Academic journal article Researchers World

Exploring the Determinants of E-Service Quality in E-Retailing

Academic journal article Researchers World

Exploring the Determinants of E-Service Quality in E-Retailing

Article excerpt

INTRODUCTION:

With the growth of internet application by non-specialized users in India, many retailing companies are inclined to sell their services and goods online instead of the traditional ways. E-retailing in India is a rising movement for marketers to promote their products in wide geographical areas. The sector constitutes itself as one of the capable opportunity for investment by new players. An online selling system can make opportunity for the system to bring in its goods and services, advertise its new items, sell well and speedily, and receive money online.

The market share in India is one of the fastest growing e-commerce markets in Asia-Pacific and the industry expecting it to raise $8.8 billion by the end of 2016. E-retailing is the second major category of Indian ecommerce business. E- Retailing in India is forced practice high growth rates on the backbone of rising internet saturation in the country, growing disposable incomes, the smart phone revolution and also the dominance of the youth population in the country's demographics. The people of age group 15 -30 years, literally live and breathe through the internet. Purchasing items with just few clicks has turn into the most modern and the latest trend of shopping, which hurts not only saved time but more essentially money. E-tailing includes consumer items like apparels, shoes, electronics, jewellery, mobile phones, computer peripherals, home appliances, toys, lifestyle accessories like belts, watches, books, beauty products and baby products are gaining traction.

In today's world, no one has time to walk to shopping malls to buy products to fulfil their daily requirements. Going along with the changing styles, today's Indian consumers ever more desire to enjoy the convenience of buying online. They do not desire to tolerate through the hassles of rushing to brick stores; as an alternative, they want to order the products of their option by sitting at home and get the goods delivered at their doorsteps. Moreover such changes have contributed to the explosive development of e-tailing industry in the country. Top e-retailers in the Indian e-commerce background are homeshop18,flipcart, ebay, and snapdeal contributing ~70% of the e-tailing market. (Source: NPCS Research, IAMAI).

Electronic Retailing: E-retailing is a division of e-commerce consists of transaction of products or services through electronic method such as the Internet and various computer networks. In simple terms, E-retailing refers to retailing of product over the internet. With the rapid growth of commercial enterprise to consumer (B2C) e-commerce, electronic retailers recognized that irrespective of their business category and product & service offerings, they are asked for to offer superior service quality through website, termed e-service quality. Distributing good service quality is considered as a important strategy for business achievement and survival (Zeithaml et al. 1996). Primarily, companies focused on creating attractive websites to interact and spend along with online shoppers. Consequently, a number of efforts have been made to comprehend e-service quality in terms of web interactivity (Aladwani & Palvia, 2002); (Loiacono, Watson, & Goodhue, 2007). These approaches on measuring e-service quality by means of signals that emerge from interacting with the internet site were establish to be inadequate and unsuitable to measure the role of the online service experience.

Service quality: Service quality is normally defined as the dissimilarity of expected and perceived service. Quality service is the customer's personal assessment that the benefit they are attaining meets and exceeds their expectations. (Grönroos, 1982) and (Parasuraman, V., & Berry, 1988). "Service quality is a focused appraisal that reproduces the customer's perception of specific dimensions of service: responsiveness, reliability, trust, empathy, tangibles. As online retailing grows, e-service quality has turn out to be an increasing vital factor in determining the success or failure of e-retail businesses by influencing consumers' online shopping experience (Yang, 2001). …

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