Tuning an Online Shop: Consumer Reactions to E-tailers' Service Quality
Sprache des Titels:
This paper investigates the impact of service quality in e-tailing on site visits and consumer demand
(approximated by the last-click-through concept). We use a large representative data set obtained from a price-comparison site which covers most of the national
(Austrian) market on e-tailing. Customers' valuations for a broad range of 15 different service characteristics are condensed by factor analysis. Negative
binomial regressions analysis is used to measure the impact of principal factors for service quality on referral requests to online shops and last-click-throughs
for different product categories.