Title: Using a multicriteria approach to identify factors that influence e-tailing service quality

Authors: André Luís Policani Freitas; Ana Carla De Souza Gomes Dos Santos

Addresses: Production Engineering Laboratory, Darcy Ribeiro North Fluminense State University, Av. Alberto Lamego, 2000, Parque Califórnia, Campos dos Goytacazes/RJ, Brazil ' Mucuri Institute of Science and Technology, Federal University of the Jequitinhonha and Mucuri Valleys, Rua Cruzeiro, n. 1, Jardim São Paulo, Teófilo Otoni/MG, Brazil

Abstract: Offering a quality service in an online environment that encompasses all operations from the customer's funding to after-sales service has been a major challenge for many companies. Although e-tailing covers various product categories such as appliances, electronics, fashion and accessories, no instrument has been developed or implemented to identify the most important factors for e-tailing concerning the perception of consumers of the different product categories. In this context, supported on the use of the AHP method, this paper presents a methodological approach to identify the criteria that influence e-tailing service quality. Five dimensions were considered and a 31-item questionnaire was designed. By conducting an experimental analysis with Brazilian consumers, Cronbach's α and item-total correlation were used to verify the reliability of the questionnaire. As a result, the most important items are related to the reliability of the company and the security of transactions.

Keywords: service quality; e-commerce; e-tailing; consumer behaviour; AHP method; consumer satisfaction; multicriteria analysis; multiple criteria decision-aid; MCDA.sss.

DOI: 10.1504/IJEMR.2019.096628

International Journal of Electronic Marketing and Retailing, 2019 Vol.10 No.1, pp.1 - 25

Received: 20 Jan 2017
Accepted: 16 Aug 2017

Published online: 09 Nov 2018 *

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