Студија о утицају квалитета онлајн услуга на задовољство купаца у е-трговини на мало

DOI: https://doi.org/10.5937/sjm17-25927
Ključne reči: квалитет услуге, задовољство купаца, онлајн маркетинг, верност купаца, опоравак услуге, грешка услуге

Sažetak


Овај рад проверава ефекат квалитета услуге на задовољство купаца у онлајн малопродајном пословању заједно са повезивањем демографских варијабли кроз мишљење испитаника, посебно 524 студента у Индији одабраних методом наменског узорковања. Доброта уклапања модела је пронађена коришћењем моделирања структурних једначина (СЕМ) АМОС-а, а однос између квалитета е-услуге и задовољства корисника је анализиран кроз међукорелацију и регресиону анализу. Резултати показују да фактори квалитета е-услуга имају позитиван утицај и такође су истакнути као значајан предиктор задовољства корисника. Студија је такође открила да опоравак услуге делује као посреднички фактор између неуспеха услуге и задовољства корисника. Резултат ове студије ће подржати онлајн продавце да формулишу своје стратегије у циљу пружања веома добрих и одличних услуга својим купцима.

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Objavljeno
2022/04/06
Broj časopisa
Vol. 17 Br. 1 (2022): Serbian Journal of Management
Rubrika
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