Importance-performance analysis of retail website service quality

Shakur, Mahani; Doherty, Neil and Ellis-Chadwick, Fiona (2012). Importance-performance analysis of retail website service quality. In: Marketing: catching the technology wave, 2-5 Jul 2012, Southampton.



This study intends to empirically explore the customer’s perceived ranking of the importance of a range of on-line services, and their perceptions of the retailers’ performance in delivering these services. An online questionnaire survey has been conducted to gather the data from respondents. The data was analysed using Importance-Performance Analysis (IPA). The findings suggest areas of e-service quality where retailers could improve, based on the customers’ perceptions of the retailers’ performance against the importance of some e-service quality features and/or services on offer. Consequently, this study highlights that retailers should take active steps to understand their customers’ requirements, before developing an online customer services strategy. From a practical perspective, retailers could also apply the questionnaire developed for this study to canvas the opinions of customers, to help identify areas in which their performance needs to be improved.

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  • Item ORO ID
  • 35530
  • Item Type
  • Conference or Workshop Item
  • Extra Information
  • Academy of Marketing conference proceedings
    ISBN: 9780854329472
  • Keywords
  • e-service quality; website service quality; importance-performance analysis; internet retailing; online shopping; customer service
  • Academic Unit or School
  • Faculty of Business and Law (FBL)
  • Copyright Holders
  • © 2012 Not known
  • Depositing User
  • Fiona Ellis-Chadwick