Measuring customer perceived service quality in online shopping: an emprical study

The purpose of this study is to examine the online shopping service quality and its impact on repurchase intention. The study was conducted based on primary data using a self-administrated questionnaire. The total of 110 samples was collected using convenience sampling technique. To measure customer online shopping service quality, nine factors were identified using factor analysis. These are Ease of access, Information, Convenience, Communication, Website content, Visual appeal, Caring, Flexibility and Responsiveness. Out of the identified dimensions, this study found that there is a significant influence on information and convenience on customer satisfaction. The study also proved that convenience has significant impact on intention to repurchase. The study findings would help the policy makers to formulate appropriate policy towards online shopping service quality.