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2006:58
M A S T E R' S T H E S I S
CustomerSatisfactionServiceQuality inOnlinePurchasing inIran
Ranaostaghel
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Lule Univers ity ofTechnology
MasterThesis, Continuation CoursesMareting an! e"co##erce
$e%art#ent of&usinessA!#inistration an! Social Sciences$iv
ision ofIn!ustrial #areting an! e"co##erce
2006 :58 ! IS S": #65$!0#8% ! IS R" : &'(! P) !*+
!!06,58!!S*
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2006
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The customers mind is still closed to us; it is ablack box that
remains sealed. We can observeinputs
totheboxandthedecisionsmadeasaresult,butwecannever know how the act
ofprocessinginputs trulyhappens
!ohn".#.$ateson
2
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Abstract
Thefin!ingsofthisresearchare#ostlyusefultothose3#anagers,
4e)
!esigners, etc(54ho inten! to%enetrate the Iranian#aret4ith
least cost,
ti#ean!energy(
Theresultsin!icatethe#osti#%ortant4e)6ualityfactors
through Iranian online sho%%ers7 %ers%ective( In the last fe4
years, a
significantgro4thhas)eennotice!intheInternet")ase!servicesinthe%ure
Internet )usinesses as 4ell as the tra!itional enter%rises,
4hich are
!evelo%ing their online services( .ne of the ey challenges of
online
)usinesses is ho4 they #anage service 6uality, 4hich hol!s a
significant
i#%ortancetocusto#ersatisfaction(
Ina!!itionofsuccessstories4eshoul!
)e a4are of%ro)le#s8 in year 2999 nearly :99 US online fir#s
4ere shut
!o4n, ;oon -un, 299?5( The%ur%oseof
thisresearch istoran the6uality factors%erceive!to)e#ost
i#%ortant in
relation to theuseofonlinesho%s(
The6uestionnaireutili*e!4as)ase!on
theSER@UAL instru#ent that i!entifies five6uality!i#ensions
inservice
environ#ents(
;
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Acknowledgements
-irst of all I .oul/ lie to e1ress my sincere gratitu/e to
mysuervisors3 4r oe6 &imayem at /ivision of In/ustrial areting
an/
*lectronic Commerce of &ule7 (niversity of 'echnology3
S.e/en3 for his
intelligent gui/ancean/helfula/vice/uringthe.holerocess3 an/4r
8mir
8l9a/vi at /ivision of In/ustrial *ngineering an/ *lectronic
Commerce of
'ar9iat o/ares (niversity3 Iran3 forhis very helfulsuorts
I .oul/lietothan allthearticiants .hocontri9ute/tomy .or3
not
:ust fortheirresonses3 9ut alsoforthegoo/suggestions they
ma/ean/their
in/hel
Secialthans tomy hus9an/3 family an/frien/s
fortheirconsi/eration
an/suort /uringalltherocess
Ranaostaghel-all!2005
?
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EMPIRICALDATAPRESENTATION
..............................................................................................
63
?( EM+IRICAL$ATA+RESE0TATI.0
((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((
((((((( F;?(< .@[email protected]+LE
((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((
((((((((((((((((((((( F;?(2
UA0TITATI@E$ATA+RESE0TATI.0(((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((
F?4.2.1 Sam+lean$Res+onserate
.......................................................................................
......... 54.2.2 escri+tivestatistics
...................................................................................................
...... 5
CHAPTER5.......................................................................................................
.................................... 70
DATAANALYSISANDCONCLUSION
....................................................................................
........ 70
( $ATAA0ALSISA0$C.0CLUSI.0
((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((
G9(<
THEM.STIM+.RTA0T$IME0SI.0S.SER@ICEUALIT((((((((((((((((((((((((((((((((((((((((((((((((((((((((((
G9(2
C.M+ARI0/DE&UALITACT.RS&ETDEE0IRA0IA0A0$AMERICA0CUST.MERS
(((((((((((((( G;(; THEM.ST IM+.RTA0TACT.RS.SER@UAL
((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((
GF(? IM+LICATI.0S .R +RACTITI.0ERS
(((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((
( GB( IM+LICATI.0S .R
THE.R(((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((
((((((((((((((((((((((( G:(F
IM+LICATI.0S.RURTHERRESEARCH((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((
G:
RESOURCES................................................................................................................
.......................... 81
APPENDIXI!UESTIONNAIRE.......................................................................................
................ 86APPENDIXIITA"LES
.....................................................................................................
.................. 91
F
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ListofTables'ale16'o+40E-retailersaccor$ingtot"eirsatisfactionscore............................
..............................
12'ale26'o+100Internetretailcom+anies
..........................................................................................
14'ale36'"esefirmslostmoneyefore+ayingover"ea$costs$uringt"e1,,,to2000.....................20
'ale46researc"strategies
........................................................................................................
...........
4&'ale56%eliability&tatistics.................................................................................................................55'ale6Satisfactionofres+on$ents#it"t"ee(ui+mentt"eyuse.........................................................
'ale6'"euseoft"e#e....................................................................................................
................
&'ale&6!esitesrane$yfre(uencyofvisits.....................................................................................&'ale,6t"eto+five#it""ig"estscoresofim+ortance
.........................................................................
&'ale106'"eottomfive#it"lo#estscoresofim+ortance..................................................................
,'ale116'"eto+tenofservice(ualityfactors#it""ig"estscoresofim+ortance..............
.................
2'ale126'"eottomtenofservice(ualityfactors#it"lo#estscoresofim+ortance
..........................3'ale136'"eto+ten#it""ig"estscoreonim+ortancefromIranianan$merican+ers+ective
........4'ale146'"eottomten#it"lo#estscoresofim+ortancefromIranianan$merican+ers+ective...
5'ale156Rane$SER)Qfactorsaccor$ingtot"eirim+ortancemean.........................................
'ale16'aired&lesTest...........................................................................................
................ 'ale167umerofres+on$entygen$er
...........................................................................................
,1'ale1&67umerofres+on$entsyiel$ofe$ucation........................................................................,1'ale1,6
7umerofres+on$entsyage
..............................................................................................
,1'ale206im+ortanceofan$satisfaction#it"as+ectsof#e(uality
...................................................
,2'ale216Im+ortanceofSER)Qfactors...............................................................................
..........,3
G
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ListofFiguresigure16Correlationet#eencustomers8e9+ectationsan$customersatisfaction...............................
1igure26conce+tualmo$elofservice(uality...................................................................................1&
igure36e+en$enceet#een(uality:satisfactionan$+rofitaility
...................................................
20igure46Customersatisfactioncontinuesim+rovement
......................................................................
2
igure56'"ecircleofsatisfaction.......................................................................................................
2igure6'"e/rinci+leof+re-stu$y
......................................................................................................
2&igure6Customersatisfactionmeasurementmet"o$
..........................................................................
2,igure&6;easuringcustomersatisfaction............................................................................................
2,igure,6Researc";o$elfort"entece$entsan$CustomerSatisfactionofCyerS"o++ingStorecustomerfocusmatri9..........................................................................
32igure116'"ee-serviceoffering
......................................................................................
....................
41igure126Relations"i+et#eenservice(ualityan$customersatisfactionase$onSER)Q......5,igure136/iec"art?numerofres+on$entsygen$er.............................................
...........................
igure146@arc"art?numerofres+on$entsase$ont"eire$ucationAsfiel$.....................................
igure156@arc"art?numerofres+on$entsyage.
...........................................................................
B
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Chapter
Introduction
1. Introduction
'"eacgroun$of t"eselecte$area is intro$uce$ in
t"efirstc"a+ter.'"en:
t"e+rolemarea#illene9t$iscusse$to+rovi$ea$ee+erun$erstan$ingaoutt"e
researc"areaforrea$er.'"e+rolem$iscussionsen$#it"aresearc"+roleman$a
s+ecificresearc"(uestion.Int"een$oft"isc"a+tert"econtriutionoft"isresearc"
isalso+resente$.
## !ackground
The )acgroun! ofthe research area is%rovi!e! in thissection( It
containsthe
general i!ea of e"co##erce an! online retailing as one of the
#a>or sectors in e"
co##erce in the co#%any ofa list ofto% ?9 e"retailers4ho have
the #ost satisfaction
scores in the 4orl! 3oresee, s%ring 2995( Lie4ise, a )rief
intro!uction of e"
co##erce situation in Iran is)rought here( Thissection also
!escri)esthe i#%ortance
ofservice 6uality an! it'srelationshi% 4ith
custo#ersatisfaction(
:
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"" #$commerce
There are #any !efinitions for e"co##erce( Dhat @la!i#ir 4ass
in
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co#%anies4oul! lea! usto )etterun!erstan!ing oftheirstrengthsan!
%o4ers( Larry
ree! has%rovi!e! an Internet Retailer7s list of to% ?9
Retailers)y salesvolu#e in
Ta)le < 4hich sho4s 4hose online revenue 4as greater in 299?
3Larry ree!,
oreSee Results, S%ring 2995( Custo#ers are life)loo! of an
organi*ation, so their
satisfaction is the to% goalsof the fir#s( In ta)le < to% ?9
e"retailers are rane! )y
theirsatisfaction score(
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T#$%&1T'(40E)*&+#,%&*-#'*/,+'+&,*-#+,-#+,'-'*&
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SourceLarryree!,299
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ro# ta)le < it is un!erstoo! that a#a*on(co#, ha! the
greatest volu#e of
online sales in 299?, !ell(co# an! office!e%ot(co#e are in the
secon! an! thir!
%ositionsres%ectively(
Co#%aniescoul! not follo4constant rulesto )e successful in
online #arets(
There is not a list of actions that lea! co#%anies to #ore
%rofit or #ore custo#er
satisfaction( /oo!s are #ostly availa)le 4ith goo! 6ualities,
%rices are very
co#%etetive no4a!ays, so )eing the )est in the #aret an!
re#aining in that %lace is
not easily %ossi)le( Innovative strategiesshoul! )e taen
forcusto#errelationshi%s,
4e) site !esigning, aftersalesservice an! so on to survive in
cy)er#arets(
Richar! A( ein)erg, an! Ra>esh 1a!a# an! Leigh Hoa#a, have
%rovi!e!to%
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T#$%&2T'(100I+&*&+*&+#,%'(#,&-
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SourceRichar!A(ein)erg,an!Ra>esh1a!a#an!LeighHoa#a,2992
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""( #$commerceinIran
In Iran Internet is use! #ostly in the universities for research
%ur%oses, the
Internet stations through out the cities are use! for very
li#ite! activities such as
checing e"#ailsan! #aing long !istance tele%hone calls(
Therefore the %enetration
of e"co##erce in Iran is in its early stages( The %roof for this
clai# is the EIU
3444(EIU(co#5 rating re%ort that in 2999 says' accor!ing to
econo#ic, financial
%olicies an! %olitical strategies a#ong F9 countries Iran is the
:th, )ase! on
teleco##unication infrastructures Iran has the Fth %lace an! for
the e"co##erce
Bth( .)viously E"co##erce is so#ething ne4 for this country8
ho4ever it7s
eK%ecte!to gro4stea!ily in the nearfuture(
&eing the follo4erin thisfiel!, 4e shoul! utili*e the
o%%ortunitiesan! avoi!
the riss( &y analy*ing the successstories an! fin!ing their
critical success factors,
an! alsostu!!ing the tren! ofon line retailers4hich have )een
vanishe!, 4e 4ill )e
in a )etter%osition to set our%oliciesan! strategies( There are
#any researches4hich
have )een !one in the fiel! ofonline retailing aroun! the 4orl!,
4hile #any retailers
launch their 4e)sites it is ti#e to lea! the# in the a%%ro%riate
4ay( Aca!e#iciansshoul! locali*e the foreigner7s results to hel%
Iranian fir#s to reach the 4orl!
stan!ar!s(
Here isso#e ofthe Iranian online retailers' 444 (c!a!eh(co# ,
444 (afta)(i r
, 444 (na # a)a*a r(net , 444 (softcity(i r, 444 (eta)a(co #,
444 (irane)oo s(co #,
444 (gooya)oos(co #, 444 (# oha ## a!)oo(co #, 444 (>ahant a
svir(co #,
444 (aryanata sh(co#, 444 (esho%) u il!er(ir, 444 (ghae # ()i*,
4 4 4(%a r!aht(co #,
444 (va seteh(co#
"") CustomerSatisfaction
To un!erstan! the i#%ortance of custo#er satisfaction, consi!er
these facts'
custo#ers4ith %ro)le#susually !on't react an! only ?=ofthe#
co#%lain8 nor#ally
a %erson 4ith %ro)le# tells: other%eo%le a)out it8 4hile
satisfie! custo#ers tell
other%eo%le a)out theirgoo! eK%eri#ent8 ee%ing a current
custo#ercostsa)out
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ofthe cost ofac6uiring a ne4custo#er8 retaining a current
e#%loyee costsone tenth
ofhiringan! training a ne4one(
These facts8 highlights the crucial role of satisfying
custo#ers4hich )rings
e#%loyee satisfaction8 hence, the %rofit #aKi#i*ation ofthe
co#%any(
Therefore, organi*ations nee! to un!erstan! that to 4hat eKten!
their
custo#ers 4oul! )e satisfy( Custo#er satisfaction in #areting
conteKt has s%ecific
#eanings' An!ers /ustafsson, Michael $( -ohnson, J Inger Roos
32995 )rought
custo#er satisfaction !efinition as custo#er's overall
evaluation of the !ate( This
satisfaction has%ositive influenceson retaining custo#ersa#ong
!ifferent variety of
services an! %ro!ucts( In service )ase! enter%rises8 service
6uality !irectly affectscusto#ersatisfaction(
Ingri! eciovaN, 3299?5 inter%rete! satisfaction as a feeling
4hich results
fro# a %rocessofevaluating 4hat 4asreceive! against that
eK%ecte!, the %urchase
!ecisionitselfan!orthe fulfill#ent ofnee!s4ant(
Satisfaction refersto achieving the things4e 4ant(
Ifsatisfaction inter%retsas
not going 4rong the fir# shoul! !ecrease co#%laint 4hich )y its
o4n is notsufficient( In or!er to satisfy custo#ers, co#%any shoul!
i#%rove its services an!
%ro!ucts( igure < illustrates correlation )et4een custo#ers'
eK%ectations an!
custo#ersatisfaction( Custo#ers4ith lesseK%ectation are #ore
satisfie!' co#%anies
)y a!!ing innovative features4oul! easily increase
custo#ersatisfaction( In contrast,
4hen custo#ersare una4are ofi#%rove#ents)ut critical oflossesin
eKisting 6uality
are lesssatisfie! an! eK%ect #ore(
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,*&1C'**&%#+,'$&+&&-+'&*-&(&+#+,'-#/-+'&*-#+,-#+,'S'6*&I*,/&:,;'2004
.ne of the #ain ingre!ients of success in the #aret %lace is
custo#er
satisfaction( -ochen Dirt* 3299;5 liste! the results of custo#er
satisfaction as
follo4s ' re%eat %urchase8 loyalty8 %ositive 4or!"of"#outh an!
Increase! long ter#
%rofita)ility(
Therefore, co#%anies shoul! #easure their custo#ers'
satisfaction to fortify
theirstrengthsan! i#%rove their4eanesses(
""* Service+uality
Aconce%tual #o!el ofservice 6uality, through e#%irical research,
!evelo%e!
)y +arasura#an et al( 3
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,*&2A'&(+#%'/&%'-&*
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Custo#er satisfaction is the ey factor !eter#ining ho4
successful the
organi*ation 4ill )e in custo#errelationshi%s3Reichhel!,
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,*&3D&(&/&&$&+&&?#%,+@>-#+,-#+,'#/(*',+#$,%,+@S'6*&I*,/&:,;'2004
USAT.$A3
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T#$%&3T&-&,*-%'-+'&@$&'*&(#@,'
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or ee%ing online retailers alive 4ith logical %rofits8 retaining
custo#ers
#ust )e the fore#ost ai#( Custo#ersatisfaction, as4e !iscusse!
)efore, hasthe #ost
i#%ortant effect on custo#ersticinessan! in or!erto narro4ing
!o4n 4e focuson
service 6uality asone ofthe custo#ersatisfaction7sfactors(
#$ 'esearch,roblemand'esearch+uestion
&ase! on %ro)le# !iscussion ourresearch %ro)le# isfor#ulate!
asfollo4s'
To un!erstan! the #ost i#%ortant !i#ensionsofservice 6uality
that affect custo#ersatisfaction in online %urchasing inIran(
R&-*!6&-+,'
&ase! on a)ove state! research %ro)le# the follo4ing
research 6uestion has
)een !evelo%e!'
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Chapter%
Literaturereview
2 Literaturereview
'"isc"a+ter#illgiveanovervie#ofliteraturean$mo$elst"atarerelate$to
t"eresearc"+rolem+resente$ in t"e+reviousc"a+ter.'"isc"a+ter#ill
intro$uce
t"e conce+ts of customer satisfaction: service (uality: relation
et#een customer
satisfactionan$service(uality:tra$itionalservice(uality$imensions:onlineservice
(uality$imensionsan$service(ualitymo$elofonline retailing
inor$er togivea
cleari$eaaoutt"eresearc"area.
2# CustomerSatisfaction
There are t4o %rinci%al inter%retations of satisfaction 4ithin
the literature of
satisfaction asa %rocessan! satisfaction asan outco#e 3+areran!
Mathe4s, 299u!g#ent concerning a s%ecific %urchase !ecision
3.liver,
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The #ost 4i!ely acce%te! #o!el, in 4hich satisfaction is a
function of
!isconfir#ation, 4hich in turn is a function of )oth
eK%ectations an! %erfor#ance
3.liver, ority of satisfaction stu!ies an! enco#%asses four
constructs eK%ectations, %erfor#ance, !isconfir#ation an!
satisfaction 3Caruana et
al., 29995( This#o!el suggeststhat the effectsofeK%ectationsare
%ri#arily through
!isconfir#ation, )ut they also have an effect through %erceive!
%erfor#ance, as#any
stu!ieshave foun! a !irect effect of %erceive! %erfor#ance on
satisfaction 3S%reng
an! +age, 299
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revie4, custo#er satisfaction is !efine! as the result of a
cognitive an! affective
evaluation, 4here so#e co#%arison stan!ar! is co#%are! to the
actually %erceive!
%erfor#ance( If the %erceive! %erfor#ance is less than eK%ecte!,
custo#ers 4ill )e
!issatisfie!( .n the other han!, if the %erceive! %erfor#ance
eKcee!s eK%ectations,
custo#ers 4ill )e satisfie!( .ther4ise, if the %erceive!
eK%ectations are #et 4ith
%erfor#ance, custo#ersare in an in!ifferent orneutral stage(
Custo#er satisfaction is !efine! as a custo#er7s overall
evaluation of the
%erfor#ance of an offering to !ate( This overall satisfaction
has a strong %ositive
effect on custo#er loyalty intentions across a 4i!e range of
%ro!uct an! service
categories3/ustafsson, 2995(
The satisfaction >u!g#ent isrelate! to all the
eK%eriences#a!e 4ith a certain
)usinessconcerning itsgiven %ro!ucts, the sales%rocess, an! the
after"sale service(
Dhether the custo#er is satisfie! after %urchase also !e%en!s on
the offer7s
%erfor#ance in relation to the custo#er7s eK%ectation( Custo#ers
for# their
eK%ectation fro# %ast )uying eK%erience, frien!s7 an!
associates7 a!vice, an!
#areters7an! co#%etitors7infor#ation an! %ro#ises31otler,
29995(
actors4hich !eter#ine the eKtent ofeK%ectationsare'
custo#ernee!s, total
custo#er value an! total custo#er cost( It is #entione! )y
researchers 4ho stu!y
custo#erchoice that choosing a %ro!uct orservice isonly one
ofthe stagescusto#ers
go through( A %urchase !ecision is influence! )y the )uyer7s
characteristics( These
inclu!e cultural, social, %ersonal an! %sychological factors( In
a!!ition to the )uyer7s
characteristics, a %urchase !ecision isinfluence! )y the
)uyer7s!ecision %rocess( The
ty%ical )uying %rocess !evelo%s through five stages' < ne4
recognition8 2
infor#ation search8 ; infor#ation evaluation8 ? %urchase
!ecision8 an! %ost"
%urchase evaluation 3Chaston, 299
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Although )uyers #ay si% or reverse so#e stages, )asically they
%ass
se6uentially through all five stages in )uying a %ro!uct( @alue
reflects 4hat
custo#ers!o in evaluating, o)taining, using an! !is%osing ofthe
%ro!uct orservice(
@alues can )e !efine! as %rinci%les or stan!ar!s of an
in!ivi!ual as a 4hole( They
reflect an in!ivi!ual >u!g#ent as to 4hat isvalua)le
ori#%ortant in life( Custo#er
!elivere! value isa result ofco#%arison oftotal custo#ervalue
4ith total custo#er
cost(
Infor#ation a)out the o%inion of the custo#erregar!ing a %ro!uct
orservice
is of essential i#%ortance, an! can )e o)taine! in several 4ays,
such as custo#er
surveys, %hone intervie4s, an! custo#er %anel !iscussions( It is
also i#%ortant to
#easure custo#erorientation continuously( 3Ra#%ersa!, 299
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,*&4C-+'&*-#+,-#+,''+,&-,(*'
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,*&5T&,*%&'-#+,-#+,'
2G
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%"" .hatweneedtomeasure/
.rgani*ations can un!erstan! the satisfaction of their custo#ers
through the
nu#)erof%ro)le# calls8 the nu#)erofco#%laints)y e"#ail, %hone,
etc(8 an!orthe
nu#)erofreturne! %ro!ucts3Derth, 2992 change! sentencesV5(
It is so#eho4 the #easure#ent of custo#er !issatisfaction 3no
satisfaction5
an! offers a %ossi)ility for the eli#ination of falls, not a
%ossi)ility for %ro!uct
!evelo%#ent an! %ro!uct innovation( Co#%anies shoul! gather an!
analy*e the
suita)le !ata, 4hich 4ill %rovi!e relevant infor#ation to real
custo#ersatisfaction( It
is i#%ortant to #easure the right things, i(e( 4hat is really
i#%ortant for the
custo#ers( There is the %ossi)ility of 4rong s%ecifications or
#isinter%retations of
4hat a custo#er actually 4ants 31eale, 299
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,*&6T&P*,,(%&'(*&)-+/@
orevaluation ofinfor#ation, 4hich 4e 4ill achieve )y %re"stu!y,
4e can use
the histogra#( The histogra# sha%e sho4sho4so#e 6uestions in the
6uestionnaire
4ere un!erstoo! )y res%on!ents( or eKa#%le' no"rectangular
!istri)ution #eans
2B
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#isun!erstan!ing a 6uestion, etc( After a si#%le %re"stu!y the
co#%anies can fin!
su%%ort for their assu#%tions an! si#ultaneously create a ne4,
#ore effective,
6uestionnaire( If4e have a set ofcusto#er!e#an!san!
eK%ectations4e can translate
the# into technical %ro!uct features )y using, e(g( the $
#etho!ology( @ery
i#%ortant also is!eter#ining the s%ecific features, 4hich #ean a
li#ite! nu#)erof
critical #easures in or!er to avoi! infor#ation overloa!( There
are various #etho!s
3variousa%%roaches5for3to5the #easure#ent
ofcusto#ersatisfaction(
The follo4ing figure illustrates so#e !ifferent in! of custo#er
satisfaction
#easure#ent( 3igure G an! igure B5
,*&7C-+'&*-#+,-#+,'-*&&+&+'/
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igure B' Measuring
custo#ersatisfactionSourceIngri!eciovaN,299?
Ho an! Du 3
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Logisticsupport
Technical
characteristics
Information CustomerSatisfactioncharacteristics
0omepagepresentation
,roductcharacteristics
igure : ' AResearch Mo!el forthe Antece!entsan!
Custo#erSatisfaction ofCy)er
Sho%%ing Store 3CSS5
S'6*&H'#/W61999
In this #o!el they eK%laine! Logistical Su%%ort #eans 6uic
res%onse to
custo#er7s nee!s, %rovi!ing co##unication channels 3i(e(, e"#ail
or faK5, 6uicly
!elivering goo!s for custo#ers, an! %rovi!ing after services(
Technology factors
in!icate #o!ern co#%uter an! net4or facilities an!
4ell"structure! infor#ation
syste#s( Infor#ation factors#eansrelia)le out%ut infor#ation an!
secure transaction(
Ho#e%age %resentation inclu!esease to use interface an! !etail
infor#ation ofgoo!s(
+ro!uct characteristicsin!icate variety ofgoo!san!
lo4er%ricesforgoo!s3Ho an!
Du
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;9
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There are so#e %ro)le#s 4ith ty%ical custo#er satisfaction
#easure#ent
techni6ues such as focus grou%s, survey #etho!ologies an!
custo#er satisfaction
soft4are( These inclu!e'
Analytical " concerne! 4ith techni6ues, for#al %roce!ures,
syste#s, an! soon8
)ehavioral " concerne! 4ith the attitu!es, )eliefs, %erce%tions,
#otivation,co##it#ent an! resulting)ehaviorofthe %eo%le involve! in
the %rocess8 an!
.rgani*ational " concerne! 4ith the organi*ational structure,
infor#ationflo4s, #anage#ent style an! cor%orate culture, i(e( the
conteKt in 4hich the
%rocessiscon!ucte! 3+iercy,
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has raise! custo#ers7 sensitivity to fast custo#er service( An
overvie4 of virtual
organi*ationsis%resente! )y A)oel#age! an! Tunca 3
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22 -imensionsanddeterminantsofservicequality
/roYnroos 3
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eK%erience online an! if relevant a %ositive eK%erience offline(
or eKa#%le, if a
custo#er )uys a %ro!uct through a co#%any7s De) site, then a
s#ooth running
syste# 4ill correctly translate that or!er an! %ay#ent, an!
!eliver the %ro!uct as
%ro#ise!( The thir! as%ect isfunctional 6uality 4hich #eansthe
#annerin 4hich the
service is !elivere!( As for /roYnroos 3ust as#uch
asfor)usinessesin the %hysical 4orl!( If
a custo#eris!issatisfie!, he orshe isunliely to visit that sho%
or)uy fro# the De)
site again( The lielihoo! ofnon %urchase isgreateron the
Internet !ue to the ease
4ith 4hich custo#erscan clic to a co#%etitor7sDe) site( Even
though thisty%e of
research ha! consi!ere! the #atter of custo#ers7 %erce%tion of
6uality, it 4as
+arasura#an et al( 3
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the custo#erservice o%tion oftele%hone ore"#ail isho4to re%ort
thisan! it ishere
that the co#%any7sa)ility to res%on! 4ell an! at a reasona)le
s%ee! is>u!ge!( Thisis
also relevant iffulfill#ent is%art ofthe service an! the
custo#erhasto sen! )ac an
ite# orit islate arriving(
+arasura#an et al( 3
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-ohnston 3
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custo#ersreceive, the )enefitsofusing the service( /roZnrooset
al( 329995%ro%ose
that forservicesoffere! on the Internet the tra!itional service
conce%t, consisting of
the core service, facilitating an! su%%orting services, nee!s to
)e eKten!e! 4ith a
fourth factor, the user interface( As note! )y /roZnroos et al(
329995, it is often
!ifficult to !ifferentiate )et4een facilitating an! su%%orting
services( Ater# that has
)een coine! to #ore generally !enote servicesthat are not %art
ofthe core service is
su%%le#entary services 3An!erson an! 0arus,
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the five %ro%ose! in the SER@UAL #o!el 3+arasura#an et al(,
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stan!ar! 3eitha#l et al(, 29995E#%irical stu!ieshave
!e#onstrate! that consu#er
)enefits of using SST inclu!e convenience 3Meuter et al(, 29998
Reichhel! an!
Schefter, 29998 S*y#ansi an! Hise, 29998 eitha#l et al(, 29995,
saving ti#e an!
#oney 3Meuter et al(, 29995, avoi!ing inter%ersonal interaction
3$a)holar,
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igure
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)usiness, either )y in!ivi!ual co#%anies or consulting fir#s
that sell the scales to
)usinesses( Many of these #easures are a! hoc an! have not )een
vali!ate!,
%otentially lea!ing to %oor#anagerial !ecisions( Aca!e#ic
researchersare starting to
4or in this area, )ut no co#%rehensive scale has)een %u)lishe!
that ca%tures the
!i#ensionsan! attri)utesin a rigorousan! %sycho#etrically soun!
4ay( Thislea!sto
confusion 4hen #anager are trying to i#%rove electronic service,
for service
co#%onents#ust )e fully un!erstoo! fro# the custo#er7s%oint
ofvie4 to i#%rove
%erce%tions( The scales an! #easures !evelo%e! )y consulting
fir#san! )usinesses
!iffer in their!i#ensionsan! attri)utes, an! #ost aca!e#ic 4or
has focuse! on a
li#ite! set ofvaria)lesratherthan a full vie4ofelectronic
service 6uality 3@alarie A(
eitha#l, 29925(
The !i#ensionsofe"service 6uality +arsu, Arvin! an! @alerie
eith#al have
focuse! on conce%tuali*ing an! #easuring e"S, an! %articularly
in !eter#ining the
!i#ensions of the construct( They use! a three"stage %rocess
involving eK%loratory
focusgrou%sfollo4e! )y t4o %hasesofe#%irical !ata collection an!
analysis( Their
research in!icatesthat e"Shasseven !i#ensionsthat for# t4o
scales' a core e"S
scale an! a recovery scale( our!i#ensionsO efficiency,
relia)ility, fulfill#ent, an!
%rivacy O for# the core e"Sscale that can )e use! to #easure
custo#er%erce%tionsofservice 6uality( These !i#ensionsan!
their!efinitionsare' 3
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conce%tuali*e! these !i#ensions as constituting e"S recovery(
The recovery"S
scale inclu!esthe 77%ersonal service77as%ects'
3
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Chapter(
'esearch3ethodology
$ Methodology
'"isc"a+ter#ill+resent$etaile$i$eaaoutt"eresearc"#illecon$ucte$.
'"is inclu$es t"e+ur+ose of t"e researc": researc" a++roac":
researc"strategy:
sam+leselection
met"o$s:$atacollectionmet"o$san$$ataanalysismet"o$s.tt"e
en$oft"ismet"o$ology+artvali$ityan$reliailityissues#ille$iscusse$tofollo#
t"e (uality stan$ar$s of t"e researc". '"en frame of reference
#"ic" rings a
t"oroug"roa$ma+ofstu$yis+rovi$e$ne9t.
$# 'esearch,urpose
Early in any research stu!y, one facesthe tas ofselecting the
s%ecific !esign
to use( Anu#)erof !ifferent !esign a%%roaches eKist )ut,
unfortunately, no si#%le
??
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classification syste# !efines all the various that #ust )e
consi!ere! 3Coo%er J
Schin!ler, 299;5(
Research can )e classifie! in ter#sof their%ur%ose( Accor!ingly,
Saun!ers,
Le4isJ Thornhil 3299;5#entione! that they are #ost often
classifie! eK%loratory,
!escri%tive or eK%lanatory 4hile Coo%er an! Schin!ler 3299;5
categori*e! in
!escri%tive an! causal( This 4ay the essential !ifference
)et4een !escri%tive an!
causal stu!ies lies in their o)>ectives( If the research is
concerne! 4ith fin!ing out
4ho, 4hat, 4here, 4hen, or ho4 #uch, then the stu!y is
!escri%tive( In a causal
stu!y, 4e try to eK%lain relationshi%sa#ong varia)les(
EK%loratory research isuseful 4hen the research 6uestionsare
vague or4henthere is little theory availa)le to gui!e %re!ictions(
At ti#es, research #ay fin! it
i#%ossi)le to for#ulate a )asic state#ent of the research
%ro)le#( EK%loratory
research is use! to !evelo% a )etter un!erstan!ing 3Hair,
&a)in, Money J Sa#oel
299;5( EK%loratory stu!iesare a valua)le #eansoffin!ing out 4hat
isha%%ening, to
see ne4 insight, to as 6uestions an! to assess %heno#ena in a
ne4 light( It is
%articularly useful ifresearcher4ish to clarify the
un!erstan!ing ofa %ro)le#( There
are three %rinci%le 4aysofcon!ucting eK%loratory research' a
search ofthe literature,
taling to eK%ertsin the su)>ect, con!ucting focusgrou%
intervie4s3Saun!ers, Le4is
J Thornhill 299;5
In contrast to eK%loratory stu!ies #ore for#ali*e! stu!ies are
ty%ically
structures 4ith clearly state! hy%otheses or investigative
6uestions( or#al stu!ies
serve a variety ofresearch o)>ectives'
! $escri%tions of %heno#ena or characteristics associate! 4ith
su)>ect%o%ulation 3the 4ho, 4hat, 4hen, 4here, an! ho4ofa
to%ic5(! Esti#atesofthe %ro%ortionsofa %o%ulation that have these
characteristics(! $iscovery of associations a#ong !ifferent
varia)les 3Coo%er J Schin!ler,
299;5(
/enerally things are !escri)e! )y %rovi!ing #easure of an event
oractivity(
or eKa#%le, 4hich )ran!s are #ost %referre! Dhat a!vertise#ents
are #ost
effective These are the 6uestions that can )e ans4ere! )y
!escri%tive research(
$escri%tive research !esigns are usually structure! an!
s%ecifically !esigne! to
?
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#easure the characteristics !escri)e! in a research 6uestion(
Hy%otheses, !erive!
fro# the theory, usually serve to gui!e the %rocessan! %rovi!e a
list of4hat nee!sto
e #easure! 3Hair, &a)in, Money J Sa#ouel 299;5( The
o)>ect of!escri%tive research
isto %ortray an accurate %rofile of%ersons, eventsofsituations(
It isnecessary to have
a clear%icture ofthe %heno#ena on 4hich researcher4ish to
collect !ata %riorto the
collection ofthe !ata 3Saun!rers, Le4isJ Thornhill 299;5(
Stu!ies that esta)lish causal relationshi%s )et4een varia)les
#ay )e ter#e!
eK%lanatory stu!ies( The e#%hasis here is on stu!ying a
situation or a %ro)le# in
or!er to eK%lain the relationshi% )et4een varia)les 3Saun!ers,
Le4is J thornhill
299;5( EK%lanatory stu!ies are !esigne! to test 4hether one
event causes another
3Hair, &a)in, Money J Sa#ouel 299;5(
The %ur%ose ofthe researchis!escri%tive( The !ata has)een
collecte! through
6uestionnaire, isai#e! to un!erstan! the #ost i#%ortant
factorsofservice 6uality(
$2 'esearchApproach
The no4le!ge clai#s, the strategies an! the #etho! all
contri)ute to a
research a%%roach that ten!s to )e #ore 6uantitative,
6ualitative or#iKe! 3Cres4ell299;5(
("%" +uantitativeApproach
uantitative a%%roach is one in 4hich the investigator %ri#arily
uses %ost
%ositivist clai#s for!evelo%ing no4le!ge 3i(e( cause an! effect
thining, re!uction
to s%ecific varia)lesan! hy%othesesan! 6uestions, use
ofinstru#ent an! o)servation,an! the test of theories5, e#%loys
strategies of in6uiry such as eK%eri#ents an!
surveys an! collects !ata on %re!eter#ine! instru#ents that
yiel! statistical !ata
3Cres4ell 299;5(
uantitative research is fre6uently referre! to
ashy%othesis"testing research(
Characteristically, stu!ies )egin 4ith state#ents of theory fro#
4hich research
?F
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hy%otheses are !erive!( Then an eK%eri#ental !esign is
esta)lishe! in 4hich the
varia)lesin 6uestion 3the !e%en!ent varia)les5are #easure! 4hile
controlling forthe
effectsofselecte! in!e%en!ent varia)les( Su)>ect inclu!e! in
the stu!y are selecte! at
ran!o# is !esira)le to re!uce error an! to cancel )ias( The
sa#%le of su)>ects is
!ra4n to reflect the %o%ulation 30e4#an J &en*
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$$ 'esearchstrategy
Research strategy 4ill )e a general %lan of ho4 researcher 4ill
go a)out
ans4ering the research 6uestionsthat has)een set )y researcher(
It 4ill contain clear
o)>ectives, !erive! fro# research 6uestionss%ecify the
sourcesfro# 4hich researcher
inten! tocollect !ata an! consi!erthe constraintsthat
researcher4ill inevita)ly have
such as access to !ata, ti#e, location an! #oney, ethical issues
3Thornhill et( al(,
299;5(
&ase! on the con!itions
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The survey or archival analysis is #ore favora)le than other
strategies( If the
researchernee!sto no4the Pho4Q 6uestion, the )etterstrategy 4ill
)e !oing history
ora case stu!y(
Since 6uestion in thisstu!y is)ase! on P4hatQ 6uestion an!
this4hat 6uestion
is actually for# a Pho4 #anyQ an! investigator has no control
over the actual
)ehavioral events, Survey isfoun! to )e a #ore a%%ro%riate
a%%roach in or!erto gain
a )etter un!erstan!ing of the research area( Survey is #ore
a%%ro%riate for
6uantitative stu!y(
("(" Survey
The survey strategy is%o%ularan! co##on strategy in
)usinessresearch that
is usually associate! 4ith the !e!uctive a%%roach( Survey allo4s
the collection of
large a#ount of !ata fro# a si*ea)le %o%ulation in a highly
econo#ical 4ay(
uestionnaire, structure! o)servation an! structuresintervie4sare
often fallsinto this
strategy 3Thornhill et( al(, 299;5( In thisstu!y a survey
has)een !one(
("("% ,ilottest
A%ilot test iscon!ucte! to !etect 4eanesses in !esign an!
instru#entation
an! to %rovi!e %roKy !ata forselection ofa %ro)a)ility sa#%le(
It shoul!, therefore,
!ra4 su)>ects fro# the target %o%ulation an! si#ulate the
%roce!ures an! %rotocols
that have )een !esignate! for!ata collection 3Coo%eran!
Schin!ler, 299;5
$= SampleSelection
The )asic i!ea of sa#%ling is that )y selecting so#e of the
ele#ents in a
%o%ulation, researcher#ay !ra4 conclusions a)out the entire
%o%ulation( There are
several co#%elling reasons for sa#%ling, inclu!ing' lo4er cost,
greater accuracy of
result, greaters%ee! of!ata collection an! availa)ility
of%o%ulation selection 3Coo%erJ Schin!ler299;5(
?:
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S&%&+,+&-#(%,M&+'/
Selection of the sa#%ling #etho! to use in a stu!y !e%en!s on a
nu#)erof
relate! theoretical an! %ractical issues( These inclu!e
consi!ering the nature of the
stu!y, the o)>ectives of the stu!y an! the ti#e an! )u!get
availa)le( Tra!itional
sa#%ling#etho! can )e !ivi!e! into t4o categories' %ro)a)ility
an! non"%ro)a)ility
sa#%ling 3Sa#uel et( al(, 299;5(
+ro)a)ility sa#%ling is#ost co##only associate! 4ith
survey")ase! research
4here researcher nee!s to #ae inferences fro# the sa#%le a)out a
%o%ulation toans4erthe research 6uestionsorto #eet research
o)>ectives3Saun!erset( al(, 299;5(
In %ro)a)ility sa#%ling, sa#%ling ele#entsare selecte! ran!o#ly
an! the %ro)a)ility
of )eing selecte! is !eter#ine! ahea! of ti#e )y the researcher(
If !one %ro%erly,
%ro)a)ility sa#%ling ensuresthat the sa#%le isre%resentative
3Hairet( al(, 299;5
0on"%ro)a)ility sa#%ling %rovi!esa range ofalternative
techni6ues)ase! onresearchersu)>ective >u!g#ent 3Saun!erset(
al(, 299;5( In non"%ro)a)ility sa#%ling
the selection ofele#entsforthe sa#%le isnot necessarily #a!e
4ith the ai# of)eing
statistically re%resentative ofthe%o%ulation( Ratherthe
researcherusesthe su)>ective
#etho!s such as %ersonal eK%erience, convenience, eK%ert
>u!g#ent an! so on to
select the ele#ents in the sa#%le( As a result the %ro)a)ility
ofany ele#ent of the
%o%ulation )eing chosen isnot no4n 3Sa#uel et( al( 299;5(
Accor!ing to Sa#uel et( al(, 299; #ost non"%ro)a)ility sa#%ling
#etho!sare'
Conveniencesam+ling
Convenience sa#%ling involves select sa#%le #e#)ers 4ho can
%rovi!e
re6uire! infor#ation an! 4ho are #ore availa)le to %artici%ate
in the stu!y(
Convenience sa#%lesena)le the researcherto co#%lete a large
nu#)erofintervie4s
9
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cost effectively an! 6uicly )ut they sufferfro# selection
)ias)ecause of!ifference
oftarget %o%ulation 3Hairet( al(, 299;5(
Bu$gmentsam+ling
Researcher7s >u!g#ent isuse! to select sa#%le ele#ent an! it
involves for a
s%ecific %ur%ose( /rou% of%eo%le 4ho have no4le!ge a)out
%articular%ro)le# they
can )e selecte! as sa#%le ele#ent( So#eti#es it referre! as a
%ur%osive sa#%le
)ecause it involvesa s%ecific %ur%ose( -u!g#ent sa#%ling is#ore
convenience an!
lo4cost involve#ent( 3Hairet( al(, 299;5
uota sa#%ling
.)>ective of6uota sa#%ling isto have %ro%ortional
re%resentation ofthe strata
ofthe target %o%ulation forthe total sa#%le an! the certain
characteristics!escri)e the
!i#ensions of the %o%ulation 3Coo%er J Schin!ler 299;5( In 6uota
sa#%ling the
researcher!efinesthe strata ofthe target %o%ulation,
!eter#inesthe total si*e an! set
a 6uota for the sa#%le ele#entsfro# each stratu#( The fin!ings
fro# the sa#%lingcannot )e generali*e! )ecause of the choice of
ele#ents is not !one using a
%ro)a)ility sa#%ling #etho!s3Sa#ouel et( al( 299;5(
+ur%ose ofthisresearch isto classify the service 6uality
!i#ensionsin online
sho%%ingfro# the Iranian sho%%ers( orthe stu!y sa#%le has)een
selecte! fro# the
cloo)(co# #e#)ers8 )ecause this grou% has #ore eK%erience of
e"co##erce an!online sho%%ing than the rest of %eo%le in Iran(
Sa#%le 4as selecte! )y using
>u!g#ent )ecause so#e criteria 4ere follo4e! !uring the
sa#%le selection'
9 Sa#%le shoul! )e #ore fa#iliar4ith using Internet89 Sa#%le
shoul! have eK%erience ofusing .nline %urchasing8
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satisfaction ofeach service 6uality !i#ension a "scale 4asuse!
3
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ti#es( Internal vali!ity is the a)ility of a research instru#ent
to #easure 4hat is
%ur%ose! to #easure 3Coo%erJ Schin!ler, 299;5(
0u#)ersof!ifferent ste%s4ere taen to ensure the vali!ity ofthe
stu!y'
$ata 4ascollecte! fro# the relia)le sources, fro# res%on!ents4ho
are #oreeK%erience! to using online sho%%ing8
Survey 6uestion 4ere #a!e )ase! on literature revie4an! fra#e
ofreferenceto ensure the vali!ity ofthe result8
uestionnaire has)een %re"teste! )y the res%on!e! )efore starting
the survey(uestionnaire 4asteste! )y at least ten %ersons8
$ata has)een collecte! through t4o 4ees, 4ithin thisshort %erio!
ofti#e no#a>orevent has)een change! 4ith the relate! to%ic(
("4"% 'eliability
Accor!ing to Saun!erset( al(, 299;, relia)ility refers to the
!egree to 4hich
!ata collection #etho! or#etho!s4ill yiel! consistent fin!ings,
si#ilaro)servations
4oul! )e #a!e orconclusionsreache! )y otherresearchersorthere
istrans%arency in
ho4 sense 4as #a!e fro# the ra4 !ata( Coo%er J Schin!ler 3299;5
have !efine!
relia)ility as #any things to #any %eo%le, )ut in #ost conteKts
the notion of
conB;sistency e#erges( A#easure isrelia)le to the !egree that it
su%%liesconsistent
results( Relia)ility is a necessary contri)utor to vali!ity )ut
is not a sufficient
con!ition forvali!ity(
Relia)ility can )e asse! )y the follo4ing 6uestions
3Easter)y"S#ith et al(,
2992' %(;5'
3
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?
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6uestion focus on 4"at are t"e most im+ortantservice (uality
$imensions #"ic"
affectcustomersAsatisfactioninonline+urc"asinginIran.
("5" CustomerSatisfactionandService+uality
Service 6uality an! custo#ersatisfaction are inargua)ly the t4o
core conce%ts
that are at the cruK ofthe #areting theory an! %ractice 3S%reng
an! Macoy,
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confi!ence8 35 E#%athy 3inclu!ing access, co##unication,
un!erstan!ing the
custo#er5' Caring an! in!ivi!uali*e! attention that the fir#
%rovi!esitscusto#ers(
("5"%"%.eb+6AL
De)UAL 3&arneset al, 299or influences in
its !evelo%#ent has )een the co##unications theory an!,
therefore, De)UAL is
%articularly suite! for assessing the infor#ation 6uality of
infor#ation"intensive E"
Co##erce environ#ents( The De)UAL instru#ent is)eing iteratively
refine! )y
a%%lyingan! a!a%ting it to a variety ofE"Co##erce !o#ains(
("5"%"(#$S#'1+6AL
E"SER@UAL 3eitha#l et al, 29925isa conce%tual #o!el ofservice
6uality
for E"Tailing environ#ents( It is )ase! on the tra!itional
3off"line5 service 6uality
fra#e4or calle! SER@UAL 3+arasura#an, et al(
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("5"%")#$S#+6AL
E"SEUAL 3$a4son et al(, 299;5, is a service 6uality fra#e4or
that is
e#%irically groun!e! an! integrates e"CRM an! HCI strategies for
the effective
!esign an! !evelo%#ent of E"Tailing environ#ents( E"SEUAL can
%rovi!egui!ance to E"&usinesses regar!ing integration of front"
an! )ac"en! )usiness
%rocesses, an! across!ifferent custo#ertouch %ointssuch as%hone,
faK, e"#ail, an!
so on( It can )e a%%lie! as an evaluation instru#ent to gui!e
De) !esigners,
#areting %rofessionals, !evelo%ers an! usa)ility %rofessionals
to co#e u% 4ith
re6uire#ents for integrating custo#ers7 eK%ectations of service
6uality, value an!
usa)ility into the !esign ofE"Tailing environ#ents(
("5"%"*#$S$+6AL
E"S"UAL 3+arasura#an,A(, eitha#l, @alarie A, Malhotra, Arvin!8
2995is
for #easuring the service 6uality !elivere! )y De) sites on
4hich custo#ers sho%
online( T4o stagesofe#%irical !ata collection reveale! that t4o
!ifferent scales4ere
necessary for ca%turing electronic service 6uality( The )asic
E"S"UAL scale
!evelo%e! is a 22"ite# scale of four !i#ensions' efficiency,
fulfill#ent, syste#
availa)ility, an! %rivacy( The secon! scale, E"RecS"UAL, is
salient only tocusto#ers4ho ha! non"routine encounters4ith the
sitesan! containsii ite#sin three
!i#ensions' res%onsiveness, co#%ensation, an! contact( &oth
scales !e#onstrate
goo! %sycho#etric %ro%erties )ase! on fin!ings fro# a variety of
relia)ility an!
vali!ity testsan! )uil! on the research con!ucte! on the
to%ic(
("5"( ConceptualFramework
&ase! on the narro4!o4n sco%e of literature revie4a)ove, the
relationshi%
)et4een service 6uality an! custo#ersatisfaction can )e sho4n in
figure
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high"s%ee! interface, ol!er%eo%le !o not 4ant )lining teKtsthat
are har! to rea! or
ani#ations that !istract fro# the use of the De) site 3Hout#an,
29925( Although a
nu#)er of De) sites offer users the o%%ortunity to custo#i*e the
De) site to their
nee!s, thiscusto#i*ation %rocessis#ostly ai#e! at the content
ofthe De) site an!
not at the gra%hics, ani#ationsan! soun!s(
R&%,#$,%,+@
So#e of the as%ects in the relia)ility factor have to !o 4ith
P!oing 4hat is
%ro#ise!Q an! P!oing it at the %ro#ise! ti#eQ( Although #any
organi*ationssee# to
thin that the #a>orreason 4hy custo#erssho% via the Internet
is)ecause ofthe lo4
%rices, this !oes not al4ays nee! to )e the case( So#e
organi*ations foun! out the
har! 4ay that there are also a lot ofcusto#erssho%%ing via the
Internet )ecause of
convenience consi!erations 3Riseley an! Schehr, 29995(
Ifcusto#erscannot trust an
organi*ation to !o 4hat they as, those custo#ers4ill )e
!issatisfie!( +rice line, for
eKa#%le, ran into )ig %ro)le#s)y the en! of2999 )ecause
ofitsfocuson the lo4est
%rices( +eo%le coul! )uy a %lane ticet at a very lo4%rice, )ut
)ecause of %ossi)le
inconvenient flying ti#es there 4as a )ig ris for custo#ers(
This resulte! in
!issatisfie!"custo#ers 4ho 4ere ha%%y to tra!e off +rice line7s
!iscounts for theconvenience ofa co#%etitor3Riseley an! Schehr,
29995(
R&-('-,
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4hich is>u!ge! negatively )y users( Hence, there isa
tra!e"off)et4een the loosofa
De) site an! the s%ee! of that site( .rgani*ations4ill have to
try to fin! the right
)alance )et4een goo! loos an! s%ee!( The tra!e"off )et4een loos
an! s%ee! is
co#%licate! )y co#%anies7!e#an! that theirDe) sitesconvey the
cor%orate i#age
3Manning et al(,
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F
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re%ortsofeK%eriencesofothercusto#ers(
The first as%ect in this list is also acno4le!ge! )y the
International
.rgani*ation for Stan!ar!i*ation in /eneva( The Co!e of +ractice
for Infor#ation
Security Manage#ent 3IS.IEC
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F2
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Chapter)
#mpirical-ata,resentation
?( EmpiricalDataPresentation
'"is c"a+ter#ill+resent $ata t"at "as een collecte$ t"roug"
(uantitative
survey.tfirst#egiveanovervie#oft"e#esite#"ic"u+loa$e$t"e(uestionnaires
t"atmeanst"esam+le+o+ulationan$aftert"att"e$ata#ille+resente$accor$ing
tot"eresearc"(uestionsan$t"evarialesi$entifie$int"eframeofreference.
=# &verviewofthesample
Cloo)(co# is a virtual Iranian society 4e)site that %eo%le can
have their
%rofiles,4e) logs, list offrien!s, %hoto al)u#, clu)s, sen!ing J
receiving #essages,
online sho%%ing, sen!ing SMS, online a!vertising an! etc(
Cloo)(co# has BB;9:
active #e#)ers, an! 29:FB #ore has)een invite! an! there are F9B
clu)sin thissite
3)ase! on August 2?, 299 re%orts5( Its#e#)ersare all a4are
ofe"co##erce, asthey
coul! rent a flat or)uy a carfro# this4e)site(
F;
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F?
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or!erconfir#ation8 %ro!uct %urchase8 userrecognition8 eKtra
service8 an! re6uent )uyerincentives(
or each of these categories a nu#)er of as%ects have )een
!efine! in the
6uestionnaire(
The 6uestionnaire has)een !iscusse! 4ith eK%ertsin the fiel!
ofe"co##erce
an! a %ilot stu!y has)een con!ucte! a#ongst a s#all
nu#)erofstu!ents( Thislea! to
an i#%rove! 6uestionnaire 4hich has )een use! for the research
%resente! in this
%a%er(
I!ivi!e! 6uestionnaire into ? %artsin or!erto have
)etterresults( The first %art
has
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+ie chart in figure
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0
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*ngineering social science 8ccounting anagement
e/icine &a. areting Others
Fieldofeducation
,*&14"#*#*+B$&*'*&-('/&+-$#-&/'+&,*&/#+,'-,&%/.
FF
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The #a>ority of sa#%le 4as ;< to ; years ol!, figure
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T#$%&7The use of the 4e)
Easy to fin! relevant infor#ationEasy to use 4e) %age linsEasy
to fin! the !esire! 4e) site
Ti#e s%ent on one siteTi#e onthe 4e) %erInternet visit
0u#)erofInternet visits%er4eeN'+&Ifnot in!icate! other4ise,
on a five"%oint scale fro# very !ifficult to very easy
#ean;(;B;(B
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T#$%&10T&$'++',
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Chapter*
-ataAnalysisandconclusion
5 DataAnalysisandconclusion
Collecte$ (uantitative $ata "as een +resente$ in t"e +revious
c"a+ter.
C"a+terringst"eanaly*e$$ataaccor$ingtot"eresearc"(uestion#"ic"triesto
ran t"eservice(uality $imensions ase$onIranian
onlines"o++ersA+ers+ective.
'"e rane$ service (uality factors et#een Iranian online
s"o++ers
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T#$%&11T&+'(+&'-&*
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Although the teleco##unication syste#s in U(S(A are totally
!ifferent an!
#uch a!vance! than Iranian syste#s 4e can see here that access
#ust )e fast an!
%eo%le !o not 4ant to s%en! theirti#esforo%ening %ages7searching
an! struggling
for4hat they 4ant(
T#$%&13The to% ten 4ith highest score on i#%ortance fro#
Iranian an! A#erican %ers%ectiveI*#,#(&*-(&+,
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G?
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list 3the right colu#n of ta)le
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Dhat isinteresting here isthat three as%ects4hich are' PThe
security %olicy is
accessi)leQ, PThe %rivacy %olicy is accessi)leQ an! P&ran!
i#age is i#%ortantQ
availa)le in the to% ten colu#n ofIranian %ers%ective an! also
in )otto# ten colu#n
of A#erican %ers%ective( It sho4s Iranian res%on!ersnee! to no4
#ore a)out the
security oftheirvisitsan! sho%%ing( &ran! i#age give )uyersa
in! ofguarantee for
4hat they !eal, fro# this%oint of vie44e un!erstan! that ho4#uch
Iranian cares
a)out the safety as%ects 4hile A#erican sho%%ers sho4 very less
attention to these
%olicies( +lease consi!er the right colu#n of ta)le
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Res%onsiveness is the neKt thing they !o care a)out8 ho4
4e)sites give
%ro#%t services( .nline sho%%erseK%ect goo! res%onses4hen they
contact 4e) sites
through e"#ail or%hone call(
An! afterall of the other4e) 6uality factorsthey 4ant is%ersonal
attention
4hich E#%athy refersto( Custo#i*ation hasthe last %riority a#ong
the otheras%ects
through Iranian online sho%%ers(
T#$%&15R#;&/SERV!UAL#+'*-#'*/,+'+&,*,('*+#&SER@UAL
factors I#%ortance #ean
< Tangi)les2 Assurance
; Relia)ility? Res%onsiveness E#%athy
?(99F
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'esources
Allar! C(R( van Riel an! @eronica Lil>an!er, 299
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ang Xiang an! ang hilin, 299?, .nline service 6uality !i#ensions
an!their relationshi%s 4ith satisfaction, International Bournal of
Service In$ustry;anagement, @ol(
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1a"shing an! oc Henry 1((, 299?, Retaining an! !ivesting
custo#ers' aneK%loratory stu!y ofright custo#ers, Pat"risQ right
custo#ers, an! 4rong custo#ers8BournalofServices;areting8 @ol(
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Xing Xiaolin, Tang ang"ang an! ang henlin, 299?, W+ricing
!yna#icsinthe online consu#erelectronics#aret7, -ournal of+ro!uct J
&ran! Manage#ent@olu#e
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Appendi8I:+uestionnaire
# +lease in!icate your fiel! of stu!y tic four )oKes
#aKi#u#V
Engineering Mareting Social Science La4
Me!ical Manage#ent Accounting other
2 +lease in!icate your age
2< 2
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C'6,#+,'
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A&--,$,%,+@#/-(&&/
2F( 2? K G K ;F user
accessi)ility
2G( +age availa)ility
infor#ation isgiven on entry
2B( Accessisfast
2:( /ra%hicsan! ani#ations !o not !etract fro# use
P*'/6+'*-&*
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?9( .r!ertracing !etailsare
availa)le until !elivery
U-&**&',+,'
?
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Appendi8II:Tables
T#$%&170u#)er of res%on!ent )y gen!er re uenc
+ercent@ali!
e#aleMaleTotal
2??B2G2G
;
;;(FFF(9::(F
(?
Total G;9
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T#$%&20i#%ortance of an! satisfaction 4ith as%ects of 4e)
6uality
R#;&/,+,&-+-'*&-',('*+#& I('*+# S#+,-3#+,'
D&%+#
< Access is fast ?(2:? ;(F?B "9(F2 Infor#ation is foun! 4ith
a #ini#u# of clics ?(
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:;
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Infor#ation is %rovi!e! to re6uently Ase! uestions an! ans4ers
;(GFueries or co#%laints are resolve! 4ithin 2? hours;(B2? User
fee!)ac is sought to #easure custo#er satisfaction;(B
