期刊名称：Perspectives of Innovations, Economics and Business
印刷版ISSN：1804-0519
电子版ISSN：1804-0527
出版年度：2011
卷号：7
期号：1
页码：27-34
出版社：Prague Development Center, s.r.o.
摘要：In this ICT age, we witnessed a substantial growth of internet based services. One of the key challenges of the online as a service delivery channel is how they manage service quality, which holds a significant importance to customer satisfaction. The purpose of this study was to gain a better understanding of the service quality dimensions that affect customer satisfaction in online marketing from a customer perspective. The data were collected through a questionnaire with 127 online shoppers. Exploratory factor analysis was conducted to narrate the important service quality factors in online marketing. In this study, seven service quality dimensions were identified and these have a strong impact on customer satisfaction.
关键词：Online marketing; customer satisfaction; service quality
