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How Do Customers Assess Service Quality of Retailing Websites - Literature review Example

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"How Do Customers Assess Service Quality of Retailing Websites" paper states that since the online retail industry is relatively new, performing an analysis of how customers assess service quality can be challenging. It is more logical to study the qualitative parameters of service quality…
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How Do Customers Assess Service Quality of Retailing Websites
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Download file to see previous pages Given the emergent nature of online commerce, it is a tough task for retailers to develop a website that meets all expectations from consumers. This view is supported by a survey conducted by the UK’s largest e-consultancy Cap Gemini. The survey identified several key disadvantages for online shoppers. Some of these include “’ Availability’, ‘Can’t be in to receive delivery’, ‘Premium charged for delivery’, ‘Can’t see or feel the merchandise’, etc.” (Quader & Quader, 2008) These are not trivial complaints by any means and despite the e-retailing industry setting foot into its third decade in existence, there are no satisfactory solutions found for these questions. Other complaints commonly associated with online shopping are the limited 6-hr window for delivery of products, cumbersome procedures for returning unwanted products, etc. While the survey found this disgruntlement from regular users of retail websites, there is another group of Internet users who do not shop online. As can be expected of this group, their concerns and complaints are not specific and direct as the first group, but rather more general. For example, they “’ Prefer personal shopping, seeing goods’, ‘Credit card worries’, ‘Don’t know to navigate through retail websites’, etc (Quader & Quader, 2008).

Of the above-mentioned reasons the concerns pertaining to online security are found to be most common. Although concerns about online security are valid, it is not an adequate reason for someone to shun online shopping entirely. It is believed that repeated reporting in the news media about credit card frauds, online banking thefts, etc have over-sensitized otherwise reasonable people into being skeptical. But today, there are robust security mechanisms put in place for shoppers using a credit card online. And as media coverage of credit card abuse, misuse, and associated risks reduce over time consumers will feel more confident in shopping online. ...Download file to see next pagesRead More
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