Outcomes of Perceived Online Webshop Quality: Empirical Evidence

Abstract

Purpose – Despite tremendous growth of e-commerce, there are reports of concerns about the quality of products and services in online transactions. This study evaluates customer perceptions of product quality in online circumstances. Specifically, the study proposes a model for analyzing the prominent outcomes of perceived webshop quality. Design/Methodology/Approach – The data was obtained through an online survey using a structured questionnaire administered to 515 online customers. Furthermore, regression analyses tested the causal relationship proposed in the hypothesis. Findings and implications – The study found that both the dimensions of product quality and webshop quality affect customer loyalty and satisfaction. Besides, satisfaction and trust affect loyalty. Results also reveal that satisfaction affects trust. On the other hand, product quality has not been shown to affect customer trust. Limitations – Since there is no online customer database, a public online survey with screening questions was used. The sample consists only of the representatives of the student population who have purchased products online. As the sample may not reflect the entire population of online consumers worldwide, caution is to be applied when generalizing the findings. Originality – This study contributes the existing knowledge about how perceptions of quality, satisfaction, and trust combine to increase loyalty in the case of e-commerce. This is a step towards expanding and contextualizing research on perceived quality and its outcomes in a non-traditional Eastern context. This paper provides marketers with valuable insights into the perceptions and attitudes of young online shoppers.

Keywords

• webshop quality
• satisfaction
• trust
• loyalty
• online shopping