Using a multicriteria approach to identify factors that influence e-tailing service quality

Abstract

Offering a quality service in an online environment that encompasses all operations from the customer’s funding to after-sales service has been a major challenge for many companies. Although e-tailing covers various product categories such as appliances, electronics, fashion and accessories, no instrument has been developed or implemented to identify the most important factors for e-tailing concerning the perception of consumers of the different product categories. In this context, supported on the use of the AHP method, this paper presents a methodological approach to identify the criteria that influence e-tailing service quality. Five dimensions were considered and a 31-item questionnaire was designed. By conducting an experimental analysis with Brazilian consumers, Cronbach’s α and item-total correlation were used to verify the reliability of the questionnaire. As a result, the most important items are related to the reliability of the company and the security of transactions.