Measuring service quality in online shopping: a case study of e-retailing in Iran

• Main Authors: Siadat, Seyed Hossein, Buyut, Veronica Clement, Abdul Rahman, A.
• Format: Book Section
• Published: Institute of Electrical and Electronics Engineers 2008
• Subjects: QA75 Electronic computers. Computer science
• Online Access: http://eprints.utm.my/id/eprint/12629/; http://dx.doi.org/10.1109/ICMIT.2008.4654441
• Institution: Universiti Teknologi Malaysia

One of the key challenges in online businesses is how to measure service quality in order to have a better understanding of its consequences which holds a significant importance to customer satisfaction. In this paper, we ranked the dimensions of service quality that affect the customers' expectation in online shopping in Iran from the customers' perspective. The measurements used were based on the widely accepted SERVQUAL model which is the most common method for measuring service quality. A descriptive statistics analysis was used to evaluate the level of service quality of Iranian's online shops from the customers' point of view. A comparison of service quality factors has also been done between Iranian and American customers.