Exploring the determinants of retail service quality on the Internet

A multidimensional measure of perceived online service quality was developed based on consumers’ comments about their experiences with online retailers, which was reflective of the SERVQUAL dimensions but became less reliant on interpersonal interactions and more technologically relevant.

Abstract

A multidimensional measure of perceived online service quality was developed based on consumers’ comments about their experiences with online retailers. These comments were organized and compared to the SERVQUAL scale. A survey was administered to adults who had made online purchases or role‐played the experience. While reflective of the SERVQUAL dimensions, the new measures became less reliant on interpersonal interactions and more technologically relevant. A new dimension also emerged that reflects consumers’ concerns for the geographic distance and facelessness of their experience. The study points to areas of improvement for online service quality.