La utilidad de la percepción sobre calidad de servicio electrónico como criterio de segmentación en el comercio b2c
- María Fuentes Blasco 1
- Irene Gil Saura 1
- 1 Universidad Pablo Olavide, Universidad de Valencia
- Vázquez Casielles, Rodolfo (coord.)
- Juan A. Trespalacios Gutiérrez (coord.)
- Eduardo Estrada Alonso (coord.)
- Celina González Mieres (coord.)
Editorial: Cátedra Fundación Ramón Areces de Distribución Comercial ; Universidad de Oviedo
ISBN: 978-84-8367-357-7
Ano de publicación: 2011
Páxinas: 327-343
Tipo: Capítulo de libro
Resumo
The predominant growth of use of Internet highlights the need to understand the attitudes and behaviour of consumers through the Web site from the perspective of discrimination based on their perceptions of service quality. Furthermore, the influence of electronic service quality on loyalty makes it an essential element in customer’s retention strategies. Our proposal focuses on the usefulness of the perceptions about electronic service quality dimensions as criteria for segmentation. This heterogeneity is confirmed through a descriptive post-hoc procedure from the factors of electronic service quality