The impact of website quality on customer satisfaction: a research on Iranian online bookstores

University essay from Luleå/Business Administration and Social Sciences

Abstract: The daily growth of the internet and e-commerce has changed the way of
marketing and selling products and services. As a result of development in
electronic information resources and the evolution of the “digital age”
product sellers and information service providers face many new challenges.
Internet is changing the way corporations conduct business with their
consumers who are increasingly expecting higher services, becoming time
saved, and wanting more convenience. In addition e-service quality is an
essential strategy to gain success, according to the results of previous
literatures, probably more important than a low price for online companies.
Since one of the main duties of the internet as a communication channel is
how to manage service quality, which holds a significant importance to
customer satisfaction, the purpose of this research is to gain a better
understanding of the impact of web site quality factors on customer
satisfaction. Also, through literature it is clear that there is a relation
between e-trust, satisfaction and quality. For this reason based on a
detailed literature review, and in order to find the impact of website
quality factors on customer satisfaction, a model with four website quality
factors was selected to be tested in online bookstores in Iran, and also e-
trust item is added to this model in order to examine the relation of this
factor with satisfaction and quality. Then a quantitative research was
conducted and data were gathered through an online survey.
The results in our research suggest that quality has a strong impact on
satisfaction and also e-trust has a reasonable impact on quality and
through quality affects satisfaction. Our findings indicate that
reliability is the most important indicator of quality from the Iranian
online book shoppers’ perspective. In addition, since customer service is
the only factor that directly affects satisfaction: it is a key strategy to
increase the level of satisfaction straightaway.
The results presented in this research will help companies to locate their
position against competitors, pin point their weak points and determine
which website characteristics will improve their performance and also it
can provide an evaluation of the extent to which information and services
comprehensible for all users and to extent to which the features and
functions are necessary to provide an effective and efficient web site to
meet the needs of a divers population of users.