Gap Analysis of E-Service Quality in Kerala’s Online Fish Buying Platforms

To effectively adopt technology intervention in online sales of fish, the marketers need to understand the determinants of consumer behaviour in buying fish online with a special focus on the major determinants of E-service quality (e-SQ) . Through GAP analysis, the study examines the importance of attributes of e-service quality such as efficiency, fulfilment, system availability, privacy, responsiveness, communication and food quality, in determining the customer satisfaction levels on online platforms for buying fish. Data from 504 respondents were analysed to understand the perceived importance and satisfaction level of these attributes on a 5 -point scale. Factor analysis was used in the study to find the underlying dimensions of e-SQ, while gap analysis was used to compare the importance and satisfaction levels of these attributes. The result reveals that all the seven attributes were considered by the target market to be highly important. The GAP analysis results shows that fulfilment and food quality have the highest satisfaction, while efficiency and communication have the smallest gaps between perceived importance and actual satisfaction. The findings underscore the need for online fish retailers to focus on these dimensions to improve customer satisfaction and drive sales growth. The study identified the determinants of E-service quality in online fish purchasing, which remains an underexplored area. The findings are actioned satisfaction, contributing to the research in e-commerce within perishable food product markets.