Internet retailing quality: one size does not fit all

Abstract

Purpose The objectives of this paper are to examine the stability of the dimensions of quality across various categories of internet retailing and to identify the quality criteria that are associated with each category. Design/methodology/approach Interviews are conducted to examine the quality requirements of internet shoppers relative to four categories of internet retailing. A quality criteria model (or RECIPE) is developed for each category and a comparison of the instruments is performed. Findings All four categories of internet retailing involve quality dimensions of “web site”, “transaction”, “delivery”, “customer service”, and “security”. However, the criteria within these dimensions are not stable across the categories. Most of the differences relate to the transaction and fulfilment processes. Research limitations/implications In measuring and managing internet retailing quality, “one size does not fit all”. Quantitative research is required to develop and refine quality measurement scales for the three categories of internet retailing for which such instruments do not exist. Practical implications Managers should use category‐specific quality management tools to ensure that the purchase and fulfilment requirements of customers are addressed adequately and appropriately. Originality/value Because most studies assume that all types of internet retailing are much the same, they have proposed general‐purpose scales for measuring quality. In contrast, the present study identifies and describes four category‐specific variations of internet retailing quality.

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