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Service Quality Parameters of Greek Dynamic Pricing Platforms
Costas ASIMAKOPOULOS, Eugenia PAPAIOANNOU, Christos SARMANIOTIS, Maria PAVLIDOU, Paschalina HARIZANI, Aggeliki TZELEPI

Last modified: 2019-11-15

Abstract


Abstract: The purpose of this paper is to investigate users' expectation and perception levels towards service quality dimensions regarding Skroutz.gr and to analyze the discrepancy gap between users’ expectation and perception throughout those dimensions. Additionally, determinants (factors) of Skroutz.gr service quality are extracted. Combining the above findings, the possible influence on user disconfirmation dimensions of these determinants (factors) of Skroutz.gr service quality is examined. A modification of the well known e-SERVQUAL model concerning the evaluation of the customer’s satisfaction with Skroutz.gr, is used. Thus, a research model is proposed, consisting of the determinants of Skroutz.gr service quality (four factors) as affected by the discrepancies (disconfirmation) of the dimensions named “Design of the Web” and “Payment-Privacy/Security”, "Services Provided" and "Overall Satisfaction". The main contribution of the paper is the construction of a model entailing user expectation disconfirmation dimensions and the determinants of user satisfaction of Skroutz.gr transaction services. The paper’s results contribute towards improving the provided services of Skroutz.gr and other similar companies
Introduction

One model of e-commerce is the so-called price comparison model. This e-commerce model is based on the success that a website will have when it provides the basic service of the comparison of a specific product originating from several web sources and offering price comparison to the web visitors. A successful website in Greece is the skroutz.gr. A first question that arises is why someone should be focused on a web service provided to a specific country. The answer is that most research on e-commerce adoption is focused on specific countries [1]. Due to regional contextual factors and unique national characteristics e-commerce adoption is influenced [2]. A number of studies has been done on countries such as Taiwan [3], Algeria [4], Kuwait [5].

This paper examines the web service offered by Skroutz.gr, and it explores a set of features that have the potential to affect the satisfaction and the perceived quality of online transactions for skroutz.gr visitors.

The paper [5] make it prominent that effectiveness of online websites is affected by a successful design regarding aesthetics, presentation and functionality, which all can play an important role in the overall user satisfaction. Moreover, there exist many papers that present field studies where satisfaction has a central role and affects repurchase intention and loyalty [6]. From the works of [7] and Yen and Lu [8], [9] it is maintained that e-service quality is related to user satisfaction. The question regarding which dimensions of service quality are important to customer satisfaction in the online services context still stays on. Although many studies have examined the impact of e-service quality on customer satisfaction in B2C and B2B commerce, the literature is poor in the case of services of price comparison such as Skroutz.gr. To sustain the importance of this study is that the security and trust dimension of e-service quality is not applicable here as skoutz.gr does not provide any money transactions. The latter is exclusive responsibility of the e-shops that the product under search is originated. Hence, user satisfaction looses one of its pillars and thus the determination of the others is to be found.

This paper’s purpose is accomplished through an empirical investigation of a sample of 199 users of Skroutz.gr.

The objectives of the research reported in this paper can be summarized to the below:

First of all, to investigate users' expectation and perception levels towards service quality dimensions regarding Skroutz.gr and to analyze the discrepancy gap between buyers’ expectation and perception throughout those dimensions.

Secondly, to investigate determinants (factors) of Skroutz.gr service quality.

Finally, to find out possible influence on user disconfirmation dimensions of these determinants (factors) of Skroutz.gr service quality.

The rest of this paper is organized as follows: next section describes the relevant literature on customer satisfaction and service quality in e-commerce context. Next, some research hypotheses are formulated to see whether some dimensions of users’ expectation disconfirmation are positive. Based on service quality in the e-commerce context literature findings and the disconfirmation dimensions, we then, set up a compact set of research hypotheses that are to be tested later on. Research methodology and data collection is described. Moreover, data analysis and discussion are presented. To see whether disconfirmation is positive or not, gap analysis is employed between perceived and expected performance. Then, factor analysis is utilized to identify broad determinants of Skroutz.gr service quality. Next, a second set of research hypotheses are tested to find out whether these factors are related to the users’ disconfirmation dimensions. A new theoretical model is proposed based on the above mentioned hypotheses. Finally, conclusions with managerial implications, limitations and propositions for further research issues are presented.

Keywords


service quality; satisfaction; customer’s perception and expectation; gap analysis

References


References

[1] Zhu, L., and Thatcher, S. (2010), National information ecology: a new institutional economics perspective and global e-commerce adoption, Journal of Electronic Commerce Research, 11, 1, p. 53–73.

[2] Li, P. and Xie, W. (2012) A strategic framework for determining e‐commerce adoption, Journal of Technology Management in China, 7, 1, p.22–35.

[3] Shih, H.P. (2004). An empirical study on predicting user acceptance of e-shopping on the web, Information and Management, 41, p. 351-6.

[4] Belkhamza, Z. and Wafa, S. (2009), The Effect of Perceived Risk on the Intention to Use Ecommerce: The Case of Algeria, Journal of Internet Banking and Commerce, 14, 1, p. 1-10.

[5] Rouibah, K., and Hamdy, H. (2009), Factors affecting information communication technologies usage and satisfaction: Perspective from instant messaging in Kuwait, Journal of Global Information Management, 17, 2, p. 1-29.

[6] Stefanou, C, Sarmaniotis, C and Stafyla, A. (2003). CRM and Customer-centric Knowledge Management: An Empirical Research, Business Process Management Journal, 9, 5, p. 617-634.

[7] Huang, X., and Finch, B.J. (2010), Satisfaction and dissatisfaction in online auctions: an empirical analysis, International Journal of Quality & Reliability Management, 27, 8, p. 878-892.

[8] Yen, C.-H. and Lu, H.-P. (2007), Factors influencing online auction repurchase intention, Internet Research, 18, 1, p. 7-25.

[9] Yen, C.-H. and Lu, H.-P. (2008), Effects of e-service quality on loyalty intention: an empirical study in online auction, Managing Service Quality, 18, 2, p.127–146.


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