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2006:58

MASTER'S THESIS

Customer SatisfactionService Quait! in "nine #urc$asin% in Iran

Rana Mosta%$e

&ue (niversit! of Tec$noo%!

Master T$esis) Continuation Courses

Mar*etin% an+ e,commerce-e.artment of /usiness A+ministration an+ Socia Sciences -ivision of In+ustria mar*etin% an+ e,commerce

2006:58 , ISS: 165,0183 , ISR: &T(,#/,E4,,0658,,SE

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Customer Satisfaction: service uait! in onine .urc$asin% in Iran

Su.ervisors:

-r7 Amir Aa+vi-r7 Moe9 &ima!em

Referee:-r7 A%$+asi

#re.are+ !:Rana Mosta%$e

Tariat Mo+ares (niversit! acut! of En%ineerin% -e.artment of In+ustria En%ineerin%

&uea (niversit! of Tec$noo%!-ivision of In+ustria Mar*etin% an+ E,Commerce

MSc ;oint #R"T$e customer?s min+ is sti cose+ to us@ it is a ac*oB? t$at remains seae+7 e can oserve in.uts tot$e oB an+ t$e +ecisions ma+e as a resut) ut De cannever *noD $oD t$e act of .rocessin% in.uts tru!$a..ens

;o$n E7

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Astract

T$e fin+in%s of t$is researc$ are most! usefu to t$ose Fmana%ers) De

+esi%ners) etc7G D$o inten+ to .enetrate t$e Iranian mar*et Dit$ east cost)

time an+ ener%!7 T$e resuts in+icate t$e most im.ortant De uait! factors

t$rou%$ Iranian onine s$o..ers? .ers.ective7 In t$e ast feD !ears) a

si%nificant %roDt$ $as een notice+ in t$e Internet, ase+ services in t$e .ure

Internet usinesses as De as t$e tra+itiona enter.rises) D$ic$ are

+eveo.in% t$eir onine services7 "ne of t$e *e! c$aen%es of onine

usinesses is $oD t$e! mana%e service uait!) D$ic$ $o+s a si%nificant

im.ortance to customer satisfaction7 In a++ition of success stories De s$ou+

e aDare of .roems@ in !ear 2000 near! 00 (S onine firms Dere s$ut

+oDn) 1 of t$em Dere onine retaiers FMinJoon ;un) 200KG7 T$e .ur.ose of

t$is researc$ is to ran* t$e uait! factors .erceive+ to e most im.ortant in

reation to t$e use of onine s$o.s7 T$e uestionnaire utii9e+ Das ase+ on

t$e SERLQ(A& instrument t$at i+entifies five uait! +imensions in service

environments7

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Ac*noDe+%ements

irst of a I Dou+ i*e to eB.ress m! sincere %ratitu+e to m!su.ervisors) -r7 Moe9 &ima!em at +ivision of In+ustria Mar*etin% an+

Eectronic Commerce of &ue (niversit! of Tec$noo%!) SDe+en) for $is

intei%ent %ui+ance an+ $e.fu a+vice +urin% t$e D$oe .rocess) an+ -r7 Amir

Aa+vi at +ivision of In+ustria En%ineerin% an+ Eectronic Commerce of

Tariat Mo+ares (niversit!) Iran) for $is ver! $e.fu su..orts7

I Dou+ i*e to t$an* a t$e .artici.ants D$o contriute+ to m! Dor*) not

Just for t$eir res.onses) ut aso for t$e %oo+ su%%estions t$e! ma+e an+ t$eir

*in+ $e.7

S.ecia t$an*s to m! $usan+) fami! an+ frien+s for t$eir consi+eration

an+ su..ort +urin% a t$e .rocess7

Rana Mosta%$e a,2005

K

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Tae of Content

CHA#TER 1 777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777

ITR"-(CTI" 777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777

17ITR"-(CTI" 77777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 171 /AC=

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EM#IRICA& -ATA #RESETATI" 7777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 6

K7EM#IRICA& -ATA #RESETATI" 77777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 6K71 "LERLIE " THE SAM#&E 777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 6K72 Q(ATITATILE -ATA #RESETATI" 77777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 6K K7271Sam.e an+ Res.onse rate 777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 65 K7272-escri.tive statistics777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 65

CHA#TER 5 7777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 30

-ATA AA&NSIS A- C"C&(SI" 77777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 30

575715725757K575576

-ATA AA&NSIS A- C"C&(SI" 77777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 30THE M"ST IM#"RTAT -IMESI"S " SERLICE Q(A&ITN 7777777777777777777777777777777777777777777777777777777777 30C"M#ARI< E/ Q(A&ITN ACT"RS /ETEE IRAIA A- AMERICA C(ST"MERS 77777777777777 3THE M"ST IM#"RTAT ACT"RS " SERLQ(A& 7777777777777777777777777777777777777777777777777777777777777777777777 36IM#&ICATI"S "R #RACTITI"ERS 77777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 38IM#&ICATI"S "R THE"RN 77777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 3IM#&ICATI"S "R (RTHER RESEARCH 777777777777777777777777777777777777777777777777777777777777777777777777777777777777 3

RES"(RCES777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 81

A##E-I4 I: Q(ESTI"AIRE7777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 86

A##E-I4 II: TA/&ES 77777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 1

6

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&ist of TaesTae 1: To. K0 E,retaiers accor+in% to t$eir satisfaction score7777777777777777777777777777777777777777777777777777777 777 12Tae 2 : To. 100 Internet retai com.anies 77777777777777777777777777 7777777777777777777777777777777777777777777777777777777777777777 1KTae : T$ese firms ost mone! efore .a!in% over$ea+ costs +urin% t$e 1 to 2000 777777777777777777777 20

Tae K: researc$ strate%ies 777777777777777777777777777777777777 7777777777777777777777777777777777777777777777777777777777777777777777777777777 K8Tae 5:Reiaiit! Statistics77777777777777777777777777777777777777777777777777777777777777777777777777 777777777777777777777777777777777777777 55Tae 6: Satisfaction of res.on+ents Dit$ t$e eui.ment t$e! use 777777777777777777777777777777777777777777777777777777777 63Tae 3: T$e use of t$e De 77777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 68Tae 8: esites ran*e+ ! freuenc! of visits7777777777777777777777777777777777777777777777777777777777777777777777777777777777777 68Tae : t$e to. five Dit$ $i%$est scores of im.ortance 7777777777777777777777777777777777777777777777777777777777777777777777777 68Tae 10: T$e ottom five Dit$ oDest scores of im.ortance777777777777777777777777777777777777777777777777777777777777777777 6Tae 11: T$e to. ten of service uait! factors Dit$ $i%$est scores of im.ortance7777777777777777777777777777777 32Tae 12: T$e ottom ten of service uait! factors Dit$ oDest scores of im.ortance 77777777777777777777777777 3Tae 1: T$e to. ten Dit$ $i%$est score on im.ortance from Iranian an+ American .ers.ective 77777777 3KTae 1K: T$e ottom ten Dit$ oDest scores of im.ortance from Iranian an+ American .ers.ective777 35Tae 15: Ran*e+ SERLQ(A& factors accor+in% to t$eir im.ortance mean77777777777777777777777777777777777777777 33Tae 16: #aire+ Sam.es Test77777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 33Tae 13: umer of res.on+ent ! %en+er 7777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 1Tae 18: umer of res.on+ents ! ie+ of e+ucation777777777777777777777777777777777777777777777777777777777777777777777777 1Tae 1: umer of res.on+ents ! a%e 7777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 1Tae 20: im.ortance of an+ satisfaction Dit$ as.ects of De uait! 777777777777777777777777777777777777777777777777777 2Tae 21: Im.ortance of SERLQ(A& factors77777777777777777777777777777777777777777777777777777777777777777777777777777777777777777

3

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&ist of i%uresi%ure 1: Correation etDeen customers' eB.ectations an+ customer satisfaction7777777777777777777777777777777 13i%ure 2 : A conce.tua mo+e of service uait! 77777777777777777777777777777777777777777777777777777777777777777777777777777777777 18i%ure : -e.en+ence etDeen uait!) satisfaction an+ .rofitaiit! 777777777777777777777777777777777777777777777777777 20i%ure K : Customer satisfaction continues im.rovement 7777777777777777777777777777777777777777777777777777777777777777777777 23i%ure 5 : T$e circe of satisfaction 7777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 23i%ure 6: T$e #rinci.e of .re,stu+! 777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 28i%ure 3: Customer satisfaction measurement met$o+ 77777777777777777777777777777777777777777777777777777777777777777777777777 2i%ure 8: Measurin% customer satisfaction77777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 2i%ure : A Researc$ Mo+e for t$e Antece+ents an+ Customer Satisfaction of C!er S$o..in% StoreFCSSG7777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 0i%ure 10: Customer contact O customer focus matriB 77777777777777777777777777777777777777777777777777777777777777777777777777 2i%ure 11 : T$e e,service offerin% 7777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777777 K1i%ure 12: Reations$i. etDeen service uait! an+ customer satisfaction ase+ on SERLQ(A&777777 5i%ure 1: #ie c$art@ numer of res.on+ents ! %en+er777777777777777777777777777777777777777777777777777777777777777777777777 66i%ure 1K: /ar c$art@ numer of res.on+ents ase+ on t$eir e+ucation?s fie+7777777777777777777777777777777777777 66i%ure 15: /ar c$art@ numer of res.on+ents ! a%e7 777777777777777777777777777777777777777777777777777777777777777777777777777 63

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C$a.ter 1

Intro+uction

17 Intro+uction

T$e ac*%roun+ of t$e seecte+ area is intro+uce+ in t$e first c$a.ter7 T$en)

t$e .roem area Di e neBt +iscusse+ to .rovi+e a +ee.er un+erstan+in% aout t$e

researc$ area for rea+er7 T$e .roem +iscussions en+ Dit$ a researc$ .roem an+ a

s.ecific researc$ uestion7 In t$e en+ of t$is c$a.ter t$e contriution of t$is researc$

is aso .resente+7

171 /ac*%roun+

T$e ac*%roun+ of t$e researc$ area is .rovi+e+ in t$is section7 It contains t$e

%enera i+ea of e,commerce an+ onine retaiin% as one of t$e maJor sectors in e,

commerce in t$e com.an! of a ist of to. K0 e,retaiers D$o $ave t$e most satisfaction

scores in t$e Dor+ Foresee) s.rin% 2005G7 &i*eDise) a rief intro+uction of e,

commerce situation in Iran is rou%$t $ere7 T$is section aso +escries t$e im.ortance

of service uait! an+ it's reations$i. Dit$ customer satisfaction7

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17171 E,commerce

T$ere are man! +efinitions for e,commerce7 $at La+imir PDass in 16

eieve+ is: Eectronic commerce is t$e s$arin% of usiness information) maintainin%

usiness reations$i.s) an+ con+uctin% usiness transactions ! means of

teecommunications netDor*s7 Is not ver! far from D$at ;eassi in 2005 sai+:

Eectronic commerce) or e,commerce) is more s.ecific t$an e,usiness an+

can e t$ou%$t of as a suset of it7 Eectronic commerce +eas Dit$ t$e faciitation of

transactions an+ sein% of .ro+ucts an+ services onine) i7e7 via t$e Internet or an!

ot$er teecommunications netDor* FTaDfi* ;eassi Arec$t En+ers) 2005G7 T$is

Das an aca+emic +efinition for e,commerce) D$at .ractitioners eieve is: E,

commerce is often referre+ to as e,usiness an+ it is %enera! cassifie+ into fourt!.es: /2/: usiness,to,usiness@ /2C: usiness,to,consumer@ C2C: Consumer,2,

Consumer@ C2/: consumer,to,usiness FC$ristian 7Ma+u an+ Assum.ta A7 Ma+u)

2002G7

Accor+in% to t$e orrester) t$e researc$ or%ani9ation FDDD7forrester7comG) t$e

fast %roDt$ of e,commerce in t$e +eveo.e+ countries an+ t$e vaue a++e+ D$ic$ t$e!

%ain t$rou%$ it@ o*e u. t$e a%%e+ countries com.ete! an+ ma*e t$em revise t$eir

mar*etin% an+ commerce strate%ies@ in or+er to com.ete in t$e Dor+ mar*ets) T$is

or%ani9ation aso .re+icts t$at e,commerce in t$e Dor+ Di rise from 5K miion

(S- in 2001 to 10 triion (S- in 20057

17172 "nine Retaiin%

e are Ditnessin% t$e fast %roDt$ of e,retaiers a aroun+ t$e Dor+7 At$ou%$

/2/ .a!s a i%%er roe in .ortion of e,commerce rat$er t$an /2C@ t$e! ot$ are

sur.assin% t$e ric*s an+ mortar section7

-es.ite of man! onine visitors) most of t$em Just tr! to fin+ more information

instea+ of .urc$asin% onine7 T$ese Desites are essentia e,CRM FCustomer

Reations$i. Mana%ementG toos for retaiers in or+er to survive in t$is com.etitive

mar*et) a++,vaue services are nee+e+ to *ee. +ifferentiation Dit$ t$e rivas7

After emer%in% of e,commerce man! firms start,u. t$eir Desites to e t$e

.ioneers in t$is fie+) ut +urin% t$e mi+,2000 man! ues urst7 Stor! of survive+

10

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com.anies Dou+ ea+ us to etter un+erstan+in% of t$eir stren%t$s an+ .oDers7 &arr!

ree+ $as .rovi+e+ an Internet Retaier?s ist of to. K0 Retaiers ! saes voume in

Tae 1 D$ic$ s$oDs D$ose onine revenue Das %reater in 200K F&arr! ree+)

oreSee Resuts) S.rin% 2005G7 Customers are ifeoo+ of an or%ani9ation) so t$eir

satisfaction is t$e to. %oas of t$e firms7 In tae 1 to. K0 e,retaiers are ran*e+ !

t$eir satisfaction score7

11

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Tae 1: To. K0 E,retaiers accor+in% to t$eir satisfaction score

Source: &arr! ree+) 2005

12

rom tae 1 it is un+erstoo+ t$at ama9on7com) $a+ t$e %reatest voume of

onine saes in 200K) +e7com an+ office+e.ot7come are in t$e secon+ an+ t$ir+

.ositions res.ective!7

Com.anies cou+ not fooD constant rues to e successfu in onine mar*ets7

T$ere is not a ist of actions t$at ea+ com.anies to more .rofit or more customer

satisfaction7

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Tae 2 : To. 100 Internet retai com.anies

Source: Ric$ar+ A7 einer%) an+ RaJes$ =a+am an+ &ei%$ Ho*ama) 2002

1K

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1717 E,commerce in Iran

In Iran Internet is use+ most! in t$e universities for researc$ .ur.oses) t$e

Internet stations t$rou%$ out t$e cities are use+ for ver! imite+ activities suc$ as

c$ec*in% e,mais an+ ma*in% on% +istance tee.$one cas7 T$erefore t$e .enetration

of e,commerce in Iran is in its ear! sta%es7 T$e .roof for t$is caim is t$e EI(

FDDD7EI(7comG ratin% re.ort t$at in 2000 sa!s: accor+in% to economic) financia

.oicies an+ .oitica strate%ies amon% 60 countries Iran is t$e 5t$) ase+ on

teecommunication infrastructures Iran $as t$e 56t$ .ace an+ for t$e e,commerce

58t$7 "vious! E,commerce is somet$in% neD for t$is countr!@ $oDever it?s

eB.ecte+ to %roD stea+i! in t$e near future7

/ein% t$e fooDer in t$is fie+) De s$ou+ utii9e t$e o..ortunities an+ avoi+

t$e ris*s7 /! ana!9in% t$e success stories an+ fin+in% t$eir critica success factors)

an+ aso stu++in% t$e tren+ of on ine retaiers D$ic$ $ave een vanis$e+) De Di e

in a etter .osition to set our .oicies an+ strate%ies7 T$ere are man! researc$es D$ic$

$ave een +one in t$e fie+ of onine retaiin% aroun+ t$e Dor+) D$ie man! retaiers

aunc$ t$eir Desites it is time to ea+ t$em in t$e a..ro.riate Da!7 Aca+emicianss$ou+ ocai9e t$e forei%ner?s resuts to $e. Iranian firms to reac$ t$e Dor+

stan+ar+s7

Here is some of t$e Iranian onine retaiers: DDD7c+*a+e$7com ) DDD7afta7ir

) DDD7namaa9ar7net ) DDD7softcit!7ir) DDD7*etaa*7com) DDD7iraneoo*s7com)

DDD7%oo!aoo*s7com)

DDD7vasete$7com

DDD7mo$amma+oo*7com) DDD7Ja$antasvir7com)

DDD7ar!anatas$7com) DDD7es$o.ui+er7ir) DDD7%$aem7i9) DDD7.ar+a*$t7com)

1717K Customer Satisfaction

To un+erstan+ t$e im.ortance of customer satisfaction) consi+er t$ese facts:

customers Dit$ .roems usua! +on't react an+ on! K of t$em com.ain@ norma!

a .erson Dit$ .roem tes ot$er .eo.e aout it@ D$ie satisfie+ customers te 5

ot$er .eo.e aout t$eir %oo+ eB.eriment@ *ee.in% a current customer costs aout 13

15

of t$e cost of acuirin% a neD customer@ retainin% a current em.o!ee costs one tent$

of $irin% an+ trainin% a neD one7

T$ese facts@ $i%$i%$ts t$e crucia roe of satisf!in% customers D$ic$ rin%s

em.o!ee satisfaction@ $ence) t$e .rofit maBimi9ation of t$e com.an!7

T$erefore) or%ani9ations nee+ to un+erstan+ t$at to D$at eBten+ t$eir

customers Dou+ e satisf!7 Customer satisfaction in mar*etin% conteBt $as s.ecific

meanin%s: An+ers

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i%ure 1: Correation etDeen customers' eB.ectations an+ customer satisfactionSource: In%ri+ eci*ova) 200K

"ne of t$e main in%re+ients of success in t$e mar*et .ace is customersatisfaction7

.rofitaiit!7

T$erefore) com.anies s$ou+ measure t$eir customers' satisfaction to fortif!

t$eir stren%t$s an+ im.rove t$eir Dea*nesses7

;oc$en irt9 F200G iste+ t$e resuts of customer satisfaction as

fooDs : re.eat .urc$ase@ o!at!@ .ositive Dor+,of,mout$ an+ Increase+ on% term

17175 Service Quait!

A conce.tua mo+e of service uait!) t$rou%$ em.irica researc$) +eveo.e+

! #arasuraman et a7 F185G7 T$e mo+e $i%$i%$ts t$e fooDin% five service uait!

%a.s:

F1G

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i%ure 2 : A conce.tua mo+e of service uait!Source: #arasuraman et7 a7 ) 185

172 #roem -iscussion

At$ou%$ t$e internet c$anne increasin%! $as een use+ ! man! onine

s$o.s@ ut man! onine retaiers are s$ut +oDn7 In a com.etitive mar*et .ace

un+erstan+in% customer?s nee+s ecome crucia7 T$erefore) com.anies $ave move+

from a .ro+uct,centric to a customer,centric .osition7 Customer retention is +irect!

infuence+ ! customer satisfaction7 Retention is a maJor c$aen%e .articuar! in

internet ase+ services) as customers can easi! sDitc$ from one service .rovi+er to

anot$er at oD cost F=$aifa an+ &iu) 200G7 Consi+erin% t$e $i%$ costs of acuirin%

neD customers an+ t$e a..arent! $i%$ customer turn over of man! onine services) it

is ver! im.ortant to stu+! t$e +eterminants of customer satisfaction FLan Rie)

&iJan+er ;urriens 2001G7

18

Customer satisfaction is t$e *e! factor +eterminin% $oD successfu t$e

or%ani9ation Di e in customer reations$i.s FReic$$e+) 16G) t$erefore it is ver!

im.ortant to measure it7 Tota uait! mana%ement FTQMG is ase+ on t$e i+ea of

customer satisfaction O a mana%ement a..roac$ of an or%ani9ation centere+ on

uait!) ase+ on t$e .artici.ation of a its memers an+ aimin% at on%,term success

t$rou%$ customer satisfaction an+ enefits to a memers of t$e or%ani9ation an+ to

societ! FIS" 8K02G7 T$e ac$ievement of true customer satisfaction invoves:

customer oriente+ cuture@ an or%ani9ation t$at centers on t$e customer@ em.o!ee

em.oDerment@ .rocess oDners$i.@ team ui+in%@ an+ #artnerin% Dit$ customers an+

su..iers7

In t$e ot$er Dor+s:

UU

UUU

im.rovement of t$e firm?s re.utation an+ ima%e@re+uction of customer turnover@ increase+ attention to customer nee+s in TQM.annin%@re+uction of mar*etin% costs an+) vice versa) oDer transaction costs@re+uction of costs reate+ to .ro+uctservice faiures@an+) ast!) increase+ satisfaction amon% .ersonne an+ %reater staiit! of t$eDor*force7 F -avi+ M7 S9!mans*) 2000G

T$ere are severa enefits for uait! to e foun+ via mar*et researc$)

.articuar! in measurin% t$e satisfaction eves of current customers) +eterminin%

customer nee+s for .ro+uct +eveo.ment) an+ ana!9in% customer retention an+

o!at!7 To etter mana%e customer satisfaction) firms s.en+ miions on effective!

trac*in% t$e met$o+s t$at %uarantee customer satisfaction) ecause t$e uantitative

measurement of customer satisfaction is a %reat $e. for com.re$ensive! measurin%

t$e effect of .ro+uct uait! on customer e$avior7

As D$at >In%ri+ eci*ova) 200K iustrates in i%ure @ Customer

satisfaction as +iscusse+ aove ea+s to .rofitaiit! an+ service uait! is t$e main

factor of it) es.ecia! in onine tra+in%) so it is cear t$at service uait! in+irect!

affects t$e sta*e$o+ers? enefits7

1

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i%ure : -e.en+ence etDeen uait!) satisfaction an+ .rofitaiit!Source: In%ri+ eci*ova) 200K

(SA T"-AN F120K2000G) re.orte+ 0 firms Dit$ ne%ative %ross mar%ina in

1) as tae s$oDs a t$ese onine retaiers ost mone!7 T$ese +otcoms Dere

ues D$ic$ urst in 20007 oDa+a!s De most! $ear aout t$e enefits of Internet

an+ usua! for%et t$e $armfu osses D$ic$ ma! t$reat our usinesses7

Tae : T$ese firms ost mone! efore .a!in% over$ea+ costs +urin% t$e 1 to 2000

Source: (SA T"-AN) 2000,0K,12: DDD7usato+a!7commone!+otcoms+ot087$tm

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or *ee.in% onine retaiers aive Dit$ o%ica .rofits@ retainin% customers

must e t$e foremost aim7 Customer satisfaction) as De +iscusse+ efore) $as t$e most

im.ortant effect on customer stic*iness an+ in or+er to narroDin% +oDn De focus on

service uait! as one of t$e customer satisfaction?s factors7

17 Researc$ #roem an+ Researc$ Question

/ase+ on .roem +iscussion our researc$ .roem is formuate+ as fooDs:

To un+erstan+ t$e most im.ortant +imensions of service uait! t$at affect customersatisfaction in onine .urc$asin% in Iran7

Researc$ Question

/ase+ on aove state+ researc$ .roem t$e fooDin% researc$ uestion $as

een +eveo.e+:

Q17 $at are t$e most im.ortant service uait! factors in onine .urc$asin% t$rou%$Iranian .ers.ectiveQ27 -oes environment effect t$e customers? eBce.tions from service uait! factors

17K -emarcation

Since t$e as.ects of c$osen .roem area are man!) t$e researc$er $as trie+ to

narroD +oDn t$e focus7 T$e aim of t$e researc$ is to fin+ t$e most im.ortant service

uait! +imensions t$at affect customer satisfaction in onine .urc$asin% in Iran7 In

t$e iterature .art) De Di intro+uce t$eories reate+ to service uait! an+ satisfaction

in or+er to %ive a cear i+ea aout t$e s.ecific area to t$e rea+er an+ to eB.ain t$e

.ro.er conteBt of t$e stu+!7

175 -is.osition of t$e t$esis

T$is t$esis is +ivi+e+ into five c$a.ters7 In t$e first c$a.ter t$e ac*%roun+ of

t$e seecte+ researc$ area is .resente+ fooDe+ ! a .roem area +iscussion t$at

en+s Dit$ t$e researc$ .roem an+ t$e researc$ uestion7 In c$a.ter tDo t$eories an+

21

.revieDs stu+ies reate+ to t$e to.ic Di e .resente+7 Met$o+oo%! is fu! rou%$t

in c$a.ter t$ree D$ic$ Dou+ e en+e+ ! frame of reference t$at s$oDs t$e eBact

roa+ ma. of t$e stu+!7 C$a.ter four .resents t$e +ata D$ic$ is %at$ere+ t$rou%$ t$e

onine surve!7 An+ ast ut certain! not east) c$a.ter five is aout t$e +ata ana!9in%

an+ Di e finis$e+ ! concusion an+ furt$er stu+ies7

22

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C$a.ter 2

&iterature revieD

27 &iterature revieD

T$is c$a.ter Di %ive an overvieD of iterature an+ mo+es t$at are reate+ to

t$e researc$ .roem .resente+ in t$e .revious c$a.ter7 T$is c$a.ter Di intro+uce

t$e conce.ts of customer satisfaction) service uait!) reation etDeen customer

satisfaction an+ service uait!) tra+itiona service uait! +imensions) onine service

uait! +imensions an+ service uait! mo+e of onine retaiin% in or+er to %ive a

cear i+ea aout t$e researc$ area7

271 Customer Satisfaction

T$ere are tDo .rinci.a inter.retations of satisfaction Dit$in t$e iterature of

satisfaction as a .rocess an+ satisfaction as an outcome F#ar*er an+ Mat$eDs) 2001G7

Ear! conce.ts of satisfaction researc$ $ave t!.ica! +efine+ satisfaction as a .ost

c$oice evauative Ju+%ment concernin% a s.ecific .urc$ase +ecision F"iver) 180@

C$urc$i an+ Su.renant) 12@ /ear+en an+ Tee) 18@ "iver an+ -eSaro) 188G7

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T$e most Di+e! acce.te+ mo+e) in D$ic$ satisfaction is a function of

+isconfirmation) D$ic$ in turn is a function of ot$ eB.ectations an+ .erformance

F"iver) 13G7 T$e +isconfirmation .ara+i%m in .rocess t$eor! .rovi+es t$e

%roun+in% for t$e vast maJorit! of satisfaction stu+ies an+ encom.asses four

constructs V eB.ectations) .erformance) +isconfirmation an+ satisfaction FCaruana et

a7) 2000G7 T$is mo+e su%%ests t$at t$e effects of eB.ectations are .rimari! t$rou%$

+isconfirmation) ut t$e! aso $ave an effect t$rou%$ .erceive+ .erformance) as man!

stu+ies $ave foun+ a +irect effect of .erceive+ .erformance on satisfaction FS.ren%

an+ #a%e) 2001G7 SDan an+ Coms F136G Dere amon% t$e first to ar%ue t$at

satisfaction is associate+ Dit$ .erformance t$at fufis eB.ectations) D$ie

+issatisfaction occurs D$en .erformance fas eoD eB.ectations7 In a++ition) #ois9

an+ Lon

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revieD) customer satisfaction is +efine+ as t$e resut of a co%nitive an+ affective

evauation) D$ere some com.arison stan+ar+ is com.are+ to t$e actua! .erceive+

.erformance7 If t$e .erceive+ .erformance is ess t$an eB.ecte+) customers Di e

+issatisfie+7 "n t$e ot$er $an+) if t$e .erceive+ .erformance eBcee+s eB.ectations)

customers Di e satisfie+7 "t$erDise) if t$e .erceive+ eB.ectations are met Dit$

.erformance) customers are in an in+ifferent or neutra sta%e7

Customer satisfaction is +efine+ as a customer?s overa evauation of t$e

.erformance of an offerin% to +ate7 T$is overa satisfaction $as a stron% .ositive

effect on customer o!at! intentions across a Di+e ran%e of .ro+uct an+ service

cate%ories F

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At$ou%$ u!ers ma! s*i. or reverse some sta%es) asica! t$e! .ass

seuentia! t$rou%$ a five sta%es in u!in% a .ro+uct7 Laue refects D$at

customers +o in evauatin%) otainin%) usin% an+ +is.osin% of t$e .ro+uct or service7

Laues can e +efine+ as .rinci.es or stan+ar+s of an in+ivi+ua as a D$oe7 T$e!

refect an in+ivi+ua Ju+%ment as to D$at is vauae or im.ortant in ife7 Customer

+eivere+ vaue is a resut of com.arison of tota customer vaue Dit$ tota customer

cost7

Information aout t$e o.inion of t$e customer re%ar+in% a .ro+uct or service

is of essentia im.ortance) an+ can e otaine+ in severa Da!s) suc$ as customer

surve!s) .$one intervieDs) an+ customer .ane +iscussions7 It is aso im.ortant to

measure customer orientation continuous!7 FRam.ersa+) 2001G7

$at t$e com.an! t$in*s its customer Dants Is not necessari! t$e same as

$at t$e com.an! t$in*s it $as to offer is not necessari! t$e same as $at t$e

com.an! actua! offers is not necessari! t$e same as HoD t$e customer eB.eriences

t$is is not necessari! t$e same as $at t$e customer rea! Dants FHuert

Ram.ersa+) 2001G7

Mo$ame+ Pairi F2000G +eveo.e+ fi%ure K D$ic$ s$oDs in or+er to $ave a

continuous im.rovement of customer satisfaction t$ere s$ou+ e a c!ce D$ic$ starts

Dit$ istenin% to voice of customers t$en ana!9in% t$eir comments) +eveo.in%

actions an+ at t$e en+ im.ementin%7 i%ure K iustrates t$is c!ce:

26

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i%ure K : Customer satisfaction continues im.rovementSource: Pairi) 2000

To $ave a t$orou%$ satisfaction first! t$e %oo+ Dor*in% con+ition is nee+e+ to

rin% satisfie+ em.o!ees D$ic$ ea+s to o!a em.o!ees an+ ! .re.arin% a t$is)

%oo+ .ro+uction Dou+ e fooDe+ D$ic$ infuence+ on Customer satisfaction an+

ma*e t$em o!a an+ as mentione+ efore $i%$ .rofit is aout customer retention7

i%ure 5 : T$e circe of satisfaction

23

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misun+erstan+in% a uestion) etc7 After a sim.e .re,stu+! t$e com.anies can fin+

su..ort for t$eir assum.tions an+ simutaneous! create a neD) more effective)

uestionnaire7 If De $ave a set of customer +eman+s an+ eB.ectations De can transate

t$em into tec$nica .ro+uct features ! usin%) e7%7 t$e Q- met$o+oo%!7 Ler!

im.ortant aso is +eterminin% t$e s.ecific features) D$ic$ mean a imite+ numer of

critica measures in or+er to avoi+ information overoa+7 T$ere are various met$o+s

Fvarious a..roac$esG for FtoG t$e measurement of customer satisfaction7

T$e fooDin% fi%ure iustrates some +ifferent *in+ of customer satisfaction

measurement7 Fi%ure 3 an+ i%ure 8G

i%ure 3: Customer satisfaction measurement met$o+

i%ure 8: Measurin% customer satisfactionSource: In%ri+ eci*ova) 200K

Ho an+ u F1G i+entifie+ five antece+ents of customer satisfaction to e

a..ro.riate for onine s$o..in% on t$e Internet7 T$ese are o%istica su..ort) tec$nica

c$aracteristics) information c$aracteristics) $ome.a%e .resentation an+ .ro+uct

c$aracteristics Fsee fi%ure G7

2

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&o%istic su..ort

Tec$nica

c$aracteristics

Informationc$aracteristics

Home.a%e.resentation

#ro+uctc$aracteristics

Customer Satisfaction

i%ure : A Researc$ Mo+e for t$e Antece+ents an+ Customer Satisfaction of C!er

S$o..in% Store FCSSG

Source: Ho an+ u 1

In t$is mo+e t$e! eB.aine+ &o%istica Su..ort means uic* res.onse to

customer?s nee+s) .rovi+in% communication c$annes Fi7e7) e,mai or faBG) uic*!

+eiverin% %oo+s for customers) an+ .rovi+in% after services7 Tec$noo%! factors

in+icate mo+ern com.uter an+ netDor* faciities an+ De,structure+ information

s!stems7 Information factors means reiae out.ut information an+ secure transaction7

Home.a%e .resentation incu+es ease to use interface an+ +etai information of %oo+s7

#ro+uct c$aracteristics in+icate variet! of %oo+s an+ oDer .rices for %oo+s FHo an+

u 1G7

27172 Tec$niues to measure customer satisfaction

Mar*et researc$ tec$niues to measure customer satisfaction D$ic$ are:

UUUU

customer satisfaction surve! met$o+oo%ies@focus %rou.s to stu+! customer satisfaction issues@stan+ar+i9e+ .ac*a%es for monitorin% customer satisfaction@ an+various com.uter softDare7

0

T$ere are some .roems Dit$ t!.ica customer satisfaction measurement

tec$niues suc$ as focus %rou.s) surve! met$o+oo%ies an+ customer satisfaction

softDare7 T$ese incu+e:

U

U

U

Ana!tica , concerne+ Dit$ tec$niues) forma .roce+ures) s!stems) an+ soon@e$aviora , concerne+ Dit$ t$e attitu+es) eiefs) .erce.tions) motivation)commitment an+ resutin% e$avior of t$e .eo.e invove+ in t$e .rocess@ an+"r%ani9ationa , concerne+ Dit$ t$e or%ani9ationa structure) informationfoDs) mana%ement st!e an+ cor.orate cuture) i7e7 t$e conteBt in D$ic$ t$e.rocess is con+ucte+ F#ierc!) 16G7 FIn%ri+ eci*ova) 200KG

2717 Lirtua or%ani9ations an+ customer satisfaction

T$e fast %roDin% Internet tec$noo%! intro+uce+ a neD +i%ita econom! on a

virtua environment7 CoB an+ -ae F2001G +efine t$at: 7 7 7 E,usiness or e,enter.rise

is t$e term use+ $as s$ifte+ to com.etitiveness aon% Dit$ staff an+ customer

satisfaction in or+er to ac$ieve on%,term success7 Surve!s an+ researc$ carrie+ out !

a variet! of sources Ffor eBam.e) Active Me+ia Researc$ &&C) 2000@ #R eDsDire)

2000G $ave s$oDn t$at t$e me+ium of t$e Internet an+ t$e +eveo.ment of e,

commerce are .ro%ressin% eBtreme! fast on a %oa scae7 HoDever) D$ie t$e

Internet acts as a faster an+ ess cost! .atform for consumers an+ usinesses it $as

ina+vertent! increase+ t$e im.ortance of customer satisfaction7 Caruso F2000G re.orts

t$at IT an+ usiness eBecutives from a in+ustries surve!e+ in t$e Information an+

/usiness ee* surve! a%ree t$at %eneratin% neD sources of revenue is not t$e main

%oa of +e.o!in% e,usiness a..ications7 In fact) t$is factor ran*e+ De e$in+

creatin% or maintainin% a com.etitive e+%e) im.rovin% customer satisfaction) an+

*ee.in% .ace Dit$ t$e com.etition F-aton) 1G7 Hes*ett et a7 F1KG assert t$at t$e

im.ortance of customer satisfaction is to ac$ieve %oo+ financia .erformance in

services in t$e .$!sica Dor+) an+ t$e same can e sai+ of e,commerce D$ere a

customer can e ost if unae to access a e site or if t$e eB.erience .roves

unsatisfactor!7 It is cear t$at e,commerce Di +ramatica! c$an%e t$e Da! usiness

o.erates Dit$ ar%e,scae c$an%es reuirin% a simiar! ar%e,scae focus on t$e nee+s

of t$e customer7 "+! F2000G) em.$asi9e t$at t$e main reasons D$! customers %o onto

t$e Internet are to fin+ information or u! a .ro+uct or service Dit$ an em.$asis onconvenience an+ s.ee+7 Piff,-avies F2000G maintains t$at t$e conce.t of t$e Internet

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$as raise+ customers? sensitivit! to fast customer service7 An overvieD of virtua

or%ani9ations is .resente+ ! Aoema%e+ an+ Tunca F1G7

i%ure 10 iustrates t$e customer contact,customer focus matriB for t$e

Internet com.anies7 In i%ure 10) t$e N,aBis s$oDs t$e eve of customer contact on

t$e Internet com.anies7 T$e 4,aBis) $oDever) s$oDs t$e eve of customer focus7

Customer contact eve of t$e Internet com.anies is $i%$! +e.en+ent on t$e nature of

t$e usiness7 $ie a oo*store) for instance) $as a $i%$ customer contact) t$e content

.rovi+ers cou+ $ave reative! oDer customer contact7 Customer focus) on t$e ot$er

$an+) crucia! +e.en+s on strate%ic +ecisions7 T$e $i%$est customer satisfaction can

e reac$e+) D$ere ot$ t$e customer contact an+ t$e customer focus is $i%$7 A

com.an! Dit$ a $i%$ customer contact an+ focus is i*e! to e a WWDinner??) D$ie in

a $i%$ to +efine a usiness t$at $as a virtua .resence or e site on t$e Internet

eit$er to .romote ran+ aDareness or enae,e,commerce7 Customer contact

environment) if t$e customer focus is oD) t$en t$e com.an! is i*e! to e a WWoser??7

T$e oser causes t$e $i%$est customer +issatisfaction an+ is ver! i*e! to +isa..ear in

a com.etitive environment7 Fasser Aomaim) Mustafa Pi$ni Tunca) Mo$ame+ Pairi)

200G

i%ure 10: Customer contact O customer focus matriBSource: asser Aomaim) Mustafa Pi$ni Tunca) Mo$ame+ Pairi) 200

2

272 -imensions an+ +eterminants of service uait!

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eB.erience onine an+ if reevant a .ositive eB.erience offine7 or eBam.e) if a

customer u!s a .ro+uct t$rou%$ a com.an!?s e site) t$en a smoot$ runnin%

s!stem Di correct! transate t$at or+er an+ .a!ment) an+ +eiver t$e .ro+uct as

.romise+7 T$e t$ir+ as.ect is functiona uait! D$ic$ means t$e manner in D$ic$ t$e

service is +eivere+7 As for

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+eterminants suc$ as un+erstan+in% t$e customer an+ access are aso reevant to t$e e,

commerce mar*et.ace7 A e site must e avaiae at a times an+ +oes not $ave

o.enin% an+ cosin% $ours i*e a norma $i%$ street an* or s$o.7 To un+erstan+ t$e

customer) a cever e site $as coo*ies D$ic$ reco%ni9e re.eat customers an+ +o t$is

! as*in% a neD customer to re%ister some *in+ of user Dor+ i*e an e,mai a++ress

D$ic$ t$e! enter on eac$ occasion t$at t$e! access t$e e site7 In t$is Da!)

customers can e sent information ! e,mai or offere+ .urc$asin% su%%estions on re,

enterin% a e site +e.en+in% on D$at t$e! $ave .revious! ou%$t7 T$e aim is to

meet t$e customer?s nee+s an+ .rovi+e t$e *in+ of .ersonai9ation t$at a re%uar

customer Dou+ %et from contact .ersonne in a /AM environment7 Communication

is +ifficut on t$e Internet ecause t$e interaction etDeen t$e e site an+ t$e

customer is often one Da!) t$e e site .rovi+in% information to t$e customer7 It is

on! if a e site offers a tee.$one numer or e,mai a++ress t$at t$e customer

communicates Dit$ t$e com.an! +irect!) an+ in most cases) e,mai ueries receive

stan+ar+ e,mai re.ies t$at ma! not res.on+ +irect! to t$e uer!7 In a simiar Da!)

courtes! an+ com.etence can e sai+ to e amost non,eBistent +urin% t$e e site

eB.erience7 T$e customer Di %enera! navi%ate a e site if it is eas! to use ut $e

or s$e Di not e ae to Ju+%e D$at t$e .ersonne are i*e e$in+ t$is interface or if

t$e! $ave t$e reuire+ s*is to .erform a service7 It is on! t$rou%$ t$e customer

service o.tion t$at t$is can e assesse+ an+ even t$en) an automatic re.! e,mai

messa%e is often +evoi+ of $uman c$aracteristics7

Tan%ies are for t$e most .art irreevant for measurin% service uait! in e,

commerce as t$e customer on! interacts Dit$ t$e e site7 T$erefore) t$e customer

cannot $ave o.inions aout t$e .$!sica .ro.erties use+ to +eiver a service7 Most e,

commerce com.anies eit$er $ave t$eir oDn Dare$ouses for fufiin% or+ers for.ro+ucts to e sent out) or ensure su..iers +o t$is +irect!7 T$e activit! ma! ta*e

.ace far aDa! from D$ere t$e customer is sittin% an+ so is not a..icae7

Res.onsiveness an+ reiaiit! are) $oDever) a..icae ecause t$e! reate to D$at

t$e com.an! .romises7 Reiaiit! cou+ e Ju+%e+) for eBam.e) ! t$e correct

.ro+uct ein% receive+ ! t$e customer Dit$in K8 $ours7 T$is is im.ortant for an!

usiness an+ reates to t$e D$oe interaction etDeen t$e interface an+ t$e ac*,en+

.rocesses of fufiment7 Res.onsiveness as suc$ is si%$t! more in+iscernie)

es.ecia! D$ist +irect! interactin% Dit$ t$e e site7 If t$e customer $as a .roem)

5

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t$e customer service o.tion of tee.$one or e,mai is $oD to re.ort t$is an+ it is $ere

t$at t$e com.an!?s aiit! to res.on+ De an+ at a reasonae s.ee+ is Ju+%e+7 T$is is

aso reevant if fufiment is .art of t$e service an+ t$e customer $as to sen+ ac* an

item or it is ate arrivin%7

#arasuraman et a7 F188) 188G suseuent! re+uce+ t$ese ten +eterminants

to five) t$e fooDin% first t$ree ein% t$e ori%ina ones an+ t$e ot$er seven ori%ina

ones cate%ori9e+ into FKG an+ F5G: F1G Tan%ies@ F2G Reiaiit!@ an+ FG

Res.onsiveness@ FKG Assurance F*noDe+%e an+ courtes! of em.o!eesG@ an+ F5G

Em.at$! Fcarin%) in+ivi+uai9e+ attention t$e firm .rovi+es its customersG7

T$ese five +eterminants Dere use+ in t$eir SERLQ(A& measurementinstrument F188G7 ;o$nston et a7 F10G carrie+ out simiar researc$ usin% em.irica

+ata in ten (= service or%ani9ations D$ic$ resute+ in 12 +eterminants) some of

D$ic$ Dere simiar to t$e ten +eterminants of #arasuraman et a7 F185G: F1G Access@

F2G A..earanceaest$etics@ FG Avaiaiit!@ FKG Ceaninessti+iness@ F5G Comfort@ F6G

Communication@ F3G Com.etence@ F8G Courtes!@ FG rien+iness@ F10G Reiaiit!@ F11G

Res.onsiveness@ an+ F12G Securit!7

our out of t$e five neD +eterminants) a..earance) ceaniness) comfort an+

frien+iness) refer to service +eiver! Dit$in a .$!sica sense an+ are t$erefore not

reevant to t$e Internet eB.erience7 T$e fift$ neD +eterminant) avaiaiit!) is ver!

reevant ecause it can refer to t$e avaiaiit! of a e site) Just as muc$ as to t$e

avaiaiit! of D$at service or .ro+uct t$e e,usiness is offerin% an+ D$et$er customer

service contacts can $e.7 T$e em.irica researc$ carrie+ out ! ;o$nston et a7 F10G

Das on! on mana%ement .erce.tions of service an+ not from t$e customers?

.ers.ective@ t$erefore ;o$nston an+ Sivestro F10G carrie+ out furt$er researc$

ta*in% account of t$e atter an+ a++e+ five more +eterminants: F1G

Attentiveness$e.funess@ F2G Care@ FG Commitment@ FKG unctionait!@ an+ F5G

Inte%rit!7

T$e first t$ree a%ain refer to t$e staff .erformin% t$e service an+ are t$erefore

unsuite+ for use as service uait! measures over t$e Internet7 HoDever) functionait!)

D$ic$ $ere means serviceaiit! an+ fitness for .ur.ose) an+ inte%rit! can e Ju+%e+

! a customer ecause t$e! refer +irect! to t$e e site7

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;o$nston F15G a++e+ anot$er +eterminant) feBiiit!) after carr!in% out

furt$er researc$ on t$ese 13 +eterminants in retai an*in%7 T$is Das use+ to +escrie

a Diin%ness an+ aiit! on t$e .art of t$e service Dor*er to amen+ or ater t$e

nature of t$e service or .ro+uct to meet t$e nee+s of t$e customer?? F;o$nston) 15G7

In an e,commerce transaction) t$ere is itte feBiiit! ecause D$at an e,usiness

offers can e customi9e+ to a certain +e%ree ut not c$an%e+ +urin% t$e course of t$e

service +eiver!7

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customers receive) t$e enefits of usin% t$e service7

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t$e five .ro.ose+ in t$e SERLQ(A& mo+e F#arasuraman et a7)188G: tan%iiit!)

res.onsiveness) reiaiit!) assurance an+ em.at$!7

#arasuraman an+

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stan+ar+ FPeit$am et a7) 2000G Em.irica stu+ies $ave +emonstrate+ t$at consumer

enefits of usin% SST incu+e convenience FMeuter et a7) 2000@ Reic$$e+ an+

Sc$efter) 2000@ S9!mans*i an+ Hise) 2000@ Peit$am et a7) 2000G) savin% time an+

mone! FMeuter et a7) 2000G) avoi+in% inter.ersona interaction F-a$o*ar) 16@

Meuter et a7) 2000G) an+ ein% in contro F-a$o*ar) 16@ Peit$am et a7) 2000G7

eatures of t$e user interface) suc$ as site +esi%n FS9!mans*i an+ Hise) 2000G an+

ease of use F-a$o*ar) 16@ Meuter et a7) 2000@ Peit$am et a7) 2000G) affect

service uait! .erce.tion an+ satisfaction7 HoDever) Meuter et a7 F2000G foun+ t$at

tec$noo%! Das on! mentione+ in t$e conteBt of +issatisf!in% inci+ents7 Simiar!)

financia securit! an+ ot$er assurance as.ects ma! aso affect e,satisfaction on! in

t$e case of .roems FS9!mans*i an+ Hise) 2000@ Peit$am et a7) 2000G7 \

i%ure 11 : T$e e,service offerin%

Source: S9!mans*i an+ Hise) 2000@ Peit$am et a7) 2000

27 Measurin% eectronic Service Quait!

Measurement of service uait! +eiver! t$rou%$ e sites is in its ear!

sta%es7 T$e overD$emin% maJorit! of measurement scaes $ave een +eveo.e+ in

K1

usiness) eit$er ! in+ivi+ua com.anies or consutin% firms t$at se t$e scaes to

usinesses7 Man! of t$ese measures are a+ $oc an+ $ave not een vai+ate+)

.otentia! ea+in% to .oor mana%eria +ecisions7 Aca+emic researc$ers are startin% to

Dor* in t$is area) ut no com.re$ensive scae $as een .uis$e+ t$at ca.tures t$e

+imensions an+ attriutes in a ri%orous an+ .s!c$ometrica! soun+ Da!7 T$is ea+s to

confusion D$en mana%er are tr!in% to im.rove eectronic service) for service

com.onents must e fu! un+erstoo+ from t$e customer?s .oint of vieD to im.rove

.erce.tions7 T$e scaes an+ measures +eveo.e+ ! consutin% firms an+ usinesses

+iffer in t$eir +imensions an+ attriutes) an+ most aca+emic Dor* $as focuse+ on a

imite+ set of variaes rat$er t$an a fu vieD of eectronic service uait! F Laarie A7

Peit$am) 2002G7

T$e +imensions of e,service uait! #arsu) Arvin+ an+ Laerie Peit$ma $ave

focuse+ on conce.tuai9in% an+ measurin% e,SQ) an+ .articuar! in +eterminin% t$e

+imensions of t$e construct7 T$e! use+ a t$ree,sta%e .rocess invovin% eB.orator!

focus %rou.s fooDe+ ! tDo .$ases of em.irica +ata coection an+ ana!sis7 T$eir

researc$ in+icates t$at e,SQ $as seven +imensions t$at form tDo scaes: a core e,SQ

scae an+ a recover! scae7 our +imensions O efficienc!) reiaiit!) fufiment) an+

.rivac! O form t$e core e,SQ scae t$at can e use+ to measure customer .erce.tionsof service uait!7 T$ese +imensions an+ t$eir +efinitions are: F1G Efficienc! refers to

t$e aiit! of t$e customers to %et to t$e e site) fin+ t$eir +esire+ .ro+uct an+

information associate+ Dit$ it an+ c$ec* out Dit$ minima effort7 F2G ufiment

incor.orates accurac! of service .romises) $avin% .ro+ucts in stoc* an+ +eiverin% t$e

.ro+ucts in t$e .romise+ time7 FG Reiaiit! is associate+ Dit$ t$e tec$nica

functionin% of t$e site) .articuar! t$e eBtent to D$ic$ it is avaiae an+ functionin%

.ro.er!7 FKG T$e .rivac! +imension incu+es assurance t$at s$o..in% e$avior +ataare not s$are+ an+ t$at cre+it car+ information is secure7

T$e! ca t$is t$e core e,SQ scae ecause t$ese are t$e main +imensions t$at

consumers Dant in s$o..in% on t$e Internet7 Most consumers use t$e e for its

s$o..in% faciitation) an+ +o not eB.ect t$e .ersona interaction an+ Darmt$ t$at t$e!

eB.ect from tra+itiona service firms7

T$e! foun+) $oDever) t$at t$ree ot$er +imensions ecome saient D$en oninecustomers run into .roems O res.onsiveness) com.ensation an+ contact7 T$e!

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conce.tuai9e+ t$ese +imensions as constitutin% e,SQ recover!7 T$e recover!,SQ

scae incu+es t$e ??.ersona service?? as.ects:

F1G Res.onsiveness measures t$e aiit! of a com.an! to .rovi+e a..ro.riate

information to customers D$en a .roem occurs) $ave mec$anisms for $an+in% returns an+ .rovi+in% onine %uarantees7F2G Com.ensation is t$e +imension t$at invoves receivin% mone! ac*) return s$i..in% an+ $an+in%7FG Contact .oints to t$e nee+ of customers to e ae to s.ea* to a ive customer service a%ent onine or t$rou%$ t$e .$one O reuirin% seamess muti.e c$anne ca.aiities on t$e .art of e,taiers7

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C$a.ter

Researc$ Met$o+oo%!

7 Met$o+oo%!

T$is c$a.ter Di .resent +etaie+ i+ea aout t$e researc$ Di e con+ucte+7

T$is incu+es t$e .ur.ose of t$e researc$) researc$ a..roac$) researc$ strate%!)

sam.e seection met$o+s) +ata coection met$o+s an+ +ata ana!sis met$o+s7 At t$e

en+ of t$is met$o+oo%! .art vai+it! an+ reiaiit! issues Di e +iscusse+ to fooD

t$e uait! stan+ar+s of t$e researc$7 T$en frame of reference D$ic$ rin%s a

t$orou%$ roa+ ma. of stu+! is .rovi+e+ neBt7

71 Researc$ #ur.ose

Ear! in an! researc$ stu+!) one faces t$e tas* of seectin% t$e s.ecific +esi%n

to use7 A numer of +ifferent +esi%n a..roac$es eBist ut) unfortunate!) no sim.e

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cassification s!stem +efines a t$e various t$at must e consi+ere+ FCoo.er

Sc$in+er) 200G7

Researc$ can e cassifie+ in terms of t$eir .ur.ose7 Accor+in%!) Saun+ers)

&eDis T$orn$i F200G mentione+ t$at t$e! are most often cassifie+ eB.orator!)

+escri.tive or eB.anator! D$ie Coo.er an+ Sc$in+er F200G cate%ori9e+ in

+escri.tive an+ causa7 T$is Da! t$e essentia +ifference etDeen +escri.tive an+

causa stu+ies ies in t$eir oJectives7 If t$e researc$ is concerne+ Dit$ fin+in% out

D$o) D$at) D$ere) D$en) or $oD muc$) t$en t$e stu+! is +escri.tive7 In a causa

stu+!) De tr! to eB.ain reations$i.s amon% variaes7

EB.orator! researc$ is usefu D$en t$e researc$ uestions are va%ue or D$ent$ere is itte t$eor! avaiae to %ui+e .re+ictions7 At times) researc$ ma! fin+ it

im.ossie to formuate a asic statement of t$e researc$ .roem7 EB.orator!

researc$ is use+ to +eveo. a etter un+erstan+in% FHair) /ain) Mone! Samoe

200G7 EB.orator! stu+ies are a vauae means of fin+in% out D$at is $a..enin%) to

see* neD insi%$t) to as* uestions an+ to assess .$enomena in a neD i%$t7 It is

.articuar! usefu if researc$er Dis$ to carif! t$e un+erstan+in% of a .roem7 T$ere

are t$ree .rinci.e Da!s of con+uctin% eB.orator! researc$: a searc$ of t$e iterature)

ta*in% to eB.erts in t$e suJect) con+uctin% focus %rou. intervieDs FSaun+ers) &eDis

T$orn$i 200G

In contrast to eB.orator! stu+ies more formai9e+ stu+ies are t!.ica!

structures Dit$ cear! state+ $!.ot$eses or investi%ative uestions7 orma stu+ies

serve a variet! of researc$ oJectives:

,

,,

-escri.tions of .$enomena or c$aracteristics associate+ Dit$ suJect.o.uation Ft$e D$o) D$at) D$en) D$ere) an+ $oD of a to.icG 7Estimates of t$e .ro.ortions of a .o.uation t$at $ave t$ese c$aracteristics7-iscover! of associations amon% +ifferent variaes FCoo.er Sc$in+er)200G7

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measure t$e c$aracteristics +escrie+ in a researc$ uestion7 H!.ot$eses) +erive+

from t$e t$eor!) usua! serve to %ui+e t$e .rocess an+ .rovi+e a ist of D$at nee+s to

e measure+ FHair) /ain) Mone! Samoue 200G7 T$e oJect of +escri.tive researc$

is to .ortra! an accurate .rofie of .ersons) events of situations7 It is necessar! to $ave

a cear .icture of t$e .$enomena on D$ic$ researc$er Dis$ to coect +ata .rior to t$e

coection of t$e +ata FSaun+rers) &eDis T$orn$i 200G7

Stu+ies t$at estais$ causa reations$i.s etDeen variaes ma! e terme+

eB.anator! stu+ies7 T$e em.$asis $ere is on stu+!in% a situation or a .roem in

or+er to eB.ain t$e reations$i. etDeen variaes FSaun+ers) &eDis t$orn$i

200G7 EB.anator! stu+ies are +esi%ne+ to test D$et$er one event causes anot$er

FHair) /ain) Mone! Samoue 200G7

T$e .ur.ose of t$e researc$ is +escri.tive7 T$e +ata $as een coecte+ t$rou%$

uestionnaire) is aime+ to un+erstan+ t$e most im.ortant factors of service uait!7

72 Researc$ A..roac$

T$e *noDe+%e caims) t$e strate%ies an+ t$e met$o+ a contriute to a

researc$ a..roac$ t$at ten+s to e more uantitative) uaitative or miBe+ FCresDe200G7

7271 Quantitative A..roac$

Quantitative a..roac$ is one in D$ic$ t$e investi%ator .rimari! uses .ost

.ositivist caims for +eveo.in% *noDe+%e Fi7e7 cause an+ effect t$in*in%) re+uction

to s.ecific variaes an+ $!.ot$eses an+ uestions) use of instrument an+ oservation)an+ t$e test of t$eoriesG) em.o!s strate%ies of inuir! suc$ as eB.eriments an+

surve!s an+ coects +ata on .re+etermine+ instruments t$at !ie+ statistica +ata

FCresDe 200G7

Quantitative researc$ is freuent! referre+ to as $!.ot$esis,testin% researc$7

C$aracteristica!) stu+ies e%in Dit$ statements of t$eor! from D$ic$ researc$

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$!.ot$eses are +erive+7 T$en an eB.erimenta +esi%n is estais$e+ in D$ic$ t$e

variaes in uestion Ft$e +e.en+ent variaesG are measure+ D$ie controin% for t$e

effects of seecte+ in+e.en+ent variaes7 SuJect incu+e+ in t$e stu+! are seecte+ at

ran+om is +esirae to re+uce error an+ to cance ias7 T$e sam.e of suJects is

+raDn to refect t$e .o.uation FeDman /en9 18G7

T$e .roce+ures are +e+uctive in nature) contriutin% to t$e scientific

*noDe+%e ase ! t$eor! testin%7 T$is is t$e nature of uantitative met$o+oo%!7

/ecause true eB.erimenta +esi%ns reuire ti%$t! controe+ con+itions) t$e ric$ness

an+ +e.t$ of measurin% for .artici.ant ma! e sacrifice+7 As a vai+it! concern) t$is

ma! e a imitation of uantitative +esi%ns FeDman /en9 18G

7272 Quaitative A..roac$

Quaitative researc$ is muti met$o+ in focus) invovin% an inter.retive)

naturaistic a..roac$ to its suJect matter7 T$is means t$at uaitative researc$ers

stu+! t$in%s in t$eir natura settin%s) attem.tin% to ma*e sense of) or inter.ret)

.$enomena in terms of t$e meanin%s .eo.e rin% to t$em FeDman /en9 18G7

Quaitative a..roac$ is one in D$ic$ t$e inuirer often ma*es *noDe+%e

caims ase+ .rimari! on constructivists .ers.ectives Fi7e7) t$e muti.e meanin% of

in+ivi+ua eB.eriences) meanin% socia! an+ $istorica! constructe+) Dit$ an intent

of +eveo.in% a t$eor! or .atternG or a+vocac!.artici.ator! .ers.ectives Fi7e7)

.oitica) issue,oriente+) coaorative or c$an%e oriente+G or ot$7 It aso uses

strate%ies of inuir! suc$ as narratives) .$enomenoo%!) et$no%ra.$!) %roun+e+

t$eor! stu+ies or case stu+ies7 T$e researc$er coects o.en,en+e+) emer%in% +ata Dit$

t$e .rimar! intent of +eveo.in% t$emes from t$e +ata FCresDe 200G7

Since t$e .ur.ose is to un+erstan+ t$e most im.ortant +imensions of service

uait! from t$e Iranian customers? .ers.ective) uantitative researc$ is foun+ to e

more a..ro.riate for t$is stu+!7

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7 Researc$ strate%!

Researc$ strate%! Di e a %enera .an of $oD researc$er Di %o aout

ansDerin% t$e researc$ uestions t$at $as een set ! researc$er7 It Di contain cear

oJectives) +erive+ from researc$ uestions s.ecif! t$e sources from D$ic$ researc$er

inten+ to coect +ata an+ consi+er t$e constraints t$at researc$er Di inevita! $ave

suc$ as access to +ata) time) ocation an+ mone!) et$ica issues FT$orn$i et7 a7)

200G7

/ase+ on t$e con+itions 1G form of researc$ uestion 2G reuires contro over

e$aviora events an+ G focus on contem.orar! events five researc$ strate%ies Dere

i+entifie+ in socia science7 T$ese are O eB.eriments) surve!s) arc$iva ana!sis)

$istories an+ case stu+ies Fsee tae KG7

Tae K: researc$ strate%ies

Strate%!

EB.erimentSurve!

Arc$iva ana!sis

Histor!Case stu+!Source: Nin ) 1K) .76

orm of researc$ Reuires contro ocusesonuestionovere$aviora contem.orar! eventseventsHoD) D$!NesNes$o) D$at) D$ere)oNes

$oD man!) $oDmuc$$o) D$at) D$ere)"Neso$oD man!) $oDmuc$HoD) D$!ooHoD) D$!oNes

Most im.ortant con+ition for seectin% researc$ strate%! is to i+entif! t$e t!.eof researc$ uestion ein% as*e+7 >$o) >$at) >$ere) >HoD an+ >$! are

t$e cate%ori9ation sc$eme for t$e t!.es of researc$ uestions7 TDo .ossiiities nee+

to investi%ate ! as*in% t$e >$at uestion7 irst) some t!.es of D$at uestions are

Justifiae for con+uctin% an eB.orator! stu+! an+ t$e %oa is to +eveo. .ertinent

$!.ot$eses an+ .ro.ositions for furt$er inuir!7 An! of t$e five researc$ strate%ies

can e use+ in t$at situation, eB.orator! surve!) eB.orator! eB.eriment) or an

eB.orator! case stu+!7 T$e secon+ t!.e of D$at uestion is actua! form a >$oD

man! or >$oD muc$ ine of inuir! an+ t$e outcomes from a .articuar situation7

K8

T$e surve! or arc$iva ana!sis is more favorae t$an ot$er strate%ies7 If t$e

researc$er nee+s to *noD t$e >$oD uestion) t$e etter strate%! Di e +oin% $istor!

or a case stu+!7

Since uestion in t$is stu+! is ase+ on >D$at uestion an+ t$is D$at uestion

is actua! form a >$oD man! an+ investi%ator $as no contro over t$e actua

e$aviora events) Surve! is foun+ to e a more a..ro.riate a..roac$ in or+er to %ain

a etter un+erstan+in% of t$e researc$ area7 Surve! is more a..ro.riate for

uantitative stu+!7

771 Surve!

T$e surve! strate%! is .o.uar an+ common strate%! in usiness researc$ t$at

is usua! associate+ Dit$ t$e +e+uctive a..roac$7 Surve! aoDs t$e coection of

ar%e amount of +ata from a si9eae .o.uation in a $i%$! economica Da!7

Questionnaire) structure+ oservation an+ structures intervieDs are often fas into t$is

strate%! FT$orn$i et7 a7) 200G7 In t$is stu+! a surve! $as een +one7

772 #iot test

A .iot test is con+ucte+ to +etect Dea*nesses in +esi%n an+ instrumentation

an+ to .rovi+e .roB! +ata for seection of a .roaiit! sam.e7 It s$ou+) t$erefore)

+raD suJects from t$e tar%et .o.uation an+ simuate t$e .roce+ures an+ .rotocos

t$at $ave een +esi%nate+ for +ata coection FCoo.er an+ Sc$in+er) 200G

7K Sam.e Seection

T$e asic i+ea of sam.in% is t$at ! seectin% some of t$e eements in a

.o.uation) researc$er ma! +raD concusions aout t$e entire .o.uation7 T$ere are

severa com.ein% reasons for sam.in%) incu+in%: oDer cost) %reater accurac! of

resut) %reater s.ee+ of +ata coection an+ avaiaiit! of .o.uation seection FCoo.er Sc$in+er 200G7

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Seectin% t$e sam.in% Met$o+

Seection of t$e sam.in% met$o+ to use in a stu+! +e.en+s on a numer of

reate+ t$eoretica an+ .ractica issues7 T$ese incu+e consi+erin% t$e nature of t$e

stu+!) t$e oJectives of t$e stu+! an+ t$e time an+ u+%et avaiae7 Tra+itiona

sam.in% met$o+ can e +ivi+e+ into tDo cate%ories: .roaiit! an+ non, .roaiit!

sam.in% FSamue et7 a7) 200G7

#roaiit! sam.in% is most common! associate+ Dit$ surve!,ase+ researc$

D$ere researc$er nee+s to ma*e inferences from t$e sam.e aout a .o.uation toansDer t$e researc$ uestions or to meet researc$ oJectives FSaun+ers et7 a7) 200G7

In .roaiit! sam.in%) sam.in% eements are seecte+ ran+om! an+ t$e .roaiit!

of ein% seecte+ is +etermine+ a$ea+ of time ! t$e researc$er7 If +one .ro.er!)

.roaiit! sam.in% ensures t$at t$e sam.e is re.resentative FHair et7 a7) 200G

on,.roaiit! sam.in% .rovi+es a ran%e of aternative tec$niues ase+ on

researc$er suJective Ju+%ment FSaun+ers et7 a7) 200G7 In non,.roaiit! sam.in%

t$e seection of eements for t$e sam.e is not necessari! ma+e Dit$ t$e aim of ein%

statistica! re.resentative of t$e .o.uation7 Rat$er t$e researc$er uses t$e suJective

met$o+s suc$ as .ersona eB.erience) convenience) eB.ert Ju+%ment an+ so on to

seect t$e eements in t$e sam.e7 As a resut t$e .roaiit! of an! eement of t$e

.o.uation ein% c$osen is not *noDn FSamue et7 a7 200G7

Accor+in% to Samue et7 a7) 200 most non,.roaiit! sam.in% met$o+s are:

Convenience sam.in%

Convenience sam.in% invoves seect sam.e memers D$o can .rovi+e

reuire+ information an+ D$o are more avaiae to .artici.ate in t$e stu+!7

Convenience sam.es enae t$e researc$er to com.ete a ar%e numer of intervieDs

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cost effective! an+ uic*! ut t$e! suffer from seection ias ecause of +ifference

of tar%et .o.uation FHair et7 a7) 200G7

;u+%ment sam.in%

Researc$er?s Ju+%ment is use+ to seect sam.e eement an+ it invoves for a

s.ecific .ur.ose7

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T$e uestionnaire Das +ivi+e+ into t$ree .arts in or+er to et res.on+ers more

time to concentrate on eac$ uestion7

75 -ata Coection

T$ere are tDo maJor a..roac$es to %at$erin% information aout a situation)

.erson) .roem or .$enomenon7 Sometimes) information reuire+ is area+!

avaiae an+ on! nee+ to e eBtracte+7 HoDever t$ere are times D$en t$e

information must e coecte+7 /ase+ u.on t$ese roa+ a..roac$es to information

%at$erin% +ata are cate%ori9e+ as: Secon+ar! +ata an+ #rimar! +ata7 Secon+ar! +ata

are coecte+ from secon+ar! sources suc$ as %ovt7 .uications) .ersona recor+s)

census FRanJit =umar 16G an+ .rimar! +ata are coecte+ t$rou%$: oservation)

intervieDs an+or uestionnaires FHair et7 a7) 200G7 Accor+in% to CresDe F200G

+ata coection .roce+ure in uaitative researc$ invove four asic t!.es:

"servations) IntervieDs) +ocuments an+ au+io,visua materias7

In t$is stu+! uantitative surve! is use+ as +ata coection met$o+7 Since t$e

aim of t$e stu+! is cassif!in% service uait! +imensions in onine .urc$asin% from

t$e customers? .oint of vieD) t$e main focus t$us is customer7 A uestionnaire Das

.re.are+ to %et i+ea aout t$e customer?s eB.eriences in onine s$o..in%7 T$e

uestionnaire +ivi+e+ into t$ree .arts an+ .uis$e+ on DDD7coo7com@ D$ic$ is an

Iranian onine cu7 Aout 500 .ersons out of 6000 users re.ie+7 A surve! is a

.roce+ure use+ to coect .rimar! +ata from in+ivi+uas7 T$e +ata sou%$t can ran%e

from eiefs) o.inions) attitu+es an+ ifest!es to %enera ac*%roun+ information on

in+ivi+uas suc$ as %en+er) a%e) e+ucation an+ income as De as com.an!c$aracteristics i*e revenue an+ numer of em.o!ees7 Surve!s are use+ D$en t$e

researc$ invoves coectin% information from a ar%e sam.e of in+ivi+uas FSamue

et7 a7) 200G7

T$e uestionnaire Das +eveo.e+ ase+ on researc$ uestion an+ frame of

reference7 T$e o%ica structure of uestionnaire fooDe+ t$e or+er of service uait!

+imension in t$e frame of reference7 or un+erstan+in% t$e im.ortance an+

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satisfaction of eac$ service uait! +imension a 5,scae Das use+ F1]ver! unsatisfie+)

] neutra) 5] ver! satisfie+G7

"nce came u. Dit$ t$e first +raft of uestionnaire) ten uestionnaires Dere

$an+e+ out to t$e stu+ents of TM( an+ t$e! Dere as*e+ D$et$er t$e uestions ma+e

sense to t$em an+ Dere t$e! eas! to un+erstan+7 After refinin% uestions) t$e De,

im.rove+ uestionnaire Das +eveo.e+7

76 -ata Ana!sis

After coectin% a t$e +ata t$e .rocess of ana!sis e%ins7 To summari9e an+

rearran%e t$e +ata severa interreate+ .roce+ure are .erforme+ +urin% t$e +ata

ana!sis sta%e FPi*mun+ 2000G7

or uantitative +ata ana!sis) statistica toos of Microsoft eBce an+ S#SS are

use+ for +ata in.ut an+ ana!sis7 T$e statistics resuts Dere .resente+ ! %ra.$ica

form Dit$ +etai +escri.tion7

73 Lai+it! an+ Reiaiit!In or+er to re+ucin% t$e .ossiiit! of %ettin% t$e ansDer Dron%) attention nee+

to e .ai+ to tDo .articuar on researc$ +esi%n: reiaiit! an+ vai+it! F Saun+ers et7

a7) 200G7

7371 Lai+it!

Lai+it! is concerne+ Dit$ D$et$er t$e fin+in%s are rea! aout D$at t$e!

a..ear to e aout FSaun+ers et7 a7) 200G7 Lai+it! +efine+ as t$e eBtent to D$ic$

+ata coection met$o+ or met$o+s accurate! measure D$at t$e! Dere inten+e+ to

measure FSaun+ers et7 a7) 200G7 Coo.er Sc$in+er F200G eieve t$at vai+it!

refers to t$e eBtent to D$ic$ a test measures D$at De actua! Dis$ to measure7 T$ere

are tDo maJor forms: eBterna an+ interna vai+it!7 T$e eBterna vai+it! of researc$

fin+in%s refers to t$e +ata?s aiit! to e %enerai9e+ across .ersons) settin%s) an+

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Statistics: -escri.tive for eac$ variae an+ for t$e scae) summar! statistics

across items) inter,item correations an+ covariances) reiaiit! estimates) A"LA

tae) intracass correation coefficients) Hotein%'s T2) an+ Tu*e!'s test of a++itivit!7

Mo+es7 T$e fooDin% mo+es of reiaiit! are avaiae:

U

U

UU

U

A.$a FCronac$G7 T$is is a mo+e of interna consistenc!) ase+ on t$eavera%e inter,item correation7S.it,$af7 T$is mo+e s.its t$e scae into tDo .arts an+ eBamines t$ecorreation etDeen t$e .arts7

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confi+ence@ F5G Em.at$! Fincu+in% access) communication) un+erstan+in% t$e

customerG: Carin% an+ in+ivi+uai9e+ attention t$at t$e firm .rovi+es its customers7

787272 eQ(A&

eQ(A& F/arnes et a) 2001G is an on,ine uestionnaire D$ic$ is a..ie+ to

assess customer?s .erce.tions of t$e uait! of e sites7 T$e uestionnaire is

com.ete+ ! customers an+ t$e uaitative customer assessments are converte+ into

uantitative metrics t$at are usefu for mana%ement +ecision,ma*in%7 eQ(A&

aoDs com.arisons to e ma+e etDeen E,Commerce environments in t$e same

+omain) or for t$e same E,Commerce environment over time7 eQ(A& $as eeniterative! +eveo.e+ t$rou%$ its a..ication to a numer of +omains) from universit!

e sites) t$rou%$ to auction sites) oo* store e sites) an+ even ireess

A..ication #rotoco FA#G sites on moie .$ones7 "ne of t$e maJor infuences in

its +eveo.ment $as een t$e communications t$eor! an+) t$erefore) eQ(A& is

.articuar! suite+ for assessin% t$e information uait! of information,intensive E,

Commerce environments7 T$e eQ(A& instrument is ein% iterative! refine+ !

a..!in% an+ a+a.tin% it to a variet! of E,Commerce +omains7

78727 E,SERLQ(A&

E,SERLQ(A& FPeit$am et a) 2002G is a conce.tua mo+e of service uait!

for E,Taiin% environments7 It is ase+ on t$e tra+itiona Foff,ineG service uait!

frameDor* cae+ SERLQ(A& F#arasuraman) et a7 1KG an+ $as een +erive+ from

an eB.orator! researc$ invovin% focus %rou.s an+ tDo .$ases of em.irica +ata

coection an+ ana!sis7 T$is .rocess .ro+uce+ seven service uait! c$aracteristics:

efficienc!) reiaiit!) fufiment) .rivac!) res.onsiveness) com.ensation) an+

contact7 T$ese c$aracteristics re.resent t$e criteria customers use to evauate on,ine

services7 or eBam.e t$e c$aracteristic res.onsiveness $as t$e criteria: aiit! to %et

ansDers to uestions) uic* +eiver! an+ u.+ates on status of or+er7 E,SERLQ(A&

can e use+ as a frameDor* ! mar*etin% mana%ers to assess t$e service uait! of E,

Taiin% environments7

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78727K E,SEQ(A&

E,SEQ(A& F-aDson et a7) 200G) is a service uait! frameDor* t$at is

em.irica! %roun+e+ an+ inte%rates e,CRM an+ HCI strate%ies for t$e effective

+esi%n an+ +eveo.ment of E,Taiin% environments7 E,SEQ(A& can .rovi+e

%ui+ance to E,/usinesses re%ar+in% inte%ration of front, an+ ac*,en+ usiness

.rocesses) an+ across +ifferent customer touc$ .oints suc$ as .$one) faB) e,mai) an+

so on7 It can e a..ie+ as an evauation instrument to %ui+e e +esi%ners)

mar*etin% .rofessionas) +eveo.ers an+ usaiit! .rofessionas to come u. Dit$

reuirements for inte%ratin% customers? eB.ectations of service uait!) vaue an+

usaiit! into t$e +esi%n of E,Taiin% environments7

787275 E,S,Q(A&

E,S,Q(A& F#arasuraman)A7) Peit$am) Laarie A) Ma$otra) Arvin+@ 2005G is

for measurin% t$e service uait! +eivere+ ! e sites on D$ic$ customers s$o.

onine7 TDo sta%es of em.irica +ata coection reveae+ t$at tDo +ifferent scaes Dere

necessar! for ca.turin% eectronic service uait!7 T$e asic E,S,Q(A& scae

+eveo.e+ is a 22,item scae of four +imensions: efficienc!) fufiment) s!stem

avaiaiit!) an+ .rivac!7 T$e secon+ scae) E,RecS,Q(A&) is saient on! tocustomers D$o $a+ non,routine encounters Dit$ t$e sites an+ contains ii items in t$ree

+imensions: res.onsiveness) com.ensation) an+ contact7 /ot$ scaes +emonstrate

%oo+ .s!c$ometric .ro.erties ase+ on fin+in%s from a variet! of reiaiit! an+

vai+it! tests an+ ui+ on t$e researc$ con+ucte+ on t$e to.ic7

787 Conce.tua rameDor*

/ase+ on t$e narroD +oDn sco.e of iterature revieD aove) t$e reations$i.

etDeen service uait! an+ customer satisfaction can e s$oDn in fi%ure 127 T$e five

Service uait! +imensions $ave een seecte+ from t$e SERLQ(A&7 In t$e

SERLQ(A& instrument) 50 statements measure t$e .erformance across t$ese five

+imensions7 or eac$ statement) t$e eB.ectation an+ t$e eB.erience of a customer are

+etermine+7 T$ere is some criticism on t$e on%,term staiit! of t$e resuts of t$e

SERLQ(A& scae F&am an+ oo) 13G an+ on t$e %enera a..icaiit! of t$e five

+imensions F/utte) 16@ Cros! an+ &eMa!) 18G7 At$ou%$ aternative mo+es

$ave een .ro.ose+ for t$e measurement of service uait!) t$e SERLQ(A& scae

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$as een Di+e! use+ ! aca+emics an+ .ractitioners to measure service uait!7

T$erefore) t$is mo+e $as een use+ as a .oint of reference in t$is T$esis7

Tan%ies

Reiaiit!

Service Quait!

-imensionsFSERLQ(A&G

Res.onsiveness CustomerSatisfaction in

"nine#urc$asin%

Assurance

Em.at$!

i%ure 12: Reations$i. etDeen service uait! an+ customer satisfaction ase+ on SERLQ(A&

787K SERLQ(A& +imensions in reation to onine #urc$asin%

Tan%ies

EBam.es of t$e tan%ies factor are >$as u.,to,+ate eui.ment) >.$!sica

faciities are visua! a..eain% an+ >materias are visua! a..eain%7 T$ese as.ects

mi%$t e even more im.ortant in e,usiness as t$ere is no face,to,face contact

etDeen t$e customer an+ an em.o!ee7 T$e visua as.ects of t$e eui.ment Fi7e7 t$ee siteG are t$e on! visua contact etDeen a customer an+ an or%ani9ation7

T$erefore) t$e nee+ to $ave De functionin% an+ %oo+,oo*in% e sites is

.aramount7 T$ere are a %reat numer of customers D$o aan+on t$eir s$o..in% carts

on t$e Internet ecause t$e! %et frustrate+ Dit$ t$e tec$noo%! or t$e +esi%n an+ a!

out of t$e e site interface FHa%er an+ Eiot) 2001G7

T$e visua as.ects of e sites are aso Ju+%e+ +ifferent! ! t$e .eo.e of

+ifferent a%e7 $ie !oun% .eo.e ma! e attracte+ ! fas$! %ra.$ics) soun+s an+ a

5

$i%$,s.ee+ interface) o+er .eo.e +o not Dant in*in% teBts t$at are $ar+ to rea+ or

animations t$at +istract from t$e use of t$e e site FHoutman) 2002G7 At$ou%$ a

numer of e sites offer users t$e o..ortunit! to customi9e t$e e site to t$eir

nee+s) t$is customi9ation .rocess is most! aime+ at t$e content of t$e e site an+

not at t$e %ra.$ics) animations an+ soun+s7

Reiaiit!

Some of t$e as.ects in t$e reiaiit! factor $ave to +o Dit$ >+oin% D$at is

.romise+ an+ >+oin% it at t$e .romise+ time7 At$ou%$ man! or%ani9ations seem to

t$in* t$at t$e maJor reason D$! customers s$o. via t$e Internet is ecause of t$e oD

.rices) t$is +oes not aDa!s nee+ to e t$e case7 Some or%ani9ations foun+ out t$e

$ar+ Da! t$at t$ere are aso a ot of customers s$o..in% via t$e Internet ecause of

convenience consi+erations FRisee! an+ Sc$e$r) 2000G7 If customers cannot trust an

or%ani9ation to +o D$at t$e! as*) t$ose customers Di e +issatisfie+7 #rice ine) for

eBam.e) ran into i% .roems ! t$e en+ of 2000 ecause of its focus on t$e oDest

.rices7 #eo.e cou+ u! a .ane tic*et at a ver! oD .rice) ut ecause of .ossie

inconvenient f!in% times t$ere Das a i% ris* for customers7 T$is resute+ in

+issatisfie+,customers D$o Dere $a..! to tra+e off #rice ine?s +iscounts for t$econvenience of a com.etitor FRisee! an+ Sc$e$r) 2000G7

Res.onsiveness

"ne of t$e as.ects in t$e res.onsiveness factor is >%ives .rom.t service7 T$e

amount of time it ta*es to +oDnoa+ a e .a%e a..ears to e of %reat im.ortance to

t$e users of t$e Internet7 Researc$ in 1 foun+ t$at feDer t$an 10 .ercent of users

eave a e site if .a%e res.onse time is *e.t eoD 3 s7 HoDever) D$en it rises

aove 8 s) 0 .ercent of users eave7 $en +ea!s eBcee+ 12 s) a sta%%erin% 30 .ercent

of users eave a e site FCoB an+ -ae) 2001) 2002G7 It can e assume+ t$at .eo.e

eB.ect e sites to e even uic*er t$an in 1 ecause of t$e tec$noo%ica

a+vances7 T$us) it is ver! im.ortant for or%ani9ations to $ave a e site t$at is uic*)

ut on t$e ot$er $an+ users eB.ect e sites to e visua! a..eain%7 As t$e numer

an+ si9e of animations) .ictures an+ soun+s increase to ma*e a e .a%e more

visua! a..eain%) t$e time it ta*es to +oDnoa+ t$at e .a%e Di aso increase)

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D$ic$ is Ju+%e+ ne%ative! ! users7 Hence) t$ere is a tra+e,off etDeen t$e oo*s of a

e site an+ t$e s.ee+ of t$at site7 "r%ani9ations Di $ave to tr! to fin+ t$e ri%$t

aance etDeen %oo+ oo*s an+ s.ee+7 T$e tra+e,off etDeen oo*s an+ s.ee+ is

com.icate+ ! com.anies? +eman+ t$at t$eir e sites conve! t$e cor.orate ima%e

FMannin% et a7) 18G7 T$e +esi%n +e.artment of a com.an! Dants e .a%es to e

easi! reco%ni9ae as eon%in% to t$at com.an!7 In t$eir vieD) e .a%es $ave to

+is.a! com.an! an+ .ro+uct o%os as De as ot$er %ra.$ics t$at un+erscore t$e

cor.orate i+entit!7 T$ese %ra.$ics a++ to t$e overa si9e of e .a%es an+ t$ere!

increase t$e +oDnoa+ time for Internet users7 It is uestionae D$et$er users are

Diin% to acce.t soDer .a%es in return for more o%os an+ %ra.$ics t$at +o not

im.rove t$e functionait! of t$e e site Fat$ou%$ t$e! mi%$t im.rove t$e visua

a..eaG7

Assurance

"ne of t$e as.ects in t$e assurance factor is >*noDe+%e to ansDer uestions7

Customers eB.ect to fin+ ever!t$in% t$e! Dant on a e site7 In a ric*s an+ mortar

store) .eo.e fee comfortae Dit$ a imite+ inventor!7 "n t$e Internet) .eo.e are not

satisfie+ if t$e! cannot fin+ ever!t$in% t$e! Dant7 e s$o.s nee+ to $ave %reat +e.t$of inventor! an+ ric$ an+ reevant .ro+uct information F-a!a et a7) 2002G7 TDo ot$er

as.ects in t$e assurance factor are >em.o!ees can e truste+ an+ >fee safe in !our

transactions Dit$ em.o!ees7 irst) t$ere is t$e ris* for users to s$are .ersona

information Dit$ an or%ani9ation t$e! +o not *noD7 Researc$ on t$is to.ic FStatistica

Researc$ Inc7) 2001G s$oDs t$at at east 50 .ercent of users are ver! concerne+ aout:

misuse of cre+it car+ information %iven over t$e Internet@ sein% or s$arin% of

.ersona information ! e site oDners@ an+ coo*ies t$at trac* customers? Internetactivit!7 Secon+) t$e same researc$ s$oDs t$at tDo,t$ir+s of active e users

t!.ica! aan+on a site t$at reuests .ersona information an+ one in five $as entere+

fase information to %ain access to a e site7 As.ects in t$e assurance factor t$at

cou+ e ver! im.ortant in e,usiness are F-au%$tre!) 2001G:

UUU

U

avaiaiit! of a forma .rivac! an+ confi+entiait! .oic! on a e site@secure+ access to a e site Ft$at customers are .rom.te+ to ac*noDe+%eG@%enera re.utation of su..ier@

certifications or %uarantees of assurance@ an+

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U re.orts of eB.eriences of ot$er customers7

T$e first as.ect in t$is ist is aso ac*noDe+%e+ ! t$e Internationa

"r%ani9ation for Stan+ar+i9ation in

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C$a.ter K

Em.irica -ata #resentation

K7 Em.irica -ata #resentation

T$is c$a.ter Di .resent +ata t$at $as een coecte+ t$rou%$ uantitative

surve!7 At first De %ive an overvieD of t$e Desite D$ic$ u.oa+e+ t$e uestionnaires

t$at means t$e sam.e .o.uation an+ after t$at t$e +ata Di e .resente+ accor+in%

to t$e researc$ uestions an+ t$e variaes i+entifie+ in t$e frame of reference7

K71 "vervieD of t$e sam.e

Coo7com is a virtua Iranian societ! Desite t$at .eo.e can $ave t$eir

.rofies) De o%s) ist of frien+s) .$oto aum) cus) sen+in% receivin% messa%es)

onine s$o..in%) sen+in% SMS) onine a+vertisin% an+ etc7 Coo7com $as 880

active memers) an+ 2068 more $as een invite+ an+ t$ere are 6508 cus in t$is site

Fase+ on Au%ust 2K) 2005 re.ortsG7 Its memers are a aDare of e,commerce) as t$e!

cou+ rent a fat or u! a car from t$is Desite7

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Main .ur.ose of t$is stu+! is to un+erstan+ t$e most im.ortant +imensions of

service uait! in onine s$o..in% sector from t$e Iranian .ers.ective7 /ase+ on t$e

oJectives of t$e stu+! t$e sam.e s$ou+ e famiiar Dit$ usin% Internet an+ aso it

s$ou+ $ave eB.erience of usin% onine .urc$asin%7

/ase+ on t$e faciities D$ic$ coo7com .rovi+es its 880 memers@ it is

ovious t$at its memers are a famiiar Dit$ usin% Internet an+ e,commerce7 So) t$e

memers of Coo7com Dere seeme+ to e t$e est sam.e for t$is stu+!7

K72 Quantitative +ata .resentation

"nine surve! $as een con+ucte+ ase+ on t$e structure+ uestionnaire7 T$e

uestionnaire $as een +eveo.e+ ase+ on t$e variaes t$at Dere i+entifie+ in t$e

frame of reference7

T$e .ur.ose of t$e uestionnaire surve! Das to +eveo. em.irica evi+ence on

t$e uait! factors of e sites t$at are im.ortant to .eo.e D$o are famiiar Dit$ t$e

Internet an+ freuent Internet users7 T$e surve! com.rise+ t$e fooDin% uestions:

U

UU

U

#ersona information F%en+er) a%e) e+ucationG@

Res.on+ents? use of Internet Feui.ment) freuenc! of [email protected] De sites t$at are visite+ ! res.on+ents Fa .re+efine+ ist of 6cate%ories of De sitesG@ an+As.ects of De uait! Fa .re+efine+ ist of 50 as.ectsG7

T$e core of t$e uestionnaire consists of t$e ist of as.ects of e uait!7 or

ever! as.ect De as* t$e res.on+ent to in+icate t$e im.ortance of t$at as.ect an+ at t$e

same time De as* for t$eir satisfaction Dit$ t$at as.ect7 T$e structure of t$e uestions

is ase+ on t$e SERLQ(A& scae FPeit$am et a7) 10G7 T$e as.ects $ave een

+efine+ accor+in% to t$e cate%ories of t$e mo+e +eveo.e+ ! CoB an+ -ae F2001)

2002G an+ are as fooDs:

UUUUUU

U

carit! of .ur.ose@+esi%n@communication@reiaiit!@service an+ freuent! as*e+ uestions@accessiiit! an+ s.ee+@

.ro+uct or service c$oice@

6K

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UUUUU

or+er [email protected]+uct .urc$ase@user reco%nition@eBtra service@ an+reuent u!er incentives7

or eac$ of t$ese cate%ories a numer of as.ects $ave een +efine+ in t$e

uestionnaire7

T$e uestionnaire $as een +iscusse+ Dit$ eB.erts in t$e fie+ of e,commerce

an+ a .iot stu+! $as een con+ucte+ amon%st a sma numer of stu+ents7 T$is ea+ to

an im.rove+ uestionnaire D$ic$ $as een use+ for t$e researc$ .resente+ in t$is

.a.er7

I +ivi+e+ uestionnaire into K .arts in or+er to $ave etter resuts7 T$e first .art

$as 1 uestions an+ Das aout t$e res.on+ents? .ersona information7 T$e ot$er t$ree

uestionnaires Dere aout +ifferent as.ects of service uait! ase+ on SERLQ(A&7

K7271 Sam.e an+ Res.onse rate

A t$e coo7com memers $a+ access to t$e uestionnaires Fa..roBimate!

88)000G a in* an+ a rief intro+uction aout t$e stu+! Dere .rovi+e+ on t$eir .ersona

.a%e7 or t$e first .art of uestionnaire@ res.onses Dere receive+ from 30 .ersons7

After t$ree +a!s t$e secon+ .art Das u.oa+e+ an+ 550 res.on+e+) t$en for t$e t$ir+

.art 203 an+ t$e fort$ .art 255 res.onses Dere receive+7 T$e numer of res.onses

from onine surve! Das rat$er oD Fa..roBimate! 0782 .ercent of t$e numer of

memersG) $oDever) acce.tae for t$is t!.e of surve!7

K7272 -escri.tive statistics

e Dere tr!in% to %ive Dei%$t t$rou%$ Iranian Internet users? .ers.ective) as

Das mentione+ efore our sam.e eB.ecte+ to e Internet freuent user an+ famiiar

Dit$ eectronic commerce7 T$e +emo%ra.$ic statistics are .rovi+e+ Dit$in fi%ures1

1) 1K) an+ 15 D$ic$ +escrie %en+er) e+ucation) an+ a%e res.ective!7

1 Reative taes are .rovi+e+ in a..en+iB II

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#ie c$art in fi%ure 1 s$oDs t$at more t$an $af of res.on+ers Dere mae7

Aout 30 $a+ re.ie+ t$e uestionnaires out of D$ic$ on! 2K5 Dere femae7 #ease

fin+ tae 1 in a..en+iB II D$ic$ .rovi+es cear statistics7

i%ure 1: #ie c$art@ numer of res.on+ents ! %en+er7

/ar c$art in fi%ure 1K iustrates res.on+ents? fie+s of stu+! in seven %iven

cate%ories .us >ot$ers o.tion7 Aout 56 .ercent of res.on+ents Dere en%ineer t$at is

K08 .ersons an+ a..roBimate! 2875 .ercent of t$em c$ose >ot$ers7 Mana%ers Dere

K78 of re.iers stan+ in t$ir+ .osition an+ 78 Dere accountants7 As it is s$oDe+ in

fi%ure 1K t$e fift$ cate%or! Das me+icine F276G neBt %rou. Dit$ 27 .ercent Das

mar*etin% s.eciaists7 T$e numer of .ersons in t$e fie+ of Socia science Das ver!

cose to mar*etin% F172G7 An+ on! 1 Das active in aD7 It is ovious t$at most ofour sam.e Das tec$nica .eo.e an+ ver! sma numer of it Das s.eciaist in aD7

ie+ of e+ucation

500

K00

reuenc!00

200

100

0

En%ineerin%socia science Me+icine&aD

Accountin% Mana%ementMar*etin%"t$ers

ie+ of e+ucation

i%ure 1K: /ar c$art@ numer of res.on+ents ase+ on t$eir e+ucation?s fie+7

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T$e maJorit! of sam.e Das 1 to 5 !ears o+) fi%ure 15 s$oDs aout 260

.ersons Dere more t$an 5 !ears o+7 Iran is a !oun% countr! an+ t$e! su..ose+ to e

t$e ner+iest %rou. ut to our sur.rise ver! sma numer of res.on+ents F12 .ersonsG

Dere ess t$an 21 !ears o+7

A%e

K00

00

reuenc!

200

100

0

^21 21,25 26,0 1,5 _6

A%e

i%ure 15: /ar c$art@ numer of res.on+ents ! a%e7

Tae 6 s$oDs t$e res.on+ents? use of t$e Internet in terms of t$e uait! of

t$eir oDn eui.ment7 T$e! are asoute! satisfie+ Dit$ t$eir #Cs F#ersona

com.utersG an+ aso fee fine aout .rintin% over t$e De ut +issatisfie+ Dit$

connection s.ee+ an+ +oDnoa+in% from t$e De7 "vera t$e res.on+ents are rat$er

satisfie+ Dit$ t$eir $ar+Dare ut it seems t$e! $ave .roem Dit$ t$e Internet Service

.rovi+ers FIS#G an+or tee.$one ines 7

Tae 6: Satisfaction of res.on+ents Dit$ t$e eui.ment t$e! use

#C#rintin% from t$e De

Connection s.ee+-oDnoa+in% from t$e De

ote: "n a five,.oint scae from ver! +issatisfie+ to ver! satisfie+

MeanK7087K26

272027865

Tae 3 $as summari9e+ t$e freuencies of res.on+ents? Internet visits7 T$e!

visit t$e Internet on an avera%e 15 times .er Dee*) an+ a..roBimate! s.en+ an $our

.er visit7 So) it is cear t$at t$e! are freuent users of Internet7

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Tae 3: T$e use of t$e De

Eas! to fin+ reevant informationEas! to use De .a%e in*sEas! to fin+ t$e +esire+ De site

Time s.ent on one siteTime on t$e De .er Internet visitumer of Internet visits .er Dee*

ote: If not in+icate+ ot$erDise) on a five,.oint scae from ver! +ifficut to ver! eas!

mean 758 7812 76213758 min58733 min` 15 visits

It is interestin% to note t$at t$e t!.es of e sites t$at are use+ most often !

res.on+ents are: searc$ en%ines an+ t$e De sites t$at are ess freuent! use+ are:

Secon+$an+ s$o.s Fsee tae 8G7

Tae 8: esites ran*e+ ! freuenc! of visits

Searc$ En%inesMusic StoresE,s$o.s/oo* StoresMovie StoresSecon+$an+ #ro+ucts

ote: "n a five,.oint scae from never to once a +a! or more

Mean7062752327K27118173217563

Tae s$oDs t$at) to. five an+ tae 10 s$oDs t$e ottom five of t$e

im.ortance FeB.ectationsG an+ t$e satisfaction FeB.eriencesG are rou%$t ase+ on

.re+efine+ as.ects reate+ to t$e uait! of De sites7 Service uait! factors $ave

een ran*e+ ! t$eir im.ortance score7

Tae : t$e to. five Dit$ $i%$est scores of im.ortance

Service uait! factors12K5

Access is fastInformation is foun+ Dit$ a minimum of cic*s2K B 3 B 65 user accessiiit!/ran+ ima%e is im.ortantin+in% !our Da! on t$e De site is eas!

Im.ortance

mean

Satisfaction

meanK72KK7186K7156K7105K710K

76K8765178078K0765

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Tae 10: T$e ottom five Dit$ oDest scores of im.ortance

Service uait! factors

K6K3K8K50

A customer .atform is .rovi+e+ for eBc$an%e of i+ease sites t$at focus on ran+ aDareness $ave a store ocatorT$e user is invite+ into a freuent u!er .ro%ram&in*s are .rovi+e+ to .a%es on reate+ .ro+ucts an+ servicesT$e user can ma*e a .urc$ase Dit$out De site re%istration

Im.ortance mean

Satisfaction mean

755875067K827K678

78137652731K76K87600

Com.arin% t$e im.ortance scores in +ifferent roDs) it is un+erstoo+ t$at a t$e

service uait! factors are im.ortant an+ $ave ver! tin! +ifferences Dit$ eac$ ot$er

D$ic$ is a .roof to t$eir ti%$t soi+arit!7

Res.ectin% Iranian societ! an+ tec$nica faciities for Internet users it Das

eB.ecte+ t$at to. service uait! factors ase+ on t$eir im.ortance?s scores Dei%$te+

for asic factors suc$ as s.ee+ of connection) safe*ee.in% strate%ies) etc7 D$ic$ are

avaiae in tae an+ is an asoute .roof to our eB.ectation7 A com.ete ana!sis

of t$ese taes cou+ e foun+ in t$e neBt c$a.ter7

6

C$a.ter 5

-ata Ana!sis an+ concusion

57 -ata Ana!sis an+ concusion

Coecte+ uantitative +ata $as een .resente+ in t$e .revious c$a.ter7

C$a.ter 6 rin%s t$e ana!9e+ +ata accor+in% to t$e researc$ uestion D$ic$ tries to

ran* t$e service uait! +imensions ase+ on Iranian onine s$o..ers? .ers.ective7

T$e ran*e+ service uait! factors etDeen Iranian onine s$o..ers Ftar%et

.o.uationG are com.are+ Dit$ t$e American stu+ents Fa researc$ Das +one !

IDaar+en iee) 200G7 ina!) De $ave t$e concusion an+ a +iscussion aout

.ossie areas t$at furt$er researc$ cou+ e con+ucte+7

571 T$e most im.ortant +imensions of service uait!

Iranian customers Dere assume+ to e in nee+ of asic faciities)

infrastructures) of eectronic commerce t$rou%$ out t$e .revious c$a.ter7 oD et us

see D$at statistics sa!:

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In tae 11 t$e im.ortance FeB.ectationsG an+ satisfaction FeB.eriencesG are

summari9e+ ase+ on .re+efine+ as.ects reate+ to t$e uait! of De sites7 T$e to.

ten as.ects seem to reate t$e asic infrastructure of e,commerce7 Res.on+ers eieve

t$at t$e most im.ortant as.ect of service uait! must e >fast Access) as t$e! Dere

as*e+ aout t$eir #C satisfaction in tae 3 FSatisfaction mean is: K708G t$e! are

.rett! satisf! Dit$ t$eir oDn s!stems) t$e main .roem is t$e teecommunication

s!stem in Iran7 /roa+ /an+ is not avaiae for ever!o+!7 At$ou%$ Iran .rovi+es t$e

c$ea.est Internet service in t$e Dor+ F/ase+ on #a!am Ra+io neDs on Se.temer 1)

2005G@ ut t$e uait! of service FQoSG is .oor an+ not acce.tae7

T$e secon+ im.ortant factor F>Information is foun+ Dit$ a minimum of

cic*sG is a%ain reate+ to t$e first .roem7 After $avin% +ifficuties to access t$e

Internet t$e user Dis$ to %et t$e nee+e+ information as fast as .ossie Dit$out

+isturin% irreevant information77 It aso refers to t$e +esi%n of t$e Desite@

customers +o not Dant com.icate+ .a%es D$ic$ t$e! s$ou+ s.en+ ots of time to %et

sim.e information7

T$e t$ir+ factor is >2K B 3 B 65 user accessiiit! D$ic$ s$oDs $oD it is

ot$erin% to %o on a Desite to u! a C- an+ t$e! as* !ou to come anot$er +a!

ecause to+a! is Dee*en+ an+ t$eir service is not avaiae noD It is a must t$at

users $ave accessiiit! to t$e site at an! time $e or s$e Dis$es) 2K $ours in an! +a!7

T$e fort$ factor is >/ran+ ima%e customers Dant to e sure aout D$at is

e$in+ Desites7 Customers D$o u! a .ro+uct on t$e Internet) Dou+ i*e t$at t$e

De sites an+ t$e or%ani9ations e$in+ t$em to e trustDort$!7 T$e neBt im.ortant

De uait! is +esi%n of De sites accor+in% to fin+ our Da! on it must e eas!@ t$e

.rivac! an+ securit! .oicies must e avaiae for users@ i7e7 customers must e aDare

of to D$at eBten+ t$e! $ave .rivac! an+ securit!7 Res.on+ers stron%! eieve t$at a

Desite aso s$ou+ .rovi+e De .ro%ramme+ searc$ o.tions) +irect instructions an+ a

stan+ar+ navi%ator ar7

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Tae 11: T$e to. ten of service uait! factors Dit$ $i%$est scores of im.ortance

Service uait! factors

Access is fastInformation is foun+ Dit$ a minimum of cic*s2K B 3 B 65 user accessiiit!/ran+ ima%e is im.ortantin+in% !our Da! on t$e De site is eas!T$e .rivac! .oic! is accessieT$e securit! .oic! is accessieT$ere are De .ro%ramme+ searc$ o.tionsInstructions are +irect! avaiaeA stan+ar+ navi%ation ar) a $ome utton an+ ac*forDar+ uttonare avaiae on ever! .a%e

Im.ortance mean

Satisfac