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Srivastava, Vibhava
- Exploring Service Quality Perceptions of Online Shoppers:Evidence from India
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Authors
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1 Management Development Institute, Gurgaon, Haryana, IN
1 Management Development Institute, Gurgaon, Haryana, IN
Source
International Journal of Marketing and Business Communication, Vol 5, No 2 (2016), Pagination: 1-5Abstract
With emergence and evolution of Internet, shopping has added another trajectory which has got acceptance and has been adopted by shoppers not only in developed countries but also in emerging economies. It is crucial to understand, explore and advance service quality dimension associated with online shopping, that too from the shoppers' perspective, since a consistent growth has been witnessed in the online space which suggests that this new space has been well accepted by shoppers and they are willing to explore it further. Of late, e-retailing and its various dimensions have been an area of research for academia as well as for practitioners. The present study endeavours to understand and explore service quality perceptions of Indian online shoppers. Effort is made to find out whether or not the perceived e-service quality lead to shoppers' intention to shop online. This research utilises various frameworks, particularly the framework "E-S-QUAL" developed by Parasuraman, Zeithaml, and Malhotra (2005) to understand the said phenomenon. It covers 106 online shoppers' perception towards e-service quality of different e-retailers, currently operational in India. At the end, research and managerial implications are discussed.Keywords
Online Shopping, E-Service Quality, Perceptions, and Purchase Intentions.
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