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Customers' perceptions of online retailing service quality and their satisfaction

Minjoon Jun (Department of Management (MSC 3DJ), College of Business Administration and Economics, New Mexico State University, Las Cruces, New Mexico, USA)
Zhilin Yang (Department of Marketing, City University of Hong Kong, Kowloon, Hong Kong)
DaeSoo Kim (Department of Management, College of Business Administration, Marquette University, Milwaukee, Wisconsin, USA)

International Journal of Quality & Reliability Management

ISSN: 0265-671X

Article publication date: 1 October 2004



Online service quality is one of the key determinants of the success of online retailers. This exploratory study revealed some important findings about online service quality. First, the study identified six key online retailing service quality dimensions as perceived by online customers: reliable/prompt responses, access, ease of use, attentiveness, security, and credibility. Second, of the six, three dimensions, notably reliable/prompt responses, attentiveness, and ease of use, had significant impacts on both customers' perceived overall service quality and their satisfaction. Third, the access dimension had a significant effect on overall service quality, but not on satisfaction. Finally, this study discovered a significantly positive relationship between overall service quality and satisfaction. Important managerial implications and recommendations are also presented.



Jun, M., Yang, Z. and Kim, D. (2004), "Customers' perceptions of online retailing service quality and their satisfaction", International Journal of Quality & Reliability Management, Vol. 21 No. 8, pp. 817-840.



Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

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