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Prioritization of service quality factors in online purchasing a cross-cultural comparison
Luleå tekniska högskola.
Luleå tekniska högskola.
Luleå tekniska högskola.
2008 (English)In: Proceedings of the Academy of Marketing Annual Conference: Reflective Marketing in a Material World : 8-10 July 2008, Aberdeen Scotland, 2008Conference paper, (Refereed)
Abstract [en]

Consumer behaviour has changed dramatically in the past decade. Today, consumers can order online many customised products ranging from trainers to cars. In an increasingly interdependent world where barriers to trade and to international exchanges constantly diminish, cultural differences remain the single most enduring feature that has to be taken into account for localizing marketing strategies. The findings of this research are mostly useful to those managers and web-designers who intend to penetrate international "Business to Consumer" markets. One of the key challenges of online businesses is the management of service quality, which holds a significant importance to customer satisfaction. This paper is purposed to unveil customers' perceptions on service quality priority and different cultures' expectations in online shopping. The proposed study has been tested on data from 413 customers divided in two groups from Europe (n=215) and Middle east (n=198). The study is based on the SERVQUAL instrument that identifies five quality dimensions. The findings indicate that; developing countries customers need more security and clarity in transactions but also better internet infrastructure. Based on the study results, recommendations for managers and future research are also provided.

Place, publisher, year, edition, pages
2008.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-16026OAI: oai:DiVA.org:lnu-16026DiVA: diva2:463719
Conference
the Academy of Marketing Annual Conference, 8-10 July 2008, Aberdeen Scotland
Available from: 2011-12-11 Created: 2011-12-11 Last updated: 2013-06-28Bibliographically approved

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Mostaghel, RanaOghazi, PejvakHultman, Magnus
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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf