Assessing Customer Perceptions of Website Service Quality in Digital Marketing Environments

Topics:
Internet Market Research
Tags:
E-commerce Literature,
Internet,
Marketing,
Marketing Research,
Service Quality,
Web Site,
Web Site Development,
Web Technology
Source:
Idea Group

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Overview: The e-commerce literature has rarely addressed the measurement of customer perceptions of website service quality in digital marketing environments. It is argued that the current SERVQUAL and IS-SERVQUAL instruments need to be refined and validated to fit the digital marketing environment, as they are targeted primarily towards either traditional retailing or information systems contexts. This article validates and refines a comprehensive model and instrument for measuring customer-perceived service quality of websites that market digital products and services.

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Format: PDF | Size: 147KB | Date: Apr 2003 | Pages: 18

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