Delivering service quality in e-commerce can be assessed through reviewing existing marketing frameworks for determining levels of service quality. Those most frequently used are based on the concept of a ‘service–quality gap’ that exists between the customer’s expected level of service (from previous experience and word-of-mouth communication) and their perception of the actual level of service delivery. We can apply the elements of service quality, which suggest that consumers judge companies. Note these are;
● tangibles – the physical appearance of facilities and communications
● reliability – the ability to perform the service dependably & accurately
● responsiveness – willingness to help customers & provide prompt service
● assurance – the knowledge and courtesy of employees and their ability to convey trust and confidence
● empathy – providing caring, individualized attention.
In the end It should also be remembered that the level of service selected by an online transactional service is based on the relationship between the costs to serve, the value of the product and the likelihood of the website/channel to increase conversion.
good-luck (Team Digital Performance @ Expertek US)
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