Online customer service quality of online shopping: evidence from Dangdang.com
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Through the survey and six hypothesis, we conduct an empirical study to analyze how the six dimensions (including accessibility, reliability, ease-of-use/usefulness, interactivity, responsibility/efficiency, safety/privacy) influence the perceived online customer service quality. The questionnaire is divided into four parts: basic personal information, introduction of background knowledge, perceived online customer service quality, factors which influence perceived online customer service quality. Our methodology combines factor analysis and regression analysis to a novel dada set which comes from a real buyer of Dangdang.com. We find that the above six factors have significant positive influence to the perceived online customer service quality. We also find that the perceived online customer service quality will benefit from real-time online customer service.
KeywordsOnline customer service Perceived customer service quality Real-time online customer service SERVQUAL
This paper is under grant of National Natural Science Foundation of China (No. 71471102), Natural Science Foundation of Guangdong Province (No. 2015A030310506) and Philosophy and Social Science Planning Program of Guangdong Province (GD16XGL38).
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