THE MEASUREMENT OF SERVICE QUALITY IN THE ELECTRONIC RETAIL AND ITS IMPACT ON BEHAVIORAL INTENTIONS

The service quality construct has been thoroughly researched in the Marketing literature in terms of antecedents, consequents, and dimensions. However; research in electronic service quality lacks accomplishments, as do some definitions and dimensionality tests. In such a context, this paper analyzes the perceived service quality in the electronic retail and correlates it with three marketing constructs. The sample contains people who already had bought services in electronic retailing; a snow-ball survey sample with 515 people was conducted. Results demonstrate that service quality is represented by fulfillment, privacy, system available and efficiency. From the four service quality dimensions, the privacy factor had major impact on loyalty, commitment and trust. The other dimensions were also positively associated.