Tuning an Online Shop: Consumer Reactions to E-tailers' Service Quality

This paper investigates the impact of service quality in e-tailing on site visits and consumer demand (approximated by the last-click- through concept). We use a large representative data set obtained from a price-comparison site which covers most of the national (Austrian) market on e-tailing. Customers' valuations for a broad range of 15 dif- ferent service characteristics are condensed by factor analysis. Negative binomial regressions analysis is used to measure the impact of princi- pal factors for service quality on referral requests to online shops and last-click-throughs for different product categories.