An Investigation Of Customers’ Perceptions On Internet Retail Service Quality Amongst University Students.

Abstract

Despite several studies having measured service quality, little research has been conducted in the context of Internet retailing. Accordingly, this research aims to investigate the customers’ perceptions of Internet Retail Service Quality (IRSQ) amongst one particular market segment, namely university students. The concepts, studies and research findings have developed in this research in order to identify an appropriate Internet RetailService Quality dimensions from the existing theory. From this literature review, research questions areformulated. To answer the research questions, data were collected through distributing questionnaires to 203 students. Descriptive analysis and t-Test of Differences was used to identify customers’ perceptions of Internetretail service quality The findings indicate that most of the respondents agreed that the service quality providedby the Internet retailer was fairly good. However, the t-test for equality of means indicates that there is nosignificant difference between male and female students in perceptions of IRSQ.Detailed contributions of this research in improving the existing knowledge and providing guidance fordeveloping service quality in Internet retailing industry are provided as recommendations.