The effect of service guarantee strength on service quality of online merchants. (2016)

• Record Type: Journal Article
• Authors: Peng, Hong; Jiang, Wei; Su, Ruihuan
• Is Part Of: International journal of services technology and management. Volume 22:Number 1/2(2016)
• Page Start: 4
• Page End: 17
• Publication Date: 2016
• Subjects: business reputation -- e-commerce -- electronic commerce -- service quality -- service guarantees -- service guarantee strength -- online services -- electronic services -- e-services -- customer satisfaction -- information quality -- interaction quality -- process quality -- outcome quality -- online shopping; Service industries -- Management -- Periodicals; Service industries -- Technological innovations -- Periodicals; 658.005
• Languages: English
• ISSNs: 1460-6720

Abstract

The authors attempted to study the relationship between service guarantees and service quality in network settings. Based on series of e-service quality evaluation models which were demonstrated in previous works, the authors considered the quality of e-services in four aspects including information quality, interaction quality, process quality and outcome quality. The moderator in above relationship is business reputation. Through analysing the secondary data collected from Taobao, a popular online shopping platform, the authors implied that service guarantee strength bring significantly positive impacts on information quality and interaction quality of online merchants. Moreover, compared with high level reputation, lower level reputation will strengthen the effect of service guarantees on interaction quality. Finally, some suggestions were put forward to improve service quality for online retailers to satisfied customers.