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Effects of Customer Service Quality in Online Retail Stores

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Advances in Design and Digital Communication IV (DIGICOM 2023)

Part of the book series: Springer Series in Design and Innovation ((SSDI,volume 35))

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Abstract

Competitiveness has intensified among online retailers, leading organizations to seek new ways to maintain competitive advantage in products and services. The quality of customer service is considered a critical aspect for organizations, due to the impacts that have on the relationship with consumers, so it is important to study the antecedents and consequences of customer service quality. Therefore, this study identified customer service customization and customer service advertising as antecedents of customer service quality. As consequences of customer service quality, this research identified satisfaction, trust and loyalty. In this sense, this research collected a sample of 176 consumers of online shops of electronic products that sought to test the research hypotheses through the methodology PLS-PM (partial least squares - path model). In this context, this study identified that the quality of customer service promotes satisfaction and confinement of individuals leading them to have loyalty to the online shop. Moreover, brands should customize the service according to customer preferences and also advertisement.

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Acknowledgements

This work is financed by national funds through FCT - Fundação para a Ciência e a Tecnologia, I.P., under the project UIDB/04928/2020.

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Authors and Affiliations

  1. Centre of Applied Research in Management and Economics (CARME), Instituto Politécnico de Leiria, Campus 2 - Morro do Lena, Alto do Vieiro, Apt 4163, 2411-901, Leiria, Portugal

    Pedro Espírito Santo

  2. Instituto Politécnico de Coimbra – ESEC, Rua Dom João III, 3030-329, Coimbra, Portugal

    Patrícia Azinheira Cardoso

Authors
  1. Pedro Espírito Santo
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  2. Patrícia Azinheira Cardoso
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Correspondence to Pedro Espírito Santo .

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Editors and Affiliations

  1. Research Institute for Design, Media and Culture, School of Design, Polytechnic Institute of Cavado and Ave, Barcelos, Portugal

    Nuno Martins

  2. Communication and Society Research Centre, Institute of Social Sciences, University of Minho, Braga, Portugal

    Daniel Brandão

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Santo, P.E., Cardoso, P.A. (2024). Effects of Customer Service Quality in Online Retail Stores. In: Martins, N., Brandão, D. (eds) Advances in Design and Digital Communication IV. DIGICOM 2023. Springer Series in Design and Innovation , vol 35. Springer, Cham. https://doi.org/10.1007/978-3-031-47281-7_43

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  • DOI: https://doi.org/10.1007/978-3-031-47281-7_43

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