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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.

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Abstract

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.

Item Type: Conference or Workshop Item
Copyright Holders: 2012 Not known
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/School: Faculty of Business and Law (FBL)
Item ID: 35530
Depositing User: Fiona Ellis-Chadwick
Date Deposited: 26 Nov 2012 09:13
Last Modified: 09 May 2019 02:42
URI: http://oro.open.ac.uk/id/eprint/35530
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