Are the Effects of Service Quality on Customer Satisfaction Different between Online Store Purchases and Brick-and-Mortar Purchases?

Abstract

This paper examines how service quality affect customer satisfaction. We collected data from 790 customers to compare the differences between online store purchases and brick-and-mortar purchases. Regression analysis indicates that the effect of service quality on customer satisfaction is significantly positive for brick-and-mortar purchases. However, for online store purchase, customer satisfaction is positively correlated with reliability, responsiveness and assurance, but negatively correlated with tangibles. There are also some significant differences between online store purchase and brick-and-mortar purchase in each of the five service quality dimensions.