CUSTOMER PREFERENCES FOR DIFFERENT SERVICE QUALITY DIMENSIONS IN SELECTED E-COMMERCE WEBSITES IN INDIA

Introduction: Customer satisfaction is vital to ward off brief and long-time prices related to poor customer support. The short-term dissatisfaction that the customer experiences from the service of a business can act as an instigator to a walkout, while a protracted-time period dissatisfaction may cause them to abscond. The key to ensuring the likelihood that customers visit and transact with a website is to provide them a service that meets their expectations and satisfies them. The e-tailers should thus develop such high-end services that create a beautiful customer experience and gain their trust, commitment, and loyalty. Objective: The focus of the research paper is to analyze various electronic service quality dimensions namely perceived ease of use, perceived privacy, perceived website design, perceived personalization, perceived assurance, perceived responsiveness, perceived reliability and perceived information quality of online services provided by the selected e-commerce companies to the Indian consumers. The paper looks into the relevance of each dimension, impacting the online shoppers' decision to shop from a specific platform. Methodology: One - way ANOVA was used to test the summated average scores of all the service quality dimensions and different selected online websites offering online shopping services. Findings: The study revealed that the website service quality dimensions have a dominant effect on customer perceived service quality, leading to repeat client patronage, which may later develop into customer loyalty. Originality/Value: Instrumental dimensions of e‐service quality were developed by modifying the SERVQUAL model in the online shopping context. The result of this study provides valuable orientation for managers of online stores, as well as for researchers interested in internet marketing.