Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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A Cross-cultural Analysis of Online Satisfaction, Service Failure and Recovery: An E-A-S-QUAL Approach

  • Park, Min-Jung (Dept. of Fashion Marketing, Keimyung University) ;
  • Kim, Min-Jeong (Dept. of Design & Human Environment, Oregon State University)
  • Received : 2011.04.21
  • Accepted : 2011.06.13
  • Published : 2011.06.30
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Abstract

The purposes of the study were to identify the online service attributes that contribute to online consumer experiences of satisfaction, service failure, and service recovery and to examine whether differences exist in these attributes between U.S. and Korea. E-A-S-QUAL provided a useful framework for the study. Focus group interviews and web surveys were conducted by utilizing college students in both countries. No significant cultural differences were found in online service dimensions of service satisfaction. Personalization was the most frequently mentioned online service dimension of service satisfaction both in the U.S. and Korea. The findings showed significant cultural differences in terms of online service dimensions responsible for service failure and recovery. For Korean consumers, merchandising was one of the key online service dimensions of service failure, while efficiency was the important service dimension resulting in service failure for the U.S. consumers. In addition, for U.S. consumers, efficiency and personalization were the two most frequently mentioned service dimension for service recovery, while Korean consumers put more importance on the contact and information dimensions for service recovery. This study provided a comprehensive list of online service attributes important to online apparel retailing.

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References

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