1. Services Quality Dimensions of Internet Retailing: An Exploratory Analysis By: Zhilin Yang Robin T. Peterson Shaohan Cai Presented by: Isabel Mosqueda Article 10

2. Purpose/Objective To extend what is known about service quality in terms of the context of internet retailing. To extend what is known about service quality in terms of the context of internet retailing. When properly utilized, the internet can be an effective device for maintaining superior service offerings and creating a higher standard in the retail sector. When properly utilized, the internet can be an effective device for maintaining superior service offerings and creating a higher standard in the retail sector.

3. Purpose/Questions What dimensions do customers perceive to be essential in providing service quality for online purchasing? What dimensions do customers perceive to be essential in providing service quality for online purchasing? Which service quality attributes operate mainly as satisfiers and which essentially create consumer dissatisfaction? Which service quality attributes operate mainly as satisfiers and which essentially create consumer dissatisfaction? What recommendations can be advanced to improve the service quality of online purchasing and, in turn, buyer satisfaction. What recommendations can be advanced to improve the service quality of online purchasing and, in turn, buyer satisfaction.

4. Previous Work Key services quality dimensions in traditional retailing Key services quality dimensions in traditional retailing Parasuraman, A. (1985): Parasuraman, A. (1985): 10 Dimensions: 10 Dimensions: Tangibles Tangibles Reliability Reliability Responsiveness Responsiveness Communication Communication Credibility Credibility Security Security Competence Competence Courtesy Courtesy Understanding the customer Understanding the customer Access Access Parasuraman, A. (1988): 5 Dimensions: Tangibles Reliability Responsiveness Assurance Empathy Developed a global measurement for service quality (SERVQUAL)

5. Previous Work Hedvall & Paltschik (1989): Hedvall & Paltschik (1989): Identified 2 innovative dimensions: Identified 2 innovative dimensions: “willingness and ability to serve” “willingness and ability to serve” “physical and psychological access” “physical and psychological access” Dabholkar, P.A. (1996): Dabholkar, P.A. (1996): 5 Dimension scale measuring service quality: 5 Dimension scale measuring service quality: Physical aspects Physical aspects Reliability Reliability Personal interaction Personal interaction Problem solving Problem solving Policy Policy Siu and Cheung (2001): Siu and Cheung (2001): 6 Dimension scale measuring service quality: 6 Dimension scale measuring service quality: Personal interaction Personal interaction Policy Policy Physical appearance Physical appearance Promise Promise Problem solving Problem solving Convenience Convenience

6. Previous Work Mehta, S.C. (2000): Mehta, S.C. (2000): Two settings Two settings Service-intensive retailing Service-intensive retailing Goods-intensive retailing Goods-intensive retailing

7. Previous Work Service quality dimensions & internet commerce Service quality dimensions & internet commerce Hoffman & Novak (1997): Hoffman & Novak (1997): Personalization is required for internet firms to conceptualize the internet as a unique consumer marketplace. Personalization is required for internet firms to conceptualize the internet as a unique consumer marketplace. Griffith & Krampf (1998): Griffith & Krampf (1998): Investigated websites of top 100 retailers Investigated websites of top 100 retailers Lack of prompt responsiveness – most common negatively reaction from consumers. Lack of prompt responsiveness – most common negatively reaction from consumers. Cox & Dale (2001): Cox & Dale (2001): Proposed that traditional dimensions, don’t apply to internet retailing, such as: Proposed that traditional dimensions, don’t apply to internet retailing, such as: Competence Competence Courtesy Courtesy Cleanliness Cleanliness Comfort & friendliness Comfort & friendliness Helpfulness Helpfulness Care Care Commitment Commitment Flexibility Flexibility

8. Previous Work Zeithaml, V.A. (2001): Zeithaml, V.A. (2001): 13 internet service quality dimensions: 13 internet service quality dimensions: Reliability Reliability Responsibility Responsibility Access Access Flexibility Flexibility Access Access Flexibility Flexibility Ease of navigation Ease of navigation Efficiency Efficiency Assurance/trust Assurance/trust Security Security Price knowledge Price knowledge Site aesthetics Site aesthetics Customization/personalization Customization/personalization Yang, Z. (2001): Yang, Z. (2001): 19 dimensions sorted into 3 categories: 19 dimensions sorted into 3 categories: Product cost and availability Product cost and availability Customer service Customer service Online information systems Online information systems

9. Previous Work Doll & Torkzadeh (1988): Doll & Torkzadeh (1988): 5 quality dimensions influencing end-user satisfaction: 5 quality dimensions influencing end-user satisfaction: Content Content Accuracy Accuracy Format Format Ease of use Ease of use Timeliness Timeliness Rice, M. (1997): Rice, M. (1997): Reasons that induced users to revisit website: Reasons that induced users to revisit website: Content Content Layout Layout Ease of locating information Ease of locating information Ease of navigation Ease of navigation Emotional experience Emotional experience Balfour, A. (1998): Reasons that induced users to revisit website: Transaction security Personal information privacy Dellaert & Kahn (1999): Negatively affected consumers: Download waiting time Liu & Arnett (2000): Reasons that induced users to revisit website: Information quality System use System design quality

10. Previous Work Negative and positive attributes Negative and positive attributes Johnston, R. (1997): Johnston, R. (1997): Classified all dimensions into 3 factors: Classified all dimensions into 3 factors: Satisfied Satisfied Dissatisfied Dissatisfied Dual factors Dual factors Mittal, V. (1998): Mittal, V. (1998): Positive performance: Positive performance: Less impact on overall consumer satisfaction than negative performance Less impact on overall consumer satisfaction than negative performance

11. Methodology Study of content analysis of consumer reviews related to their online purchasing experience Study of content analysis of consumer reviews related to their online purchasing experience 3 criteria established to collect samples: 3 criteria established to collect samples: Consumers allowed to rate & review their online shopping experience Consumers allowed to rate & review their online shopping experience Consumers should not be financially motivated to express their opinions favoring the reviewed companies Consumers should not be financially motivated to express their opinions favoring the reviewed companies Consumers should be encouraged to post both satisfied & dissatisfied reviews Consumers should be encouraged to post both satisfied & dissatisfied reviews Ratingwonders.com & gomez.com met all criteria for survey/study Ratingwonders.com & gomez.com met all criteria for survey/study 1078 useful consumer anecdotes 1078 useful consumer anecdotes Anecdotes classified into 2 categories: Anecdotes classified into 2 categories: Satisfied attributes Satisfied attributes Dissatisfied attributes Dissatisfied attributes

12. Methodology The coding process: The coding process:

13. Results Study identified 14 dimensions of service quality Study identified 14 dimensions of service quality Responsiveness Responsiveness Credibility Credibility Ease of use Ease of use Reliability Reliability Convenience Convenience Communication Communication Access Access Competence Competence Courtesy Courtesy Personalization Personalization Continuous improvement Continuous improvement Collaboration Collaboration Security/privacy Security/privacy aesthetics aesthetics Identified 42 sub-dimensions in internet retailing Identified 42 sub-dimensions in internet retailing 85.4% were satisfying anecdotes 85.4% were satisfying anecdotes 87.5% were dissatisfying anecdotes 87.5% were dissatisfying anecdotes

14. Conclusion Initial step to improve service quality: Initial step to improve service quality: Listen to the customers Listen to the customers Management should focus on key dimensions to increase satisfaction: Management should focus on key dimensions to increase satisfaction: Responsiveness Responsiveness Credibility Credibility Ease of use Ease of use Reliability Reliability Convenience Convenience Access Access Reduce dissatisfaction & increase customer satisfaction: Reduce dissatisfaction & increase customer satisfaction: Prompt delivery & prompt response to customer’s concerns and e-mail inquires Prompt delivery & prompt response to customer’s concerns and e-mail inquires Online retailers should fulfill all vital functions customers required: Online retailers should fulfill all vital functions customers required: Design user friendly pages Design user friendly pages Adequate information retrieval speed. Adequate information retrieval speed. The study conducted has 2 possible shortcomings: The study conducted has 2 possible shortcomings: Obtaining biased results from self-selected sample of internet consumers might be higher than is desirable. Obtaining biased results from self-selected sample of internet consumers might be higher than is desirable. Consumer complaints & complements generally reflect extreme satisfaction & dissatisfaction, but did not identify neutral factors. Consumer complaints & complements generally reflect extreme satisfaction & dissatisfaction, but did not identify neutral factors.