Customer perceived E-service quality in online shopping

Abstract: The advent of the Internet and e-commerce has brought a new way of
marketing and selling many products. There are evidences indicating that
the e-service quality is an essential strategy to a success, probably more
important than a low price and a good web presence. The purpose of this
thesis is to gain a better understanding of the e-service quality
dimensions that affect the customer perceived e-service quality in online
shopping. On the basis of a detailed literature review, a frame of
reference was firstly developed. Then, five most important dimensions of
the e-service quality, i.e. the website design, reliability,
responsiveness, trust and personalization were selected out for exploring
how these dimensions affect the customer perceived e-service quality in
online shopping, which constitute the research questions of this thesis.
After that, a qualitative research approach was used and the empirical data
were gathered through open-end and focused interviews with four different
kinds of customers to investigate the research questions. Moreover, data
presentation and data analysis were conducted in accordance with the
research questions and the frame of reference. Finally, the findings and
conclusions were presented by answering the research questions, i.e. to
describe how the website design, reliability, responsiveness, trust and
personalization affect the customer perceived e-service quality and the
implications for managements, theories and future researches are addressed.
Throughout this study, some new factors of the dimensions and some new
dimensions of the e-service quality are discovered.