Impact of Demographic Characteristics on Relationship between Customers’ Perceived Service Quality and Websites’ Services in Electronic Markets
Journal Title: International Research Journal of Applied and Basic Sciences - Year 2013, Vol 5, Issue 5
Abstract
In this work, it is attempted to investigate opinions of potential purchasers of these markets and identify the impact of different factors on perceived service quality in these markets. 200 online consumer of Khoram Abad City are surveyed through the questionnaire. "Usefulness", "enjoyment", "external characteristics", "reliability" and "responsiveness" are the factors that have a positive impact on perceived service quality. The effect of "ease of use" and "guarantee" on perceived service quality is not confirmed. Among the demographic variables, while gender, marital status moderate the relationship between usefulness, enjoyment, external characteristics and reliability, age has no moderating role.
Authors and Affiliations
Mohammad Doostar| Department of Management, Faculty of Humanities, University of Guilan, International Campus, Rasht, Iran., Mohsen Akbari| Department of Management, Faculty of Humanities, University of Guilan, International Campus, Rasht, Iran., Roza Abbasi| Department of Management, Faculty of Humanities, University of Guilan, International Campus, Rasht, Iran.
Keywords
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