%0 Journal Article
%T SERVICE QUALITY IN ONLINE MARKETING: CUSTOMERS CENTRIC ANALYSIS
%A P. DURKASREE
%A M. RAMESH
%J Perspectives of Innovations, Economics and Business
%D 2011
%I Prague Development Center, s.r.o.
%X In this ICT age, we have witnessed a substantial growth of internet based services. One of the key challenges of the online as a service delivery channel is how they manage service quality, which holds a significant importance to customer satisfaction. The purpose of this study was to gain a better understanding of the service quality dimensions that affect customer satisfaction in online marketing from a customer perspective. The data were collected through a questionnaire with 127 online shoppers. Exploratory factor analysis was conducted to narrate the important service quality factors in online marketing. This study identifies seven service quality dimensions having a strong impact on customer satisfaction
%K Online marketing
%K customer satisfaction
%K service quality
%U http://academicpublishingplatforms.com/article.php?journal=PIEB&number=7&article=272