E-service quality and e-retailers: Attribute-based multi-dimensional scaling

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216224%3A14560%2F21%3A00120768" target="_blank" >RIV/00216224:14560/21:00120768 - isvavai.cz</a>

Výsledek na webu

<a href="https://www.sciencedirect.com/science/article/pii/S0747563220303551" target="_blank" >https://www.sciencedirect.com/science/article/pii/S0747563220303551</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1016/j.chb.2020.106608" target="_blank" >10.1016/j.chb.2020.106608</a>

Jazyk výsledku

angličtina

Název v původním jazyce

E-service quality and e-retailers: Attribute-based multi-dimensional scaling

Popis výsledku v původním jazyce

Digital retail is a technology-driven business. Customers shop with the help of cutting-edge self-service technologies deployed by marketers to enhance customer experience and e- service quality (e-SQ). However, there is a lack of understanding of how customers differentiate between various digital retailers while shopping. We attempt to compare similarity and dissimilarity between top e-retailers based on customer perception grounded in seven dimensions of e-SQ using data from an important emerging market. Multi-Dimensional Scaling (MDS) technique was applied to analyze similarity judgments of the respondents to draw an aggregate perceptual map of the selected e-retailers. Subsequently, discriminant analysis was carried out and the results were used to create combined spatial maps of e- retailers and e-SQ attributes. It was found that consumers can perceive top e-retailers as similar or isolated brands. Our findings suggest that all seven e-SQ attributes can create differentiation among leading e-retailing brands. However, we recommend e-retailers to fortify their service recovery dimensions, as consumers give greater importance to them. Further, we benchmarked fulfilment and contact as critical dimensions for managing e-SQ from the top two e-retailers (Amazon India and Flipkart) and discussed how they are deploying cutting-edge technologies to beef up these dimensions.

Název v anglickém jazyce

E-service quality and e-retailers: Attribute-based multi-dimensional scaling

Popis výsledku anglicky

Digital retail is a technology-driven business. Customers shop with the help of cutting-edge self-service technologies deployed by marketers to enhance customer experience and e- service quality (e-SQ). However, there is a lack of understanding of how customers differentiate between various digital retailers while shopping. We attempt to compare similarity and dissimilarity between top e-retailers based on customer perception grounded in seven dimensions of e-SQ using data from an important emerging market. Multi-Dimensional Scaling (MDS) technique was applied to analyze similarity judgments of the respondents to draw an aggregate perceptual map of the selected e-retailers. Subsequently, discriminant analysis was carried out and the results were used to create combined spatial maps of e- retailers and e-SQ attributes. It was found that consumers can perceive top e-retailers as similar or isolated brands. Our findings suggest that all seven e-SQ attributes can create differentiation among leading e-retailing brands. However, we recommend e-retailers to fortify their service recovery dimensions, as consumers give greater importance to them. Further, we benchmarked fulfilment and contact as critical dimensions for managing e-SQ from the top two e-retailers (Amazon India and Flipkart) and discussed how they are deploying cutting-edge technologies to beef up these dimensions.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2021

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Computers in Human Behavior

ISSN

0747-5632

e-ISSN

—

Svazek periodika

115

Číslo periodika v rámci svazku

February

Stát vydavatele periodika

NL - Nizozemsko

Počet stran výsledku

14

Strana od-do

106608

Kód UT WoS článku

000602330800006

EID výsledku v databázi Scopus

2-s2.0-85094210476