Volume -14 | Issue -5
Volume -14 | Issue -5
Volume -14 | Issue -5
Volume -14 | Issue -5
Volume -14 | Issue -5
The purpose of this study was to explore consumers’ perceptions of Internet retail service quality. The phenomenal growth of Chinese Internet users and the explosive growth of China’s e-commerce trade has necessitated this study. This study is a unique contribution to the e-commerce literature as it was accomplished through a phenomenological qualitative based study. This study uses in-depth interviews to identify five dimensions important to Chinese online shoppers in their evaluation of e-service quality.