Electronic retailers' perception of internet retail service quality / Che Suzana Aida Che Nordin

Dimension of critical factors that impact online retailing (e-quality) are synthesized from
literature and organized along eleven e-service quality which are incubative dimension
(ease of use, linkage, appearance, structure and layout, content and information) and
active dimension (reliability, security, efficiency, communication, support and
incentives). Using a random sample of nine Banks that have online banking services, the
study benchmark real online transactions against e-quality service dimension. Finding
suggests several areas that e-retailers should target for improvement. These areas include
enhancing the capabilities of search engine, providing the ability to translate into
multiple languages, enhancing way to interact with customer like chatting site, electronic
bulletin board, and voice over IP, build more affinity program, reducing the number of
clicks to complete a transaction and provide customer the ability to track order status
and ease of check out. The use of the Internet as a channel for commerce and
information presents an opportunity for business to use the Internet as a tool for
customer relationship management (CRM) and electronic customer relationship (ECRM).
This study also attempted to uncover the state of customer services and
Electronic Customer Relationship Management (E-CRM) implemented in online
retailers. It was found that electronic retailers differ in the presence of the 42 different ECRM
features and also have different perception of e-service quality.