Effects of Overall Service Quality on Consumer Satisfaction and Behavior Intention in Internet Shopping Malls of China

초록

This research addresses two questions: (1) Would the SERVQUAL measurement tool, originally developed by Parasuraman et al. (1988), be a good indicator in the Internet shopping mall environment? (2) If so, could the five different dimensions that SERVQUAL measure be effectively replaced with one overall measure to understand its effects on consumer marketing reactions? The findings from 387 samples from Chinese regional areas suggest that the subordinate measures of service quality in the Internet shopping environment do significantly influence the overall measure of service quality, with responsiveness and assurance being dominated by the rest of subordinate measures. Furthermore the findings also suggest that overall quality measure is a good indicator to effectively understand consumer reactions such as the satisfaction and behavioral intentions, the repurchase intention, and word of mouth. Indeed, the overall service quality measure significantly influences consumer behavioral intentions in both a direct and indirect manner via consumer satisfaction.

키워드