Content area
Full text
The current issue and full text archive of this journal is available at http://www.emeraldinsight.com/0956-4233.htm
Keywords E-commerce, Internet, User satisfaction, Service quality
Abstract The purpose of this manuscript is to explore consumers' perceptions of Internet retail service quality This is accomplished via two studies. Study I utilizes qualitative depth interviews to identify five dimensions important to consumers in their assessment of the quality of Internet retailers. These are termed performance (how well an online retailer does in terms of meeting expectations regarding order fulfillment), access (Internet retailer's ability to provide a variety of products from anywhere in the world), security (relating to perceptions of trust in the online retailer's integrity regarding financial and privacy issues), sensation (interactive features of the e-retailer's Web site) and information (quantity and credibility of information provider by the online retailer). Study 2 quantifies the five dimensions using multi-item scales, and conducts a survey to assess the reliability and validity (convergent, discriminant, and nomological) of these dimensions. Theoretical and managerial implications of the results are also discussed.
Introduction
A recent US Census Bureau survey indicated that there has been phenomenal growth in Internet usage over the last few years, with about 95 million Americans currently using the Internet (Pastore, 2001). Similar trends are present across the world. Although online shopping is estimated to account for nearly $66 billion in sales in the USA alone by the end of 2001 (Weisman, 2001), studies have shown that the Internet is primarily used as a tool for information search rather than as a means to purchase products. In fact, less than two percent of online visits result in a product purchase (Bellman, 2001). Similarly, research indicates that many consumers prefer to search for product information online, but go on to make their purchases at traditional brick-andmortar stores (Bellman, 2001; Dobie et al., 2001; Porter, 2001; Straub and Klein, 2001; Wolfinbarger and Gilly, 2001). These trends indicate that although there is growth in the number of Internet users, there is not a commensurate growth in people buying goods and services directly online.
In order to increase demand for their offerings, online retailers, both those that are exclusive e-retailers and those that are traditional brick-and-mortar retailers with a presence on the Internet, need to...