The Effect of Service Guarantee on Service Qualit of Online Merchants
نویسندگان
چکیده
The paper attempted to study the effect of service guarantees on service quality in online environment. Based on the evaluation model of e-service quality which was demonstrated in previous works, we considered the quality of e-services in four aspects including information, interaction, process and outcome quality. The moderating variable in our research is business reputation. By analyzing the secondary data collected from Taobao, our results implied that the better service guarantees bring significantly positive impacts on information quality and interaction quality of online merchants. Moreover, compared with high level reputation, lower level reputation will strengthen the effect of service guarantees on the interaction quality. Finally, some suggestions were put forward to improve service qualities for online retailers.
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