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Service Quality In Online Marketing: Customers Centric Analysis

Author

Listed:
  • P. DURKASREE

    (Manonmaniam Sundaranar University Tiruvelveli, India)

  • M. RAMESH

    (Manonmaniam Sundaranar University Tiruvelveli, India)

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.

Suggested Citation

  • P. Durkasree & M. Ramesh, 2011. "Service Quality In Online Marketing: Customers Centric Analysis," Perspectives of Innovation in Economics and Business (PIEB), Prague Development Center, vol. 7(1), pages 27-34, January.
  • Handle: RePEc:pdc:jrpieb:v:7:y:2011:i:1:p:27-34
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    Cited by:

    1. Robert Stefko & Radovan Bacik & Igor Fedorko & Richard Fedorko, 2015. "An Analysis Of Perceived Topicality Of Website Content Influence In Terms Of Reputation Management," Polish Journal of Management Studies, Czestochowa Technical University, Department of Management, vol. 12(1), pages 177-185, DEcember.

    More about this item

    Keywords

    Online marketing; customer satisfaction; service quality.;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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