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How Do Customers Judge Quality in an E-Tailer Case Solution & Answer

Early research in electronic commerce states that online sales could escalate into a price war without end. But recent research has shown that customers are more likely to pay higher prices for online retailers of high quality Trust. But how the quality of online sales is evaluated? What are the specific online transactions that customers appreciate and use to distinguish one site from other aspects? The authors have examined these issues through interviews with customers who had recently participated in an online sale to determine how they assess the quality of their experiences with online retailers. The results showed that perceptions of quality and customer satisfaction with online shopping depends on three things: the interaction with the web site, product delivery, and how retailers are prepared to solve problems when they occur. Three, delivery of products has a greater influence on customer satisfaction and future purchase intentions. The authors discuss several of the three aspects of quality to create a complete picture of what it takes to build a trusting relationship with clients in the e-commerce environment.
by
Joel E. Collier,
Carol C. Bienstock
Source: MIT Sloan Management Review
8 pages.
Publication Date: October 1, 2006. Prod #: SMR222-PDF-ENG
How do customers judge quality in a tailer? Case Solution

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