Evaluation of Quality of the e-Commerce Service

Evaluation of Quality of the e-Commerce Service

Manuela Ingaldi (Faculty of Management, Czestochowa University of Technology, Czestochowa, Poland) and Robert Ulewicz (Faculty of Management, Czestochowa University of Technology, Czestochowa, Poland)
Copyright: © 2018 |Pages: 12
DOI: 10.4018/IJACI.2018040105

Abstract

E-commerce market continues to grow. It is so popular because more and more people are connected to the Internet. Nevertheless, not all online e-shops can be so proud of its conversion rates. The customers' satisfaction with the services of different types of e-shops are affected by many different factors. The authors can say that a satisfied customer is the one who maintains a good reputation of the sellers' despite of the disadvantages which he had to face, such as damage of product during its transport, the need to make a warranty repair. To evaluate the customers' satisfaction in the chosen e-shop, the authors decided to use two methods which according to them can be complementary in this case, these methods are following: the Servqual method and the Importance/Performance analysis (IPA). Then, advantages and disadvantages of e-commerce were described. Next, the research methods were characterized. Later, the survey and its results were shown. The research had the form of an online questionnaire. It was addressed to customers of the chosen e-shop. The Servqual method was used to evaluate the quality level of offered services in general and analyze the Servqual index (perceptions of the real services minus customers' expectations). The Importance/Performance analysis was used to indicate which areas of the service really need the intervention of the research e-shop.
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Introduction

People every day have to deal with different types of services. They do not often realize how big and varied the sector of this economy is, and how fast it develops. There are many definitions of the service among which the one of Daszkowska can be mentioned. According to this author the service is a useful product, which had immaterial form, which is produced by human labor (like material product) in the production process, by affecting the structure of a specific resources (human or material object) in order to satisfy human needs (Daszkowska, 1998).

It should be mentioned that the service quality and its analysis is more complicated and time-consuming than in case of products quality. During quality analysis of the material product we have tangible evidence in form of these product, and its features which can be measure. It is possible to examine it dimensions, weight, the chemical, physical and mechanical properties etc. When evaluating the quality level of any service, we should could in mind many things such as: subjective and objective factors, all requirements asked by a customer, mood of the customer and the references point (Stoma, 2012). On the basis of these elements, special tools and method to evaluate the service, were created.

When evaluating products, we have to check if their features meet the customers' requirements. In case of services we don't have clear evidence to do it because of their immateriality and impermanence. So, when evaluating the service quality, we need to as for customers' feedback. We need to meet importance of all services expectations, importance and how customers evaluate the same characteristics according to their experience gained from received services. There are many methods which can be used for evaluation of the services. The Servqual method is most commonly used, but there are other, between which following methods should be mentioned: Servperf, Mystery Shopper, CIT, IPA.

E-commerce is big business which is getting bigger every day. It is a methodology of up-to-date business, including also requirements for organizations. Such business can be defined as a process of buying or selling any type of goods or services in electronic way, for example via Internet (https://www.oecd.org/sti/consumer/ECommerce-Recommendation-2016.pdf):

  • Non-monetary way of payment

  • Good payment protection

  • Digital content products

  • Big participation of consumers

  • Mobile devices

  • Privacy and security risks

  • Product safety

In Poland there are about 25.8 million Internet users. In 2014 it was noticed that 65% of Polish people used it in regular way. 48% of them once or more made purchase online, 47% in Polish e-shops, and 10% in foreign e-shops (https://ecommercepolska.pl/files/9414/6718/9485/E-commerce_w_polsce_2016.pd). Product which the most often are bought online are footwear, books, clothes, cosmetics and electronics. It should be emphasis that this type of shopping is especially popular in town with fewer than 20,000 inhabitants due to the fact that the offer of traditional shops is rather limited.

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