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Tuning an Online Shop: Consumer Reactions to E-tailers' Service Quality

Author

Listed:
  • Franz Hackl
  • Bernhard Weiss
  • Rudolf Winter-Ebmer

Abstract

This paper investigates the impact of service quality in e-tailing on site visits and consumer demand (approximated by the last-click- through concept). We use a large representative data set obtained from a price-comparison site which covers most of the national (Austrian) market on e-tailing. Customers' valuations for a broad range of 15 dif- ferent service characteristics are condensed by factor analysis. Negative binomial regressions analysis is used to measure the impact of princi- pal factors for service quality on referral requests to online shops and last-click-throughs for different product categories.

Suggested Citation

  • Franz Hackl & Bernhard Weiss & Rudolf Winter-Ebmer, 2009. "Tuning an Online Shop: Consumer Reactions to E-tailers' Service Quality," Economics working papers 2009-05, Department of Economics, Johannes Kepler University Linz, Austria.
    • Handle: RePEc:jku:econwp:2009_05
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    References listed on IDEAS

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    More about this item

    Keywords

    e-commerce; price comparison; horizontal service differentiation;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • L25 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Firm Performance

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