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2022, vol. 17, br. 1, str. 61-71
Studija o uticaju kvaliteta onlajn usluga na zadovoljstvo kupaca u e-trgovini na malo
aFaculty of Management, Coimbatore, Tamilnadu, India
bVET Institute of Arts and Science, Department of Business Administration, Erode, Tamilnadu, India
cJairam Arts and Science College, Salem, Tamilnadu, India

e-adresavijayjaya2018@gmail.com
Ključne reči: kvalitet usluge; zadovoljstvo kupaca; onlajn marketing; vernost kupaca; oporavak usluge; greška usluge
Sažetak
Ovaj rad proverava efekat kvaliteta usluge na zadovoljstvo kupaca u onlajn maloprodajnom poslovanju zajedno sa povezivanjem demografskih varijabli kroz mišljenje ispitanika, posebno 524 studenta u Indiji odabranih metodom namenskog uzorkovanja. Dobrota uklapanja modela je pronađena korišćenjem modeliranja strukturnih jednačina (SEM) AMOS-a, a odnos između kvaliteta e-usluge i zadovoljstva korisnika je analiziran kroz međukorelaciju i regresionu analizu. Rezultati pokazuju da faktori kvaliteta e-usluga imaju pozitivan uticaj i takođe su istaknuti kao značajan prediktor zadovoljstva korisnika. Studija je takođe otkrila da oporavak usluge deluje kao posrednički faktor između neuspeha usluge i zadovoljstva korisnika. Rezultat ove studije će podržati onlajn prodavce da formulišu svoje strategije u cilju pružanja veoma dobrih i odličnih usluga svojim kupcima.
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O članku

jezik rada: engleski
vrsta rada: izvorni naučni članak
DOI: 10.5937/sjm17-25927
primljen: 30.03.2020.
prihvaćen: 27.08.2021.
objavljen u SCIndeksu: 15.04.2022.
metod recenzije: dvostruko anoniman
Creative Commons License 4.0

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