Customer satisfaction: service quality in online purchasing in Iran

The findings of this research are mostly useful to those (managers, web designers, etc.) who intend to penetrate the Iranian market with least cost, time and energy. The results indicate the most important web quality factors through Iranian online shoppers’ perspective. In the last few years, a significant growth has been noticed in the Internet- based services in the pure Internet businesses as well as the traditional enterprises, which are developing their online services. One of the key challenges of online businesses is how they manage service quality, which holds a significant importance to customer satisfaction. In addition of success stories we should be aware of problems; in year 2000 nearly 900 US online firms were shut down, 31% of them were online retailers (Minjoon Jun, 2004). The purpose of this research is to rank the quality factors perceived to be most important in relation to the use of online shops. The questionnaire utilized was based on the SERVQUAL instrument that identifies five quality dimensions in service environments.

Author: Mostaghel, Rana

Source: Luleå University of Technology

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