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http://dx.doi.org/10.9716/KITS.2021.20.3.103

A Study on the Consumer's Importance and Satisfaction by Service Quality Factors in Online Bookstores : Focused on IPA Analysis  

Lee, Myoung-Soung (경남대학교 외식프랜차이즈학과)
Kim, Han-Seong (포항공대 미래IT융합연구원)
Publication Information
Journal of Information Technology Services / v.20, no.3, 2021 , pp. 103-118 More about this Journal
Abstract
With the advancement of technology, the market size of online bookstores is constantly increasing in Korea. Despite the importance of the quality of services provided by online bookstores as many customers use online bookstores, many existing studies have approached only from a linear perspective that satisfying service quality factors will lead to customer satisfaction. In addition, the service quality of online bookstores has only been addressed in general and universal service situations, such as SERVQUAL and e-SERVQUAL and WebQual, or online situations. This study was conducted to consider the specificity of online bookstores and to establish specific strategies for improving service quality. In this study, we present six higher dimensions of service quality for online bookstores and 25 lower dimensions to measure it, and we confirm strategic direction for service quality elements through IPA analysis. As a result of the analysis, a total of 12 factors were included in the first quadrant, which required maintenance of service quality due to the high importance and satisfaction perceived by customers. Next, the importance of customers is high, but their satisfaction is low, so the second quadrant that should be improved first had a total of two factors. Third, the third quadrant was an area where customers perceived low importance and satisfaction, and a total of nine factors were involved. Finally, the fourth quadrant was an area where the customer was satisfied but perceived low importance, with a total of two factors. The results of this study can be used as basic data for strategic use of online service quality factors.
Keywords
Online Bookstores; Service Quality; IPA Analysis; Consumer's Importance and Satisfaction;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
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