Abstract
This study reveals and illustrates how online store customer's perspective about e-Service Quality, e-Satisfaction and e-Loyalty, as expressed in online customer reviews. The discussion associated with the online shopping phenomenon for the search good and experience good category in apparel product lines - especially shoes. Using data from Zappos.com's customer reviews, interpretive analysis which focused on customer evaluations of the service quality, and how the customer connect it to satisfaction and loyalty. Data with review depth of more than 15 lines within 18 months period (January 2011 - March 2012) was used to reveal the customer's perspective of the studied dimensions. Keywords - Customer Satisfaction, Customer Loyalty, Online Shopping, Service Quality, Word of Mouse.
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