ANALYSIS AND MUTUAL IMPACT OF DIGITAL SERVICES QUALITY ELEMENTS
Abstract
If there is a wish to attract new users and keep the existing stay, it is necessary to analyze the mutual impact of the elements on digital service quality. To date, numerous authors have conducted various empirical research studies. This study deals with the interstitial influences including reliability, responsiveness, and empathy. This research study has gone a step forward. It is aimed at determining how reliability and responsiveness, both individually and taken together, affect empathy in the Republic of Serbia on a projected sample of 458 small and medium enterprises, namely the manufacturing, service, and ICT activities. On the applied theoretical model, empirical research was conducted: descriptive statistics, correlation analysis and regression analysis, the impact of the independent elements on the dependent element. This research study is intended to help to understand the interdependence and degree of the influence present between said elements; this can provide help to SME owners and their managers with respect to the development of marketing strategies and good business practices in the digital age.
References
Arts, J. W., Frambach, R. T., & Bijmolt, T. H. (2011). Generalizations on consumer innovation adoption: A meta-analysis on drivers of intention and behavior. International Journal of Research in Marketing, 28(2), 134–144. https://doi.org/10.1016/j.ijresmar.2010.11.002
Asubonteng, P., McCleary, K. J., & Swan, J. E. (1996). SERVQUAL review: A critical review of service quality. Journal of Services Marketing, 10(6), 62–81. https://doi.org/10.1108/08876049610148602
Berry, L. (1986). Big Ideas in Services Marketing. Journal of Consumer Marketing, 3(2), 47–51. https://doi.org/10.1108/eb008162
Boon-Itt, S. (2015). Managing self-service technology service quality to improve e-satisfaction. International Journal of Quality and Service Sciences, 7(4), 373-391. https://doi.org/10.1108/IJQSS-01-2015-0013
Brzakovic, A., Brzakovic, T., & Brzakovic, P. (2019). The Determinants of Brand Positioning in Higher Education—What Dominant Influences Students' Satisfaction? Croatian Journal of Education, 21(2), 407-436. https://doi.org/10.15516/cje.v21i2.3136
Brzakovic, A., Brzakovic, T., Karabasevic, D., & Popovic, G. (2021). Empirical Analysis of the Influence of Digital Marketing Elements on Service Quality Variables in the Small-and Medium-Sized Enterprises Sector in the Republic of Serbia. Sustainability, 13(18), 10264. https://doi.org/10.3390/su131810264
Chou, P. F., Lu, C. S., & Chang, Y. H. (2014). Effects of service quality and customer satisfaction on customer loyalty in high-speed rail services in Taiwan. Transportmetrica A: Transport Science, 10(10), 917-945. https://doi.org/10.1080/23249935.2014.915247
Danjum, I., & Rasli, A. (2012). Imperatives of service innovation and service quality for customer satisfaction: Perspective on higher education. Procedia-Social and Behavioral Sciences, 40, 347-352. https://doi.org/10.1016/j.sbspro.2012.03.198
Dotchin, J. A.; Oakland, J. S. (1994). Total Quality Management in Services: Part 1: Understanding and Classifying Services. International Journal of Quality & Reliability Management, 11, 9–26. http://dx.doi.org/10.1108/02656719410056459
Du Plessis, C. (2015). An exploratory analysis of essential elements of content marketing. In Proceedings of the Second European Conference on Social-Media, Porto, Portugal, 9-10 July, pp. 122-129. http://hdl.handle.net/10500/18910
Du Plessis, C. (2017). The role of content marketing in social media content communities. South African Journal of Information Management, 19(1), 1-7. https://doi.org/10.4102/sajim.v19i1.866
Fernandes, T., & Pedroso, R. (2017). The effect of self-checkout quality on customer satisfaction and repatronage in a retail context. Service Business. Springer. https://doi.org/10.1007/s11628-016-0302-9
Furrer, O., Liu, B.S.C., & Sudharshan, D. (2000). Relationships between culture and service quality perceptions: Bass for cross-cultural market segmentation and resource allocation. Journal of Service Research, 2(4), 355-371. https://doi.org/10.1177/109467050024004
Grönroos, C. (2001). The perceived service quality concept—A mistake? It's managing. Managing Service Quality, 11(3), 150-152. https://doi.org/10.1108/09604520110393386
Karabasevic, D., Stanjkic, D., Zawadskas, E. K., Stanimirovic, P., Popovic, G., Predić, B., & Ulutaş, A. (2020). A Novel Extension of the TOPSIS Method Adapted for the Use of Single-Valued Neutrosophic Sets and Hamming Distance for E-Commerce Development Strategies Selection. Symmetry, 12(8), 1263. https://doi.org/10.3390/sym12081263
Kotler, P., & Armstrong, G. (2014). Principles of Marketing. Pearson Education, Boston, MA, USA.
Kotler, P., Kartajaya, H., & Setiawan, I. (2010). Marketing 3.0: From Products to Customers to the Human Spirit. John Wiley & Sons, Inc.: Hoboken, NJ, USA.
Lehtinen, U., & Lehtinen, J. R. (1991). Two Approaches to Service Quality Dimensions. Service Industries Journal, 11, 287-303. http://dx.doi.org/10.1080/02642069100000047
Lewis, B. R.; Mitchell, W. W. (1990). Defining and Measuring the Quality of Customer Service. Marketing Intelligence & Planning, 8, 11–17. https://doi.org/10.1108/EUM0000000001086
Liu, H., Jayawardhena, C., Osburgh, W.-S., Yoganathan, V., & Cartwright, S. (2021). Social sharing of consumption emotion in electronic word of mouth (eWOM): A cross-media perspective. Journal of Business Research, 132(C), 208-220. https://doi.org/10.1016/j.jbusres.2021.04.030
Mei, X. Y., Bagaas, I. K., & Relling, E. K. (2020). Storytelling as an Approach to Voice Complaints and eWOM on social media/Facebook. In S. Loureiro, & H. Kaufmann (Ed.), Exploring the Power of Electronic Word-of-Mouth in the Services Industry (pp. 49-68). IGI Global. https://doi.org/10.4018/978-1-5225-8575-6.ch004
Ministry of Economy Home Page. Available online: http://www.privreda.gov.rs (accessed on 10 October 2021).
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). And the conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41–50. https://doi.org/10.2307/1251430
Parasuraman, A., Zeithaml, V.A., & Berry, L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality Journal of Retailing, 64(1), 12–40.
Ramlugun, V. D., & Heman K. S. R. (2012). Assessing Service Quality in the Mauritian Banking Sector Using SERVQUAL. Prestige International Journal of Management & IT- Sanchayan, 1(1), 115-126.
Wisniewski, M. (2001). Using SERVQUAL to assess customer satisfaction with public sector services. Managing Service Quality: An International Journal, 11(6), 380-388, https://doi.org/10.1108/EUM0000000006279