Tuning an Online Shop: Consumer Reactions to E-tailers' Service Quality
AbstractThis paper investigates the impact of service quality in e-tailing on site visits and consumer demand (approximated by the last-click- through concept). We use a large representative data set obtained from a price-comparison site which covers most of the national (Austrian) market on e-tailing. Customers' valuations for a broad range of 15 dif- ferent service characteristics are condensed by factor analysis. Negative binomial regressions analysis is used to measure the impact of princi- pal factors for service quality on referral requests to online shops and last-click-throughs for different product categories.
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Bibliographic InfoPaper provided by Department of Economics, Johannes Kepler University Linz, Austria in its series Economics working papers with number 2009-05.
Length: 28 pages
Date of creation: Jun 2009
Date of revision:
e-commerce; price comparison; horizontal service differentiation;
Find related papers by JEL classification:
- M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
- L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
- L25 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Firm Performance
This paper has been announced in the following NEP Reports:
- NEP-ALL-2009-07-11 (All new papers)
- NEP-ICT-2009-07-11 (Information & Communication Technologies)
- NEP-MKT-2009-07-11 (Marketing)
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