Title: Comparison of e-service quality of Indian e-commerce websites

Authors: Sanjay Dhingra; Shelly Gupta; Ruchi Bhatt

Addresses: University School of Management Studies, Guru Gobind Singh Indraprastha University, Dwarka Sector 16-C, New Delhi-110078, India ' University School of Management Studies, Guru Gobind Singh Indraprastha University, Dwarka Sector 16-C, New Delhi-110078, India ' University School of Management Studies, Guru Gobind Singh Indraprastha University, Dwarka Sector 16-C, New Delhi-110078, India

Abstract: Service quality has been recognised as an essential tool to achieve a competitive advantage in this technological era. By providing high-quality services to its consumers, a marketer can distinguish itself from other online service providers. This research explores the determinants of e-service quality and then compares three e-commerce websites based on these factors. The five e-service quality factors, reliability, personalisation, trust, website design, and responsiveness, have been identified from the literature. The responses of 285 users were analysed using the ANOVA test to evaluate the e-service quality of Amazon, Flipkart, and Snapdeal. The results indicated that the e-service quality of Snapdeal on all five factors was perceived significantly less than Amazon and Flipkart. Also, there was no statistical difference between the e-service quality of Amazon and Flipkart.

Keywords: electronic commerce; electronic service quality; ANOVA.

DOI: 10.1504/IJICBM.2022.124595

International Journal of Indian Culture and Business Management, 2022 Vol.26 No.3, pp.407 - 426

Received: 29 Jan 2021
Accepted: 15 May 2021
Published online: 29 Jul 2022 *

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