ABSTRACT This article analyses various elements that influence the purchasing behaviour of online consumers. These elements include the aesthetic aspects of a website and the interactive processes that take place at the time of purchase. The study analyses the expectations and perceptions of a sample of Spanish online customers. On the basis of these attitudes, the sample of respondents is segmented. In addition, the main factors that determine online service satisfaction are identified. The analysis thus allows differentiation of both customers and service quality. The paper concludes with recommendations for online retailers who wish to operate a successful virtual retail outlet. KEYWORDS Usability, segmentation, Internet, e-commerce, marketing
1. INTRODUCTION
The Internet is becoming an increasingly important channel for conducting business and attracting clients. In February 2005 it was estimated that there were 817.5 million users of the Internetthat is, 12.7% of the global population (Nielsen/Netratings, 2005). In the USA alone, the Internet was responsible for USD$65 billion of commerce in 2005 (Jupiter 2005). The Internet enables businesses to reach new markets and new consumers. However, merely reaching new consumers is not enough; it is also necessary to retain them and earn their loyalty. Unfortunately, not all online companies are conscious of the importance of
98
retention and loyalty. For example, a report by Healey & Baker consultancy (2000) noted that a significant proportion of attempts by consumers to purchase via the Net actually fail. In fact, according to the report, 46% of transactions are cancelled, and in some countries, such as Spain, this failure rate can be as high as 75%. In attempting to ascertain the causes of this extraordinary failure rate, it is likely that the problems might be either technical (that is, deficiencies in the vendors communication networks or the consumers connections) or personal (that is, a lack of experience in the use of Internet by consumers). However, there might well be other particular factors in each casesuch as errors in a given transaction, a lack of necessary information to complete a particular purchase, difficulties with certain websites, and so on. The retention of an online consumer is difficult and expensive (Van Riel et al., 2001). Online consumers can easily evaluate (and compare) the services offered by various providers. Numerous studies have demonstrated that the higher the quality perceived by consumers on a website, the greater the yield for the provider (Hoffman et al., 1995; Lohse and Spiller, 1998, 1999; Swaminathan et al., 1999; Tilson et al., 1998; Yang Xia et al., 2003). However, most of these studies have focused on elements of graphic design and consumer usability as perceived on various websites (Li Hairong et al., 1999; Mandel and Johnson, 1999; Menon and Khan, 1997). Other factors that might be relevant to consumer perceptions of service quality on a website have not been addressed. It is therefore necessary to complement these contributions (on attractive interfaces and usability) by investigating what other aspects of the service provided by a website determine consumer perceptions of service quality. Understanding such perceptions of website quality is essential to understanding online satisfaction, behaviour, and loyalty.
prevent e-retailers using all of the traditional merchandising techniques. For example, the consumers perception of a virtual shop is essentially two-dimensional, and this restricts the presentation of certain three-dimensional incentives that might well constitute a significant motivation in making particular purchasing decisions (Rodriguez, 2000). Li Hairong et al. (1999) have noted that online stores have three main drawbacks compared with real stores. The way in which product information is presented in a virtual store often reduces the impact of a given brand. For example, the consumer might not be able to see familiar packaging, logos, and other distinguishing features. The links within a virtual store allow consumers to move directly to a specific desired productthus avoiding the distraction of other merchandising that is typical of a real shop. In these circumstances, impulse purchasing and consideration of alternative brands and products are less likely to occur. Online buyers do not experience the overall ambience of a traditional store. Such selling factors as the atmosphere of the shop, personal interaction with sales staff, and a variety of other sensory experiences cannot be utilised by online merchants to induce sales. For these reasons, some retail companies use virtual stores as a complementary service to their bricks-and-mortar stores. For example, using personal client databases, new technologies enable merchants to direct their clients to certain items that are likely to be of interest to a particular shopper. In addition, with a single click a shopper can be put in contact with a human agent who, via voice and image, can attend to the precise needs of a particular client. In effect, new technology enables an online store to undertake micro-merchandising. In this way, the webpages that constitute the Internet site of a company can become, simultaneously, a point of sale and a source of information. Used in a complementary fashion, an online shop and a physical shop can thus enhance each other through cross-promotions, logistical services, supply services, and other forms of value-added service (Steinfield and Whitten, 1999).
100
a poor navigation and design of the store (Hoffman, Novak and Chatterjee, 1995; Lohse and Spiller, 1998). A stream of investigation tries to demonstrate the effect that has the design of the Web site in the company profits. In this line, Lohse and Spiler (1998;1999), made a study in which affirmed that the Web site design affected significantly in the volume of traffic and the number of sales. They elaborated a model in which these variables were based on the characteristics of the Web site (number of links, hours of promotional ads, number of products and characteristics of navigation in the store). When we tried to establish criteria for the elaboration and design of a Web site, we must consider in the first place that this Web site is conformed by documents Web that are structured of a way more or less hierarchized (Hakman and Chung, 1998). In spite of their name the documents Web present characteristics very different from the most traditional documents in paper support, and even, of documents in electronic format but in other supports (for example in CDRom). Second, we must consider that in the Net we can find a lot of documents that contains advices and norms for the correct accomplishment of a Web site, but does not exist a list of advices universally accepted. In fact, not even a general agreement exists on the elements that must include a Web site, nor on the basic knowledge that must have a designer (Benavent, 2000). As one has already commented previously, in Internet we can find a great variety of lists of as much general recommendations as those that are centered solely some aspect of the document Web. An extract of the recommendations would be described in the following sections.
101
102
The accessibility to the information offered by a online salesman is identified like a key characteristic in a context of electronic transactions, together with the reliability, the convenience of the offered services, and the competitiveness in prices (Swaminathan et al., 1999).
103
Several scales have been developed to assess website design quality. Yoo and Donthu (2001) developed the SITEQUAL scale to measure the perceived quality of an online shop; this consists of a nine-item scale of four dimensions: (i) ease of use; (ii) aesthetic design; (iii) processing speed; and (iv) security. Barnes and Vidgen (2002) also developed a scale of website quality, entitled the WebQual 4.0 scale, which consists of 22 items divided into five dimensions: (i) usability; (ii) design; (iii) information; (iv) trust; and (v) empathy. Liu and Arnett (2000) identified four factors to be considered in website design quality: (i) information and service quality; (ii) system use; (iii) playfulness; and (iv) system design quality. More recently, Loiacono et al. (2002) developed the WebQualTM scale, which is composed of 36 items and 12 dimensions: (i) informational fit to task; (ii) interactivity; (iii) trust; (iv) response time; (v) design appeal; (vi) intuitiveness; (vii) visual appeal; (viii) innovativeness; (ix) flow (emotional appeal); (x) integrated communication; (xi) business process; and (xii) substitutability. Despite these efforts to measure quality in Internet retail service, research in this area is still at an early phase (Van Riel et al., 2001). Several deficiencies are apparent in this early work. They can be summarised as follows. Many of the studies have focused on the technical aspects of service quality, at the expense of attention to other matterssuch as the relationship between online service quality and satisfaction, or that between online service quality and repurchasing intention. Many empirical studies have used online surveys, which have the potential to restrict the findings in various waysfor example, voluntary surveys restricted to Internet users can skew the results. Few studies of online service quality have used personal interviews (Yang and Fang, 2004). Those that have used personal interviews have suffered from a limited number of participants, which prevents the identification of reliable explanatory dimensions (Van Riel et al., 2001).
104
Internet users, who have visited, purchased or enjoyed the services of a virtual store, at least once during the three months immediately previous to the accomplishment of the survey. 464 valid responses with a margin of error of (k=2 and P=Q=50%) Simple random sample June, 2001
For the purposes of the study, a user of a virtual store was taken to be a person who had visited, purchased from, or enjoyed the services offered by a virtual store at least once in the three months prior to answering the questionnaire. The profile of the average person interviewed for the study was: 61.1% per cent of whom were male, 50.1 per cent less than 30 years of age and 56.3 per cent had a university degree. In addition, 29.9 per cent is experienced Internet surfer (connected for more than three years); 43.6 per cent is user of Internet more than once a day; and 58.4 per cent is online buyer. The fact that this results, as the experience in the use of Internet, the purchase behaviour or the sociodemographic profile is so different with respect to other studies, is justified because the interviewed must have visited an online store previously to answer the survey. A questionnaire was prepared in which the main elements of a virtual shop were listed. The purpose was to ascertain the importance of these elements in the purchasing process on the Internet (see Table 1). Using this, a multivariant analysis was performed to segment the sample of respondents. Finally, the most valued characteristics of the online stores were then found through factor analysis. After some preliminary interviews and focus-group sessions, a questionnaire was designed, including a combination of open-ended questions and multiplechoice responses using 7-point Likert-type scales. The questionnaire was designed to provide ample information about respondents views, with an emphasis on: (i) their expectations of an ideal virtual store; and (ii) their perceptions of existing virtual stores.
5.2 Results
5.2.1 Consumer segmentation
A cluster analysis using the K-average method was carried out with the objective of distributing the interviewed people into homogenous segments. This was performed using the questions that related to the characteristics of an ideal online shopscored between 1 and 7 (see Table 2). The cluster analysis revealed four segments. The largest constituted 43.5% of the sample, and the smallest represented only 9.1%. The four segments shared certain characteristics in common. All respondents placed little importance on a virtual store having an area with leisure and entertainment elements. In addition, all four segments were similar with respect to global perception of the service, level of satisfaction, and future intention of purchasing.
105
6.42
7 6 5 4 3 2 1 Segment 1 Segment 2 Expectations Segment 3 Perceptions Segment 4
5.61 5.07
5.31
4.95
The detailed findings for each of the segments are summarised below. Segment 1: The first segment can be characterised as consisting of young, demanding people who were worried about reliability and confidentiality. This was the largest segment (43.5% of the sample) and included those with the highest educational levels. They tended to be young people who lived in urban areas. This segment was also the only segment that contained a majority of women. With respect to online behaviour, this was a group of experienced users. Almost two-thirds (65.6%) had been using the Internet for more than three years, and an even larger proportion (68.9%) connected to the Internet one or more times per day, every day. Almost half (45.9%) of the members of this segment used the Internet as a source of information in deciding their purchases in the physical world. This segment had higher expectations about the service of an ideal virtual shop. However, this was also the group who had higher perceptions of the services already being offered. Moreover, it was the segment with the greatest difference between expectations and perceptions. In summary, this group of people had a greater desire for improvement in the service than did other segments. With respect to expectations, confidentiality was a high priority for the members of this group. This is in accordance with the findings of other studies. For example, PricewaterhouseCoopers (2001) emphasised that distrust of the payment system was a significant problem detected in e-commerce. The present study confirmed confidentiality as a very important factor in creating confidence in e-commerce. In summary, the main expectations of this segment with respect to an ideal online store were that such a store would: (i) solve consumers problems quickly and efficiently; (ii) fulfil expected delivery dates; and (iii) provide good service on the first visit. On the other hand, the less-valued items among the expectations of this segment included: (i) the entertainment elements (games, videos, music, and so on); (ii) the possibility of communicating with like-minded people; and (iii) links to related websites.
106
With respect to perceptions of online stores that they had already visited, the most valued item was confirmation to customers that the purchasing process had been performed correctly. Other items that were valued were: (i) that the store projected an image of confidence and seriousness; (ii) that the website contained clear information on how to undertake shopping and purchases; and (iii) that the store provided privacy and security (as previously noted in assessments of their expectations). On the other hand, the least-valued items in perceptions of stores already visited were: (i) entertainment; (ii) the possibility of communication with other users; and (iii) links to other websites. It should be noted that these items were the same as those revealed in the analysis of expectations of an ideal store. To the people that integrate this segment we can call them: Young demanding people, and worried about the reliability. Segment 2: This segment can be characterised as consisting of young people who were worried about confidentiality and who were seeking fast and easy navigation. This was the second-largest segmentrepresenting 30% of the total sample. Most were young or middleaged males, with relatively high educational attainment, and living in an urban area. The members of this segment used the Internet with the greatest frequency of any segmentwith 73.5% connecting one or more times every day. They were also those who made the most purchases via the Internet69.2% of the segment stating that they had made such purchases. With respect to expectations, confidentiality was again the most-valued characteristic. However, unlike the other segments, the members of this segment had high expectations of being able to navigate quickly and easily. On the other hand, the least-valued items were: (i) the entertainment elements; (ii) the possibility of communicating with like-minded people; and (iii) links to related websites. It is to be noted that these least-valued items (in terms of expectations) were the same items as those mentioned by the members of other segments. With respect to perceptions, the most-valued items were: (i) confidence; (ii) seriousness of the projected image of the website; (iii) confirmation that the purchase had been performed correctly; and (iv) clarity of information. It is to be noted that this was the same pattern as found in the perceptions of Segment 1. To this segment we can put the label of: online buying young people worried about the confidentiality that looks for a fast and easy navigation Segment 3: This segment can be characterised as consisting of somewhat older Internet users who had low expectations of an ideal Internet store and who were not particularly satisfied with their purchase experiences. This group had lower educational attainment (47.2% had only primary or secondary education), were somewhat older (64% were more than 30 years of age), had a greater proportion of males (81.8%), and was the least urbanised segment. This segment was the smallest segment (representing only 9.1% of the sample). With a score of only 3.94 (on a scale of 17), the members of this segment had lower expectations about an ideal virtual store service than did the other segments. These respondents did refer to their expectation that an ideal online store should offer the possibility of payment through a variety of systems, and they did state that low prices were a key element in an ideal virtual shop. They also appreciated the graphic-design aspects of a good website, especially in terms of the display of products. Like the other segments, they placed little value on the elements of entertainment and the possibility of communicating with like-minded people. 107
With regard to perceptions, the members of this segment were dissatisfied with the service that they had received (a score of 4.24 on a scale of 7). In particular, they placed little value on global quality, repurchase intention, and satisfaction in general. They were concerned about purchase process and placed high value on an opportunity to use a variety of payment systems. They also appreciated websites that conveyed clear advice on how to make a purchase, and clear confirmation that the purchase had been performed correctly. Despite this segment having the lowest perceptions of services actually received, it should be noted that was the only segment whose perceptions exceeded their expectations. This result might have been due to their lower levels of expectation. We can label this segment like: Adult internauts little satisfied with the purchase experience
Segment 4: This segment can be characterised as satisfied young buyers who were worried
about information. The members of this group had a history of purchasing via the Internet, but they were experimental users who connected to the Internet less frequently than other segments. They were mainly young males living in an urban setting. Approximately half of them had high educational achievement. With respect to expectations of an ideal virtual shop, this group, like the first segment, valued confirmation that a purchase has been made satisfactorily. They also appreciated confidentiality. With regard to perceptions after visiting virtual stores, they valued: (i) purchase confirmation; (ii) advice on how to make a purchase; and (iii) an attractive website design. Overall, the members of this group were more satisfied with their purchase experiences than other groups. They demonstrated high scores for global quality, repurchase intention, and general satisfaction. Finally, we can call this group: young satisfied buyers worried about the information.
Table 2. Rotated component matrix Factor 1 - The presentation and characteristics of the product are adequate - The pages download quickly - When they promise to do something within a certain period they do it - When a customer has a complaint it is dealt with quickly and efficiently - The contents of the web site are easy to find - The web site is regularly updated - Delivery is done within the agreed time and date - The service is carried out well first time - They give the impression of being a serious and trustworthy in their workings - They contain clear information about available stock at the purchase moment - They contain clear information about how to make a purchase - Security elements are incorporated which customers are informed about - Once the purchase is completed, confirmation is given of satisfactory completion of the purchase - Different methods of payment are permitted (credit card, C.O.D. ,etc.) - They give the possibility to change and/or postpone the purchase without compromise. - Customer information is guaranteed to be strictly confidential - They contain ample information about the characteristics of the product and the services offered - They contain clear information about the company (name, kind of company, country telephone, address etc.) - They have a leisure or entertainment element ( games, videos, interactive applications, etc) - They allow communication with other users with similar preferences or interests - They have access to other web sites which have a complementary content - The applications and elements which make up the websites are visually attractive - 24 hour customer telephone service - Different rates are offered for different kinds and periods of delivery - The online store gives clients personalized service 0.781 0.772 0.745 0.739 0.725 0.687 0.567 0.564 0.547 0.299 0.298 0.351 0.231 0.128 0.437 0.485 0.496 0.191 0.492 0.104 0.285 0.427 Factor 2 0.266 0.311 0.372 0.339 0.317 0.431 0.500 0.449 0.737 0.709 0.662 0.645 0.591 0.568 0.549 0.537 0.447 0.148 0.152 0.433 0.412 0.340 Factor 3 0.153 0.113 0.172 0.101 0.160 0.142 0.321 0.207 0.199 0.379 0.823 0.778 0.766 0.537 0.524 0.506 0.429
The factors derived from the analysis were characterised as: (i) reliability; (ii) assurance; and (iii) communication. Each was assigned an index (or score). This index was the arithmetic mean of the items that formed each factor. The variables with high saturations (which appear in italics in the rotated component matrix) corresponded to the following factors. Reliability was positively related to: (i) fulfilment of the promises; (ii) prompt attention to complaints; (iii) easy and effective navigation; (iv) fulfilment of promised delivery dates; (v) service having been carried out well in the first instance; (vi) suitable presentation of the product and its characteristics; and (vii) projection of a good image in transactions. The average score was 5.15. Assurance was defined by: (i) information regarding the purchase process; (ii) the availability of a product; (iii) the incorporation of security systems; (iv) purchase confirmation; (v) the possibility of making a payment through various means; and (vi) confidentiality of the clients data. The average score was 5.20.
109
Communication was positively related to: (i) website information; (ii) leisure elements; (iii) communication with like-minded people; (iv) links to other websites; (v) individualised attention; (vi) having a 24-hour telephone contact ; and (vii) website design. The average score was 4.31.
7,00 6,00 5,00 4,00 3,00 2,00 1,00 0,00 5,15 5,20 4,31
Reliability
Assurance
Communication
Figure 2. Scorings for the three factors that define online stores quality service
As shown in the score averages, the three factors scored above four (on a scale from 1 to 7). This indicates that the level of satisfaction of customers with their online shopping experiences was good. However, the results also show that there is room for improvement, especially with respect to communication.
6. CONCLUSIONS
The present study has shown that e-commerce service quality is, in general, considered to be satisfactory by the respondents studied here. The three major factors that determine service quality obtained scores between 4.3 and 5.2 on a scale of 1 to 7. All segments of respondents had similar favourable attitudes with respect to global service perception, levels of satisfaction, and future intention to purchase. The results of the study also suggest that successful management of a virtual store differs in certain respects from that of a traditional retail outlet. Retailers operating online virtual stores need to be aware of the following important findings from the present study. In general, online buyers place little importance on the inclusion of leisure and entertainment elements. Communication with like-minded people is of little importance to online consumers. Online consumers emphasise the importance of confidentiality and reliability. Users are particularly worried about security with respect to both personal data and transactions. Confirmation that a purchase has been made correctly is highly valued, as is clear advice on how to make a purchase. A variety of payment options is desirable. A corporate image that projects seriousness instils confidence is important to online customers. 110
It is of interest that most of these important findings relate to the inherent interactivity that characterises online commerce. Many factors are considered when e-retailers attempt to set up an effective virtual store. Such factors as new products, innovative marketing strategies, and attractive website design all play a part. However, the findings of the present study suggest that e-retailers should always bear in mind that the essence of successful e-commerce is efficient and secure interactivity with the potential consumer.
REFERENCES
Barnes S.J.; Vidgen R.T. (2002). An Integrative Approach To The Assessment Of E-Commerce Quality, Journal Of Electronic Commerce Research, Vol 3, No 3. Benavent, C. (2000). Le Web design et lergonomie des sites de e-commerce. Les Cahiers de la Recherche. CLAREE (Centre Lillois d'Analyse et de Recherche sur l'Evolution des Entreprise). UPRES-A CNRS 8020. November. Cox, J.; Dale, B.G. (2001). Service Quality And E-Commerce: An Exploratory Analysis, Managing Service Quality, Vol 11 No 2, pp.121-131. Gefen, David (2002). Customer Loyalty In E-Commerce, Journal Of The Association For Information Systems, Vol 3, pp. 27-51. Hakman A., Wan; Chung, Chi-Wai (1998). Web page design and network anlysis. Internet Research: Electronic Networking Applications and Policy, vol. 8, n.2, pp. 115-122. Healey; Baker (2000). Global E-Tailing. (WWW Document). URL: http://www.cushmanwakefieldeurope.com/servlets/cw-research/ Hoffman; Novak; Chatterjee (1995). Commercial Scenarios for the Web: Opportunities and Challenges. Journal of Computer Mediated Communication, 1 (3). Pp. 23-45. Jupiter (2005). Online Bill Viewing and Payment Forecast, 20042009. (WWW Document). URL. http://www.jupiterresearch.com/bin/item.pl/research:concept/77/id=95979/ Li Hairong; Cheng Kuo; Martha G. Russell (1999). The Impact of Perceived Channel Utilities, Shopping Orientations, and Demographics on the Consumers Online Buying Behavior. Journal of Computer Mediated Communication, 5, (2) Lohse G. L.; Spiller P. (1999). Internet retail store design: How the user interface influences traffic and sales. Journal of Computer Mediated Communication, 5 (2) December. Lohse G. L.; Spiller P. (1998). Electronic Shopping: The effect of customer interfaces on traffic and sales. Communications of the ACM, Vol. 41, nm. 7. Pp. 81-87. Loiacono, E.T., Watson, R.T. and Goodhue, D.L. (2002). WebQual: a measure of Web site quality, in Proceedings of the AMA Winter Educators Conference, American Marketing Association, Chicago, IL. Madu, C.N.; Madu, A.A. (2002) Dimensions Of E-Quality, International Journal Of Quality & Reliability Management, Vol 19 No 3, pp. 246-58. Mandel N.; Johnson E. (1999). Constructing Preferences Online: Can Web Pages Change What You Want?. Working Paper, University of Pennsylvania. Menon S.; Kahn B. (1997). Cross-Category Effect of stimulation on the shopping experience: An aplication to Internet shopping. Working Paper 97-006. The Warton School. Univ. of Pennsylvania. Nielsen/Netratings (2005). Global Internet Trends Data Sheet. Available in http://www.nielsennetratings.com/ Phau, I.; Poon, S. M. (2000). Factors influencing the types of products and services purchased over the Internet. Internet Research, Vol. 10 N. 2. Pp. 102-113.
111
Pricewaterhousecoopers (2001). The Global Outlook for Internet Advertising and Access Spending, 20032007. WWW Document available in http://www.pwcglobal.com/. Rodrguez Ardura, I. (2002). Marketing.com: Marketing y comercio electrnico en la sociedad de la informacin. Ed. Pirmide-ESIC. Steinfield C.; Whitten P. (1999). Community Level Socio-Economic Impacts of Electronic Commerce. Journal of Computer Mediated Communication 5 (2). Swaminathan V.; Lepkowska-White; E.; Bharat P. Rao (1999). Browsers or Buyers in Cyberspace? An Investigation of Factors Influencing Electronic Exchange. Journal of Computer Mediated Communication, 5 (2) December. Tilson, R.; Dong, J.; Martin, S.; Kieke, E. (1998). "Factors and Principles Affecting the Usability of Four E-commerce Sites", Proceedings of Fourth Conference on Human Factors and the Web, AT&T Labs USA, June. Van Riel A.C.R.; Liljander V.; Jurrins P. (2001). Exploring consumer evaluations of e-services: a portal site. International Journal of Service Industry Management, Vol. 12 No. 4, 2001, pp.359377. Wolfinbarger, M.; Gilly M. C. (2002) Comq: Dimensionalizing, Measuring And Predicting Quality Of The E-Tailing Experience, Working Paper, Report No. 02-100, (Boston, Ma: Marketing Science Institute). Yang Z.; Fang X. (2004) Online Service Quality Dimensions And Their Relationships With Satisfaction, International Journal Of Service Industry Management Vol 15 No 3, pp, 302-326 Yang Xia; Zafar U. Ahmed; Morry Ghingold; Goh Sock Boon; Tham Su Mei; Lim Lee Hwa (2003). Consumer Preferences for Commercial Web site design: an Asia-Pacific perspective. Journal of Consumer Marketing, vol. 20 n1. pp 10-27 Yoo B.; Donthu, N. (2001). Developing A Scale To Measure The Perceived Service Quality Of Internet Shopping Sites (Sitequal). Quarterly Journal Of Electronic Commerce, V. 2 N. 1, pp.31-47. Zeithaml, V.A.; Parasuraman, A.; Malhotra, A. (2000) E-Service Quality: Definition, Dimensions And Conceptual Model, Working Paper. Marketing Science Institute. Cambridge, M.A Zeithaml, V.A.; Parasuraman, A.; Malhotra, A. (2001) A Conceptual Framework For Understanding E-Service Quality: Implication For Future Research And Managerial Practice, Working Paper. Marketing Science Institute. Cambridge, M.A., Report No. 00-115. Zeithaml, V.A.; Parasuraman, A.; Malhotra, A. (2002) An Empirical Examination Of The Service Quality-Value-Loyalty Chain In An Electronic Channel, Working Paper, University Of North Carolina, Chapel Hill, Nc.
112