Consumer perceptions of Internet retail service quality

Abstract

The purpose of this manuscript is to explore consumers’ perceptions of Internet retail service quality. This is accomplished via two studies. Study 1 utilizes qualitative depth interviews to identify five dimensions important to consumers in their assessment of the quality of Internet retailers. These are termed performance (how well an online retailer does in terms of meeting expectations regarding order fulfillment), access (Internet retailer’s ability to provide a variety of products from anywhere in the world), security (relating to perceptions of trust in the online retailer’s integrity regarding financial and privacy issues), sensation (interactive features of the e‐retailer’s Web site) and information (quantity and credibility of information provider by the online retailer). Study 2 quantifies the five dimensions using multi‐item scales, and conducts a survey to assess the reliability and validity (convergent, discriminant, and nomological) of these dimensions. Theoretical and managerial implications of the results are also discussed.