Customers’ perception and expectation of service quality dimensions for any field, whereas it is traditional commerce or EC, has a close relation with adoption of that system, and is significantly depend on cultural diversity of the customers. Service quality of a business, in the present competitive market, plays a very sensitive role in positive perception of that business and thus acceptance, use, and adoption. Since EC is inherently global, global consumers’ perception of service quality, grounded on cultural and social diversity, is a potential criterion to be addressed and analyzed. This chapter of the book is designed to conceptualize some general idea about expectation and performance of different service quality attributes for B2C EC as revealed by different researchers.
3.2. Electronic-Commerce Service Quality
Practitioners and academics experience growing interest in the service sector’s operations and in service quality in particular. The service sector has become an important part of core business strategy. The service management literature of the 1990s (both marketing and operations) supports a view that excellent service and prescriptions for improving service quality is an important way to enhance customer satisfaction and loyalty leading to increased competitiveness and profitability, both in manufacturing and in service industries. Service is an act or combination of acts to assist others. It can be measured by performance. It is intangible and may or may not be associated with product transactions (Kotler, 1973). Therefore, service is characterized by the fact that it is intangible, simultaneous, and heterogeneous. Generally, service marketing defines service in three dimensions: Core service, Facilitating service, and Supporting or Supplementary service. The core service is the main reason for the company to be on the market. Facilitating service is mandatory for presenting the service accessible. Supporting or supplementary service is value adding component that is used to distinguish the service from the competitors’ offerings (Gronroos, 1990). Business service is under different labels like, business-to business service, professional service, and industrial service in the literature. It is a process for providing significant value-added benefits to the supply chain in a cost-effective way. At present, service like, pre-sale service, on-sale service, after-sale service, and delivery service, starts to play a crucial role in business and are considered a success factor for better performance (Davis et al., 1992).