Lan +er an+ /a &esie an+ Mien
Ro8ert) 2002) AA..!in% SERLQ(A& to De8 sites: an eB.orator! stu+!?)
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eB.orator! stu+! of ri%$t customers) >at, ris*E ri%$t customers) an+ Dron% customers@
;ourna of Services Mar*etin%@ Lo7 18) 0o 2) ..7 183,1H37
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Mana%ement) Lo7 22 0o7 27
&ee Ha*si*) &ee Non%*i an+ -on%*eun) 2000@ T$e +eterminants of .erceive+
service 6uait! an+ its reations$i. Dit$ satisfaction@ ;ourna of services mar*etin%@
vo7 1K 0o7 2) ..7 213,2217
&in C$ia C$i) 2002) AA critica a..raisa of customer satisfaction an+ e,
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&iu S$in,#in% an+ Naasuo Tuc*er an+ =o$ C$an% E7 an+ =a..eman &eon)
2002@ Stan+ar+ user interface in e,commerce sites@ In+ustria Mana%ement R -ata
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Moreno Muffatto an+ Ro8erto@ 1HH5)A .rocess,8ase+ vieD for customer
satisfaction@ Internationa ;ourna of Quait! R Reia8iit! Mana%ement@ Lo7 12 0o7
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in onine service environments: an a..ication of t$e im.ortance .erformance
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#ar* ;i$!e) Stoe &esie) 2005) AEffect of 8ran+ famiiarit!) eB.erience an+
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#armita Sa$a) Nanni P$ao) 2005@ Reations$i. 8etDeen onine service 6uait!
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Ram.ersa+ Hu8ert@ 2001) 35 .ainfu 6uestions a8out !our customer
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Sh+erun+ Ma%nus) 1HH8@ Customer satisfaction an+ its conse6uences on
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Stauss /ern+) 2002@ AT$e +imensions of com.aint satisfaction: .rocess an+
outcome com.aint satisfaction versus co+ fact an+ Darm act com.aint satisfaction?)
Mana%in% Service Quait!) Loume 1270um8er 27
Sures$c$an+ar <7S7) C$ennai) 0a+u Tami@ 2002) AT$e reations$i. 8etDeen
service 6uait! an+ customer satisfaction V a factor s.ecific a..roac$?@ ;ourna of
Services Mar*etin%) vo7 16 0o7 K) ..7 262,23H7
S9!mans*i -avi+ M7@ e,Satisfaction: An Initia EBamination@ ;ourna of
Retaiin%@ 2000@ Loume 36F2G ..7 20HO222) ISS0: 0022,K25H7
Tamimi 0a8i) RaJan Muri an+) Se8astianei Rose) 2002)? T$e state of onine
Retaiin%?) Internet Researc$: Eectronic 0etDor*in% A..ications an+ #oic! Lo7 12
0o7 27 ..7 1K6,155
TaDfi* ;eassi R A8rec$t En+ers) 2005@ Strate%ies for e,8usinesse,strate%!@
E+in8ur%$ <ate 7
Ti$omir Lranesevic Cau+io Li%nai an+ -aniea Li%nai) 2002@ Cuture in
+efinin% consumer satisfaction in mar*etin%@ Euro.ean /usiness RevieD Lo7 1K7 0o7
5 7..7 26KV23K7
(SA T"-AN researc$ usin% Mar*et <ui+e +ata in 2000,0K,12:
DDD7usato+a!7com5mone!5+otcoms5+ot0287$tm7
Ciiams Ro%er an+ Lisser Rof) 2002) Customer satisfaction: it is +ea+ 8ut it
Di not ie +oDn@ Mana%in% Service Quait!) Lo7127 0o72@ ..7 1HK,2007
Cirt9 ;oc$en) 2002@ Hao in customer satisfaction measures T$e roe of
.ur.ose of ratin%) num8er of attri8utes an+ customer invovement@ Internationa
;ourna of Service In+ustr! Mana%ement) Lo7 1K 0o7 1) ..7 H6,11H7
8K
4in% 4iaoin) Tan% :an%,:an% an+ Nan% P$enin) 200K) A#ricin% +!namics in
t$e onine consumer eectronics mar*et?) ;ourna of #ro+uct R /ran+ Mana%ement
Loume 12 f 0um8er 6 f ..7 K2HOKK17
Nen Hsiu ;u Re8ecca an+ <Dinner =evin #7@ 2002) Internet retai customer
o!at!: t$e me+iatin% roe of reationa 8enefits@ Internationa ;ourna of Service
In+ustr! Mana%ement@ Lo7 1K 0o7 5) ..7 K82,5007
Pairi Mo$ame+) 2000)Mana%in% customer satisfaction: a 8est .ractice
.ers.ective@ T$e TQM Ma%a9ine@ Lo7 12 7 0o 6) ..7 28H,2HK7
Peit$am Laarie A7 an+ /icentennia Aice H7 Ric$ar+s) 2002@ Service
eBceence in eectronic c$annes@ Mana%in% Service Quait!@ Lo7 12 0o7 2@ ..7 125,
1287
PDass La+imir@ Internationa ;ourna of Eectronic Commerce@ Lo71) 0o71)
:a) 1HH6) ..7 2 , 227
85
A..en+iB I: Questionnaire
17 #ease in+icate !our fie+ of stu+! Xtic* four 8oBes maBimumYM
i
i
i
i
i
27
En%ineerin%
Mar*etin%
Socia Science
&aD
i
i
i
i
i
Me+ica
Mana%ement
Accountin%
ot$er
27 #ease in+icate !our a%eM
^ 21 i 21,25 26,20 i 21,25 i _ 25
#ease in+icate !our %en+erM
Mae i
K7
i :emae
never once a
!ear
"nce a
mont$
"nce a
Dee*
"nce a +a!
or more
#ease in+icate t$e eBtent to D$ic$ !ou visit t$e fooDin% De8 sitesM
/oo* stores
Music stores
Movies stores
Secon+$an+ #ro+ucts
Searc$ en%ines
E,s$o.s
i
i
i
i
i
i
i
i
i
i
i
i
i
i
i
i
i
i
i
i
i
i
i
i
Ler!
+issatisfie+
i
i
i
i
i
i
neutra Ler!
satisfie+
57
67
37
HoD satisfie+ are !ou Dit$ t$e .c !ou useM
HoD satisfie+ are !ou Dit$ t$e connection s.ee+M
HoD satisfie+ are !ou Dit$ t$e a8iit! of !our .rinter to
.rint +irect! from t$e De8M
87 HoD satisfie+ are !ou Dit$ t$e a8iit! to +oDnoa+ from
t$e De8 to !our oDn .c or +iscsM
H7 HoD eas! is it to fin+ t$e +esire+ De8 siteM
107 HoD eas! is it to use De8 .a%e in*sM
117 HoD eas! is it to fin+ reevant informationM
i
i
i
i
i
i
i
i
i
i
i
i
i
i
i
i
i
i
i
i
i
i
i
i
i
i
i
i
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i
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i
i
i
i
127 "n avera%e .er internet visit D$at time +o !ou s.en+ on a s.ecific De8 siteM XminutesY
i
i
i
^1 i
i
1,5 i
i
i
26,15 i
i
i
16,20 i
i
i
_20
127 "n avera%e .er internet visit D$at time +o !ou sta! on t$e De8M XminutesY
^15 15,20 21,60 61,120 _120
1K7 "n avera%e .er Dee* D$at is t$e num8er of internet visitsM
^2 i 2,5 6,10 11,20 _20
86
157 In reation to t$e De8 sites !ou use:
&eft
#ease in+icate on a five
.oint scae t$e eBtent to
D$ic$ !ou fin+ t$e
fooDin% statements
im.ortant
1] not im.ortant
2]
2]neutra
K]
5]ver! im.ortant
Carit! of .ur.ose
1 2 2 K 5
17 T$e .ur.ose is cear
7
27
K7
:in+in% !our Da! on t$e
De8 site is eas!
Instructions are +irect!
avaia8e
T$e num8er an+ t!.e of
in*s are meanin%fu
0avi%ation is consistent
an+ stan+ar+i9e+
a $ome 8utton an+
8ac*5forDar+ 8utton are
avaia8e on ever! .a%e
*e.t to a minimum
De8
Ri%$t
#ease in+icate on a five
.oint scae t$e eBtent to
D$ic$ !ou are satisfie+
or +issatisfie+ Dit$ t$e
fooDin% statements
Ler! +issatisfie+]1
]2
0eutra]2
]K
Ler! satisfie+]5
1 2 2 K 5
i
i
i
i
i
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i
i
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i
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-esi%n
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i
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57
67
i
i
i
i
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i
i
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i
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i
i
i
i i 37 A stan+ar+ navi%ation 8ar) i
i
i
i
i
i
i
i
i
i
i
i
i
i
i
i
i
i
i
i
i
i 87 ".enin% of neD screens is i
i H7 It is eas! to .rint from t$e
i
i
i
107 Information is foun+ Dit$
a minimum of cic*s
117 T$ere are De
.ro%ramme+ searc$ o.tions
127 :orms to enter .ersona
+etais are sef eB.anator!
i
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i
i
i
i
i
i
i
i
i
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83
i
i
i
i
Communication
i i i i i
127 Scroin% t$rou%$ .a%es
an+ teBt is *e.t to a
minimum
1K7 Coors) .ictures an+
ima%es are consistent)
reevant an+ cear
157 Ce8 site animations are
meanin%fu
167 T$e securit! .oic! is
accessi8e
137 T$e .rivac! .oic! is
accessi8e
187 T$e De8 site contains
com.an! +etais
1H7 EBterna vai+ation of
trustDort$iness is im.ortant
207 /ran+ ima%e is im.ortant
i i i i i
i i i i i i i i i i
i i i i i i i i i i
Reia8iit!
i
i
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i
Service an+ :re6uent! As*e+ Questions
217 An emai a++ress fori i i i i
6ueries an+ com.aints is
.rovi+e+
i i i i i
i
i
i
i
i
i
i
i
i
i
227 Queries or com.aints are
resove+ Dit$in 2K $ours
227 (ser fee+8ac* is sou%$t to
measure customer
satisfaction
2K7 Information is .rovi+e+ to
:re6uent! As*e+ Questions
an+ ansDers
257 T$e :re6uent! As*e+
Questions an+ ansDers
contain in*s t$at ta*e t$e
user to t$e reevant .a%eFsG
i
i
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i i i i i i i i i i
i i i i i i i i i i
88
Accessi8iit! an+ s.ee+
i
i
i
i
i
i
i
i
i
i
i
i
i
i
i
i
i
i
i
i
267 2K B 3 B 265 user
accessi8iit!
237 #a%e avaia8iit!
information is %iven on entr!
287 Access is fast
2H7 <ra.$ics an+ animations
+o not +etract from use
207 :u .ro+uct or service
c$aracteristics are avaia8e
217 :u +etais of .ro+uct or
service .ricin% are avaia8e
is avaia8e t$rou%$out t$e
8u!in% .rocess
i
i
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#ro+uct or service c$oice
i
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i
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i
i
i
i
i
i
i
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i
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i
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i
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i
i
i i 227 Re6uire+ stoc* information i
"r+er confirmation
i
i
i
i
i
i
i
i
i
i
i
i
i
i
i
227 TaB an+5or ot$er c$ar%es
are cear! +etaie+
2K7 Terms an+ con+itions of
saes are accessi8e
257 Access to antici.ate+
+eiver! times is avaia8e at
a times
267 T$e user can ma*e a
.urc$ase Dit$out De8 site
re%istration
237 -ifferent .a!ment o.tions
are state+ cear!
287 7 A com.ete overvieD of
t$e or+er is .resente+ 8efore
fina .urc$ase +ecision
2H7 A reevant or+er
confirmation +etais are sent
8! e,mai Dit$in 2K $ours
i
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i
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#ro+uct .urc$ase
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8H
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K07 "r+er trac*in% +etais are
avaia8e unti +eiver!
K17 "r+er canceation an+
return +etais are confirme+
Dit$in t$ree +a!s
K27 T$e re%istration .rocess is
sim.e
are retaine+
i
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(ser reco%nition
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i K27 Re%istration .rocess +etais i
i
KK7 T$e $ome .a%e features
o.tions for neD an+
re%istere+ users
K57 A customer .atform is
.rovi+e+ for eBc$an%e of
i+eas
K67 &in*s are .rovi+e+ to
.a%es on reate+ .ro+ucts
an+ services
K37 Searc$es on reate+ sites
are .rovi+e+ Fe7%7 a
fi%$t5$ote searc$ on trave
sites G
De8 site an+ t$e information
is retaine+ Fe7%7 seat an+ mea
.references on trave sitesG
KH7 Ce8 sites t$at focus on
8ran+ aDareness $ave a store
ocator
507 T$e user is invite+ into a
fre6uent 8u!er .ro%ram
517 T$e De8 site offers free
s$i..in% an+ $an+in% Dit$in
a set of rues
i
EBtra service
i i i i i i i i i i
i i i i i i i i i i
i i i i i i i i i i
i i i i i K87 T$e user can customi9e t$e i i i i i
i i i i i i i i i i
:re6uent 8u!er incentives
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H0
A..en+iB II: Ta8es
Ta8e 13: 0um8er of res.on+ent 8! %en+er
Lai+ :emae
Mae
Tota
S!stem
Tota
:re6uenc!
2K5
K82
323
2
320
#ercent
2276
6670
HH76
7K
10070
Missin%
Ta8e 18: 0um8er of res.on+ents 8! :ie+ of e+ucation
Lai+ En%ineerin%
Me+icine
Socia Science
&aD
Accountin%
Mar*etin%
Mana%ement
"t$ers
Tota
:re6uenc!
K08
1H
H
3
28
13
25
203
320
#ercent
557H
276
172
170
278
272
K78
287K
10070
Ta8e 1H: 0um8er of res.on+ents 8! a%e
Lai+ ^21
21,25
26,20
21,25
_26
Tota
S!stem
Tota
:re6uenc!
12
20
H2
22K
260
328
2
320
#ercent
176
K71
1276
K578
2576
HH73
72
10070
Missin%
H1
Ta8e 20: im.ortance of an+ satisfaction Dit$ as.ects of De8 6uait!
Ran*e+ Dit$ $i%$est scores on im.ortance
1
2
2
K
5
6
3
8
H
10
11
12
12
1K
15
16
13
18
1H
20
21
22
22
2K
25
26
23
28
2H
20
21
22
22
2K
25
26
23
28
2H
K0
K1
K2
Access is fast
Information is foun+ Dit$ a minimum of cic*s
2K B 3 B 265 user accessi8iit!
/ran+ ima%e is im.ortant
:in+in% !our Da! on t$e De8 site is eas!
T$e .rivac! .oic! is accessi8e
T$e securit! .oic! is accessi8e
T$ere are De .ro%ramme+ searc$ o.tions
Instructions are +irect! avaia8e
A stan+ar+ navi%ation 8ar) a $ome 8utton an+ 8ac*5forDar+ 8utton
are avaia8e on ever! .a%e
T$e user can customi9e t$e De8 site an+ t$e information is retaine+
Fe7%7 seat an+ mea .references
Coors) .ictures an+ ima%es are consistent) reevant an+ cear
0avi%ation is consistent an+ stan+ar+i9e+
<ra.$ics an+ animations +o not +etract from use
:u +etais of .ro+uct or service .ricin% are avaia8e
".enin% of neD screens is *e.t to a minimum
T$e De8 site offers free s$i..in% an+ $an+in% Dit$in a set of rues
Terms an+ con+itions of saes are accessi8e
A com.ete overvieD of t$e or+er is .resente+ 8efore fina .urc$ase
+ecision
Access to antici.ate+ +eiver! times is avaia8e at a times
Queries or com.aints are resove+ Dit$in 2K $ours
(ser fee+8ac* is sou%$t to measure customer satisfaction
T$e re%istration .rocess is sim.e
#a%e avaia8iit! information is %iven on entr!
T$e De8 site contains com.an! +etais
Information is .rovi+e+ to :re6uent! As*e+ Questions an+ ansDers
T$e :re6uent! As*e+ Questions an+ ansDers contain in*s t$at ta*e
t$e user to t$e reevant .a%eFsG
T$e num8er an+ t!.e of in*s are meanin%fu
Scroin% t$rou%$ .a%es an+ teBt is *e.t to a minimum
T$e .ur.ose is cear
:u .ro+uct or service c$aracteristics are avaia8e
Re%istration .rocess +etais are retaine+
"r+er trac*in% +etais are avaia8e unti +eiver!
Re6uire+ stoc* information is avaia8e t$rou%$out t$e 8u!in%
.rocess
Searc$es on reate+ sites are .rovi+e+ Fe7%7 a fi%$t5$ote searc$ on
trave sites G
EBterna vai+ation of trustDort$iness is im.ortant
"r+er canceation an+ return +etais are confirme+ Dit$in t$ree +a!s
A reevant or+er confirmation +etais are sent 8! e,mai Dit$in 2K
$ours
:orms to enter .ersona +etais are sef eB.anator!
TaB an+5or ot$er c$ar%es are cear! +etaie+
Ce8 site animations are meanin%fu
It is eas! to .rint from t$e De8
Im.ortanc
e mean
Satisfaction
mean
-eta
S,I
K72HK
K7186
K7156
K7105
K710K
K7032
K7025
27H3H
27H68
27H53
27H56
27H50
27H1H
27H12
278H0
27881
27835
27865
27852
27821
2782K
27812
27811
2738H
27338
27365
27358
27356
27322
27328
27322
27321
276H1
27688
27638
27636
2763K
27632
27663
276K6
27622
27606
276K8
27651
27H80
278K0
27625
27566
272H2
27318
27633
27H02
27858
27812
27616
27803
27363
2768H
278K1
275H1
27822
2735
27682
27550
27823
2738K
275HK
27660
27332
275K1
27622
27H23
2768H
27888
27H
2761H
27380
27531
27323
27851
27658
275K1
27512
27KH3
,0765
,075K
,0718
,0726
,07K3
,0751
,076K
,0726
,072H
,0706
,0710
,071K
,0720
,0711
,0712
,071H
,0702
,0723
,0702
,0708
,071K
,0726
0702
,0701
,0718
,0710
0702
,0721
,0710
0721
,0702
0713
0721
,0703
0710
,0710
0705
0718
,0701
,0710
,0712
,0711
H2
K2
KK
K5
K6
K3
K8
KH
50
An emai a++ress for 6ueries an+ com.aints is .rovi+e+
-ifferent .a!ment o.tions are state+ cear!
T$e $ome .a%e features o.tions for neD an+ re%istere+ users
A customer .atform is .rovi+e+ for eBc$an%e of i+eas
Ce8 sites t$at focus on 8ran+ aDareness $ave a store ocator
T$e user is invite+ into a fre6uent 8u!er .ro%ram
&in*s are .rovi+e+ to .a%es on reate+ .ro+ucts an+ services
T$e user can ma*e a .urc$ase Dit$out De8 site re%istration
27605
2753H
2755H
27558
27506
27K82
27K6H
27228
27360
2730K
2753K
27813
27652
2731K
276K8
27600
0715
0712
0701
0726
0715
0722
0718
0726
Ta8e 21: Im.ortance of SERLQ(A& factors
Im.ortance
mean
Reia8iit!
A com.ete overvieD of t$e or+er is .resente+ 8efore fina .urc$ase +ecision
TaB an+5or ot$er c$ar%es are cear! +etaie+
-ifferent .a!ment o.tions are state+ cear!
A reevant or+er confirmation +etais are sent 8! e,mai Dit$in 2K $ours
Access to antici.ate+ +eiver! times is avaia8e at a times
Terms an+ con+itions of saes are accessi8e
"r+er trac*in% +etais are avaia8e unti +eiver!
"r+er canceation an+ return +etais are confirme+ Dit$in t$ree +a!s
:u +etais of .ro+uct or service .ricin% are avaia8e
T$e re%istration .rocess is sim.e
:u .ro+uct or service c$aracteristics are avaia8e
Re%istration .rocess +etais are retaine+
T$e De8 site offers free s$i..in% an+ $an+in% Dit$in a set of rues
Access is fast
T$e user can ma*e a .urc$ase Dit$out De8 site re%istration
Tan%i8es
:in+in% !our Da! on t$e De8 site is eas!
Information is foun+ Dit$ a minimum of cic*s
0avi%ation is consistent an+ stan+ar+i9e+
T$ere are De .ro%ramme+ searc$ o.tions
Instructions are +irect! avaia8e
".enin% of neD screens is *e.t to a minimum
Em.at$!
&in*s are .rovi+e+ to .a%es on reate+ .ro+ucts an+ services
Searc$es on reate+ sites are .rovi+e+ Fe7%7 a fi%$t5$ote searc$ on trave sites G
A stan+ar+ navi%ation 8ar) a $ome 8utton an+ 8ac*5forDar+ 8utton are avaia8e on ever!
.a%e
It is eas! to .rint from t$e De8
Assurance
T$e securit! .oic! is accessi8e
T$e .rivac! .oic! is accessi8e
EBterna vai+ation of trustDort$iness is im.ortant
T$e De8 site contains com.an! +etais
/ran+ ima%e is im.ortant
#a%e avaia8iit! information is %iven on entr!
T$e user is invite+ into a fre6uent 8u!er .ro%ram
A customer .atform is .rovi+e+ for eBc$an%e of i+eas
Res.onsiveness
T$e :re6uent! As*e+ Questions an+ ansDers contain in*s t$at ta*e t$e user to t$e reevant
.a%eFsG
2736K23
27852
276K6
2753H
27632
27821
27865
276H1
2763K
278H0
27811
27322
27321
27835
K72HK
27228
K700613
K710K
K7186
27H1H
27H3H
27H68
27881
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