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Service Quality In Online Marketing: Customers Centric Analysis

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  • P. DURKASREE

    (Manonmaniam Sundaranar University Tiruvelveli, India)

  • M. RAMESH

    (Manonmaniam Sundaranar University Tiruvelveli, India)

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    Abstract

    In this ICT age, we have witnessed a substantial growth of internet based services. One of the key challenges of the online as a service delivery channel is how they manage service quality, which holds a significant importance to customer satisfaction. The purpose of this study was to gain a better understanding of the service quality dimensions that affect customer satisfaction in online marketing from a customer perspective. The data were collected through a questionnaire with 127 online shoppers. Exploratory factor analysis was conducted to narrate the important service quality factors in online marketing. This study identifies seven service quality dimensions having a strong impact on customer satisfaction.

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    Bibliographic Info

    Article provided by Prague Development Center in its journal Perspectives of Innovation in Economics and Business (PIEB).

    Volume (Year): 7 (2011)
    Issue (Month): 1 (January)
    Pages: 27-34

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    Handle: RePEc:pdc:jrpieb:v:7:y:2011:i:1:p:27-34

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    Related research

    Keywords: Online marketing; customer satisfaction; service quality.;

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