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Online-Oriented Service Quality: An Aspect of Multichannel Retailing
Abstract
Equipped with advancements in technology, multichannel retailers design multichannel servicing systems to meet their customers’ needs. A notable practice by multichannel shoppers is the online-oriented shopping, where shoppers search, purchase and pay online, while they go offline for products pickup/returns. Once multichannel retailers understand how shoppers evaluate service quality in the setting of online-oriented shopping, better servicing systems can be designed. This chapter is dedicated to understand how service quality is evaluated in online-oriented shopping. Because customer satisfaction is paramount, a service quality model incorporates customer satisfaction as an outcome. As this study is the first of its types focusing on service quality in the setting of “buy online, pickup in-store”, traditional retailers can consider our findings as guidelines of advancing into the online world. As such, pure online retailers can benefit from our findings in understanding the impact of establishing a physical presence on service quality models and customer satisfaction.
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