SERVICE QUALITY ONLINE MARKET PLACE: AN OVERVIEW OF CASES FROM ASIA’S E-MARKET GIANTS

Alexander Martins, Mica Tandford

Abstract


The subject of service quality is one of the marketing issues that have engaged the attention of researchers for a considerable period of time. However most of the current studies have focused on evaluating service quality within the offline market. With the increasing importance and dynamics of online marketing it is necessary to test existing models and theories about service quality and customer loyalty to examine how they influence each other. The aim of the research was to evaluate the effect of service quality strategies adopted by online shopping companies on consumer loyalty using the case of Taobao in China.  Current models of service quality and customer loyalty such as the SERVQUAL model, the Kano model, Total Quality Management and customer loyalty models were reviewed. A questionnaire was designed and applied to a sample of 100 customers of Taobao in Shanghai. The results presents service quality gaps in tangibility, empathy mostly.


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