The programming committee for the 77th Annual SAM International Business Conference is pleased to announce the acceptance of the presentation E-Commerce Retailing: The Relationship between Customer Perceptions of Service Quality and Satisfaction, authored by Derrick Proffitt, Jack McCann, and Betsy Sparks from Tusculum University, Purdue University and Grand Canyon University.
Presentation Abstract: Information is power, and organizational information awareness holds the keys to success in E-commerce. While customer satisfaction and service quality are widely known as the driving forces that impact the financial outlook of firms, customers’ experiences appear to have fallen short of the desired expectation. Today, 59% of all consumers feel companies have lost touch with the human element of customer experience (PricewaterhouseCoopers, n.d). Fifty-four percent say customer experience at most companies needs improvement (PricewaterhouseCoopers, n.d). This quantitative study explored the relationships between the six dimensions of consumers’ perceived service quality for online retailing – reliable/prompt responses, access, ease of use, attentiveness, security, credibility, and overall service quality and customer satisfaction using survey research. The results indicate that the most influential online service quality dimensions associated with a high level of overall customer satisfaction in online retailing are ease-of-use and reliable/prompt response. The results also indicate that the most influential online service quality dimension associated with high overall service quality is ease-of-use. Online E-commerce retailers can use these findings to better understand service quality expectations and consumer perceptions for customer satisfaction improvement. High levels of customer service and customer satisfaction lead to increased customer loyalty. Many scholars and business practitioners regard customer loyalty as fundamental to a company’s success.
Join us online to see this great paper and many more March 31 – April 2, 2022. For registration information visit www.samnational.org/conference.