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Prioritization of service quality factors in E-purchasing: a cross cultural study
Linnéuniversitetet.
Linnéuniversitetet.
Luleå tekniska universitet.
2012 (English)In: Advances in Management, ISSN 0974-2611, E-ISSN 2278-4551, Vol. 5, no 6, p. 44-48Article in journal (Refereed) Published
Abstract [en]

Consumer behaviour has changed dramatically in the past decade. Today, consumers can order online many customised products ranging from trainers to cars. In an increasingly interdependent world where barriers to trade and to international exchanges constantly diminish, cultural differences remain the single most enduring feature that has to be taken into account for localizing marketing strategies. One of the key challenges of online businesses is the management of service quality, which holds a significant importance to customer satisfaction. This paper is purposed to unveil customers’ perceptions on service quality priority and different cultures’ expectations in online shopping. The proposed study has been tested on data from 413 customers divided in two groups from Europe (n=215) and Middle East (n=198). The study is based on the SERVQUAL instrument that identifies five quality dimensions. The findings indicate that developing countries customers need more security and clarity in transactions but also better internet infrastructure. Based on the study results, recommendations for managers and future research are also provided.

Place, publisher, year, edition, pages
2012. Vol. 5, no 6, p. 44-48
Keywords [en]
Internet, Online shopping, B2C, Service quality, SERVQUAL
National Category
Business Administration
Identifiers
URN: urn:nbn:se:sh:diva-33258OAI: oai:DiVA.org:sh-33258DiVA, id: diva2:1137819
Available from: 2014-05-28 Created: 2017-09-01Bibliographically approved

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Oghazi, Pejvak

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  • Other locale
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  • asciidoc
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