Abstract

DUQUE-OLIVA, Edison Jair  and  RODRIGUEZ-ROMERO, Carlos Alberto. Perceived service quality in electronic commerce: An application. Innovar [online]. 2011, vol.21, n.42, pp.89-98. ISSN 0121-5051.

The service sector has expanded in recent decades, and, along with technological development, has sustained the appearance of virtual markets in continuous and stable growth with great potential in Latin America and with tremendous possibilities for development for the strategies of those organizations able to exploit this new medium. From that perspective, this work measures the perception by Internet purchasers of service quality, using previous scales, developing one adapted to the Colombian reality and making the corresponding tests for reliability and validity. Finally, favorable results are achieved through the scale. In conclusion, privacy, systems and variety are the dimensions most poorly rated by purchasers.

Keywords : Perceived service quality; Internet service quality; Internet service in Colombia.

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