  An
Investigation Into Service Quality Delivery On Cosmetic
Websites (2008) Owing
to the Internet, geographical considerations and time constraints are
no longer a major barrier to conduct business around the world. In
recent years, the tremendous use of the Internet by consumers for
purchasing good and information gathering suggests that the e-channel
has become a new and vital tool in marketing strategy. There is a
phenomenon that a growing number of companies have invested in their
corporate Web sites or brand Web sites. Take UK for instance, 63% of
businesses have their own or third-party Web sites. These companies use
their Web sites in an increasing variety of ways to accomplish many
different functions. For example, some companies use the Web as a
marketing tool that allows millions of potential customers to visit
their sites each day. These visitors form perceptions about the
companies and the products based on what they see and experience on
these sites. Other corporate Web sites are used as customer service
tools through which customer can obtain product-information before, and
after, a sale. Managers all know that the e-channel plays an important
role in the marketing strategy and many of them invest loads to build
tons of functionalities in their Web sites. However the question is
what do customers want to get from this new channel? And what kind of
impact does the channel have on customers?
The main purpose of the research was exploring the cause and consequence of online experience. Focused on the information based beauty Web sites, the paper aimed at answering the following questions: 1. What do beauty customers want to get from a beauty brand Web site and how do they evaluate the online service quality? 2. What is the magnitude of importance of the key service quality attributes? 3. How well do the selected brand Web sites perform? 4. To what extend a Web experience could influence customers’ attitudes toward the Web site and the brand?
1. Introduction Background of the Study The cosmetic, toiletry and perfumery industry The Internet and World Wide Web Background to the Research Problem Today’s customers Company’s reaction and tasks Research Purpose and Objectives Structure of the Paper 2. Literature Review The Web Experience What is the Web experience? Why is the Web experience important? Electronic Service Quality Research domain Antecedents of the e-SQ Evaluating the e-SQ General dimensions of evaluating the e-SQ Additional dimensions of evaluating the e-SQ The relationship among the Web experience, e-SQ, and customer attitudes 3. Conceptual model & Hypotheses 4. Methodology Research Structure Conjoint Analysis Selection of method Identification of attributes Presenting the attributes Production of profiles Participants Data collection Questionnaire Survey Questionnaire design and measurement Data collection 5. Data Analysis Conjoint Analysis Cluster analysis Questionnaire Data Analysis – Brand Performance and Hypotheses Test Reliability and validity assessment Respondent profile The overall e-SQ performance of the Web sites Test of hypotheses Questionnaire Data Analysis – Regression Analysis The e-SQ items and the overall Web experience The overall Web experience and the attitudes The e-SQ dimensions and the attitudes 6. Discussion & Conclusion 7. Managerial Implication 8. Limitations & Suggestions For Future Research How To Order 1. Select reference number market0050 from the dropdown list 2. Click the PayPal button 3. Click the "Click Here" button on the PayPal page to submit your credit/debit card payment 4. We will email your chosen dissertation in PDF format within 24 hours |
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