ISSN: 2265-6294

A Phenomenological Study Exploring Consumers’ Perception of E-Service Quality: A Case Study on Online Shoppers

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Abdul Rahman bin S Senathirajah,Dr. Rasheedul Haque

Abstract

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.

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