Factors of service quality and service-recovery quality of online retailers

Abstract

The purpose of this research is to explore factors of ‘service quality’ and ‘service-recovery quality’ of online retailers in India; and to suggests measurement constructs for ‘service quality’ and ‘service-recovery quality’ from customer’s perspective. Exploratory factor analysis (EFA) of customer responses of a survey of consumer attitudes is used for data analysis. In the first stage, concepts and constructs of the ‘service quality’ and ‘service-recovery quality’ for online retailers are identified through extensive literature review. In the second stage, survey of attitude measurement questionnaire was administered to customers, —who have experienced online shopping over a period of time. A 7-point Likert scale is used for capturing customer responses based on quota sampling technique. EFA is conducted using oblique rotation considering factor dependence. Factors thus identified are further studied for literature support, analyzed for validity and reliability. Exploratory factor analysis using principal component method, identified five factor structure of ‘service quality’ of online retailers as; e-reliability, e-servicescape, e-technology dissatisfiers, e-security and e-delivery. Research also explored factors of ‘service-recovery quality’ of online retailers as; e-support and e-compensation. The proposed factors of ‘service quality’ and ‘service recovery quality’ of online retailers can be useful in improving service product offers. The designed research constructs can be operationalized for better online shopping consumer experience. Considering retail customer channel shift from offline retail shops to online retail, this research is a latest consumer perspective towards online buying. Identified factors is useful inputs to design online retail service quality by improving retail operations.