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摘要
The findings of this research are mostly useful to those who intend to penetrate international "Business to Consumer" markets. One of the key challenges of online businesses is how they manage service quality, which holds a significant importance to customer satisfaction. This paper is intended to unveil customer perception on service quality priority and different cultural expectations of online shopping. The questionnaire utilized was based on the SERVQUAL instrument that identifies five quality dimensions. This study indicates that, in developing countries, customers need more security and clarity in transactions. The managerial and theoretical implications are provided.
- 出版日期2009-6
