Impact of Internet Retail Service Quality Factors on Satisfaction of e-shoppers in Bangladesh

  • Shamima Akter Department of Business Administration City University, Dhaka,Bangladesh 13/A Panthapath, Dhaka-1216
Keywords: e-service quality, e-satisfaction, e-retailer, e-shopper.


The current Technological advancement in Bangladesh has opened up tremendous growth opportunity for e-commerce. Growing awareness and interest among consumers to use online for purchasing also play a very important role in the development of online retailers in Bangladesh. The purpose of this study is to identify the impact of Internet retail service quality factors on satisfaction of e-shoppers in Bangladesh. This is accomplished via two studies. First study based on qualitative focus group interviews to identify four variables important to consumers in their evaluation of the quality of online retailers. These are termed Ease of use, Access, Assurance, Performance, Information. Second study includes conducting a seven rating questionnaire survey collect data from 198 online customers. the researcher used statistical techniques like mean, standard deviation, correlation and regression analysis. The result supports all the hypothesis except H2. Which means Access is not significantly correlated to Satisfaction. 


[1] D. H. Cho, & J. H. Park, "Examining the Performance of Internet-Based Business Models: Evidence from the Internet Banks"International Journal of u- and e- Service, Science and Technology, vol. 5, no. 1, 2012.
[2] I.K. Jalozie, H.J. Wen, and H.L. Huang, “A framework for selecting e-commerce business Models”, Retrieved on February, 10, p.2012, 2006.
[3] L.M. Bellman, “Bricks and mortar: 21st century survival'', Business Horizons, , pp. 21-8, May-June 2001.
[4] K. Dobie, J. Grant, & K. Ready, “Product motivation and purchasing activity: An exploratory study of consumers' Internet purchasing activity”, Journal of Promotion Management, vol. 6, no.1-2, pp.31-43, 2001.
[5] M. Wolfinbarger, and M. Gilly, "Shopping online for freedom, control and fun", California Management Review. Vol. 43, No. 2, pp. 34-55, 2001
[6] D. Straub, & R. Klein,’E-competitive transformations”, Business Horizons, vol. 44. No. 3, pp.3-12, 2003.
[7] A. Parasuraman, and D. Grewal, “The impact of technology on the quality-value-loyalty chain: a research agenda”, Journal of the Academy of Marketing Science, Vol. 28 No. 1,pp. 168-74, 2000.
[8] T. L. Childers, C. L. Carr, J. Peck, & S. Carson, “ Hedonic and utilitarian motivations for online retail shopping behavior”, Journal of retailing, vol. 77, no.4, pp. 511-535, 2002.
[9] E. Garbarino, & M. S. Johnson, “The different roles of satisfaction, trust, and commitment in customer relationships”, the Journal of Marketing, pp.70-87, 1999.
[10] P. A. Pavlou, “Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model”, International journal of electronic commerce, vol. 7, no. 3, pp. 101-134, 2003.
[11] V. Shankar, A. K.. Smith, & A. Rangaswamy, “ Customer satisfaction and loyalty in online and offline environments” International journal of research in marketing, vol. 20, no.2, pp.153-175, 2003.
[12] B. Yoo, & N. Donthu, “Developing a scale to measure the perceived quality of an Internet shopping site (SITEQUAL)”, Quarterly journal of electronic commerce, vol. 2, no.1,pp. 31-45,2001.
[13] D. M. Szymanski & R. T. Hise, “ E-satisfaction: an initial examination”, Journal of retailing, vol.76, no. 3, pp. 309-322, 2000.
[14] V. A. Zeithaml, A. Parasuraman, & A. Malhotra, “Conceptual Framework for understanding e-service quality: Implications for future research and managerial practice, 2000.
[15] V. Liljander, , A.C.R. van Riel and M. Pura, “Customer satisfaction with e-services: the case of an on-line recruitment portal'', in Bruhn, M. and Stauss, B. (Eds), Jahrbuch, 2002.
[16] S. S. Srinivasan, R. Anderson, & K. Ponnavolu, “Customer loyalty in e-commerce: an exploration of its antecedents and consequences”, Journal of retailing, vol. 78,no.1,pp. 41-50, 2002.
[17] A. Caruana,”Service loyalty: The effects of service quality and the mediating role of customer satisfaction”. European journal of marketing, vol. 36, no.7/8, pp. 811-828, 2002.
[18] Montoya-Weiss, Mitzi, B. Glenn, Voss, and Dhruv Grewal. “Bricks to Clicks: What Drives Customer Use of the Internet in a Multi-Chan-nel Environment.” Working Paper. Caroline State University, 2000.
[19] R. Davis, M. Buchanan-Oliver and R.J. Brodie,“Retail service branding in electronic commerce environments”, Journal of Service Research, Vol. 3 No. 2, pp. 178-86, 2000.
[20] M.G. Morris, and J.M. Turner, “Assessing users’ subjective quality of experience with the World Wide Web: an exploratory examination of temporal changes in technology acceptance”, International Journal of Human-Computer Studies, Vol. 54 No. 6, pp. 877-901, 2001.
[21] V. Venkatesh, “ Determinants of perceived ease of use: Integrating control, intrinsic motivation, and emotion into the technology acceptance model”. Information systems research, vol. 11, no. 4, pp. 342-365, 2000.
[22] V. Venkatesh, and F.D. Davis, “A theoretical extension of the technology acceptance model: four longitudinal field studies”, Management Science, Vol. 46 No. 2, pp. 186-204, 2000.
[23] D. Gefen, and D.W. Straub, “The relative importance of perceived ease of use in IS adoption: a study of e-commerce adoption”, Journal of the Association for Information Systems, Vol. 1 No. 8, pp. 1-28, 2000.
[24] M. Xue, & P. T. Harker, “Customer efficiency concept and its impact on e-business management”. Journal of Service Research, vol. 4, no. 4, pp. 253-267,2002.
[25] Reibstein, J. David, "What attracts customers to online stores, and what keeps them coming back?." Journal of the academy of Marketing Science, vol. 30, no. 4,pp. 465-473, 2002.
[26] Friedman, Batya, H. Peter, Jr. Kahn, and C. Daniel Howe, “Trust Online.” Communications of the ACM,vol. 43, pp. 34-40, December,2000.
[27] J. Dumortier, & C. Goemans, “Electronic business and data privacy: the role of standardisation”, Journal of Database Marketing & Customer Strategy Management, vol. 8,no. 3,pp. 212-216,2001.
[28] A. D. Miyazaki, & A. Fernandez, “Consumer perceptions of privacy and security risks for online shopping”, Journal of Consumer affairs, vol.35,no.1, pp. 27-44, 2001.
[29] Lociacono, Eleanor, T. Richard, Watson, and Dale Goodhue “WebQual™: A Web Site Quality Instrument.” Working Paper. Worcester Polytechnic Institute,2000.
[30] Deeter-Schmelz, R. Dawn, Aric Bizzari, Rebecca Graham, and Catherine Howdyshell. "Business-to-business online purchasing: suppliers' impact on buyers' adoption and usage intent." Journal of Supply Chain Management, vol. 37, no. 4,pp.4-10, 2001.
[31] J.C. Nunnally, Psychometric theory (2nd ed.). NY: McGraw Hill, 1978.