This exploratory study expands the knowledge concerning service quality
dimensions in the context of Internet commerce, from the differing perspectives of
two groups: Internet purchasers and Internet non-purchasers. Six primary service
quality dimensions perceived by Internet purchasers were uncovered: reliability, access,
ease of use, personalization, security, and credibility while seven dimensions
were discovered for Internet non-purchasers: security, responsiveness, ease of use,
reliability, availability, personalization, and access. When examining the relative importance
of each dimension affecting overal1 service quality assessment, the "reliability"
factor was found to be the most important dimension for Internet purchasers
while Internet non-purchasers consider "security" as their most critical concern.
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