Perceptions of service quality and customer satisfaction of Thai online shopping services.

摘要

This study was aimed at confirming the dimensionality, relevance and quality of an on-line shopping service in Thailand. Moreover, perceptions of service quality dimensions were assessed along with customer satisfaction.; An assessment tool, e-Service quality (e-SQ), which was originally developed by Zeithaml, Parasuraman, and Malhotra (2000), was used to collect service quality perceptions from Thai online shoppers. The sample consisted of 370 Thai visitors of Chulabook.com, who were buyers via an electronic channel or walk-in. Assessments of scale reliability and validity tests for the measures used in this study were also performed. Coefficient alphas of 0.7645 and 0.7098 were obtained for e-service quality scale and loyalty intentions scale respectively.; The major hypotheses were tested from the data gathered from the Chulabook.com customers. The results indicate that no significant relationship existed between customers' perceived e-service quality and their satisfaction with the shopping experience. Further, there was no significant relationship between customer satisfaction and stated loyalty intentions among Chulabook.com customers. This study showed that neither customer satisfaction nor dissatisfaction could predict future Thai customer visits to Chulabook.com.; Implications of these results suggest that the key underlying attributes need to be investigated in order to better understand Thai online shoppers' online service quality assessments. Chulabook.com in particular, should focus on overall e-service quality and specific dimensions of e-service quality such as reliability, personalization, ease of use, and access based on changing customer requirements. To retain online customers, a high priority should be given to service quality dimensions of reliability, promptness, responsiveness, security and trust.