EXPLORING THE ROLE OF THE TYPE OF SERVICE ENCOUNTER IN INTERNET SHOPPING
In the context of electronic commerce B2C, two different service encounters can take place: 1) service encounters without incidents during which customers get the service for themselves and without the presence of employees and 2) service encounters with incidents with interpersonal and non-interpersonal interactions. The model proposed is based on the service quality-satisfaction-loyalty intention chain and it is evaluated through a sample of 718 online shoppers. The results obtained reflect that 1) the type of the service encounter has a moderating effect in these relationships. In this sense, the effects are stronger when incidents take place and are satisfactorily resolved; 2) regardless of the type of service encounter, reliability is the most important dimension in the assessing of a Website’s service quality, followed by the recovery of the electronic service when the service encounter takes place with incidents; 3) furthermore, consumers who have had no incident during the service encounter perceive a greater service quality, show higher levels of satisfaction and loyalty intentions toward the Website than those who have had a problem during the service provision.
Keywords: Electronic Service Quality; Online Shopping Behavior; Satisfaction; Loyalty Intentions.
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