An empirical investigation of WebSQUAL and Customer Perception: A study of daraz.pk

Muhammad Abrar, Arfan Ali, Mohsin Bashir, Rizwan Shabbir

Abstract


Digital marketing tools have encouraged businesses to adopt new interactive communication tools for increasing consumer engagement. E-retailers brought new tools of exploring website’s service quality that is reliability, system access, usage ease, responsiveness, transaction safety and security. This study examined perceived satisfaction as mediator for WebSQUAL dimensions and consumer online purchase intentions. Moreover, it also investigated the significance of WebSQUAL dimensions in analyzing purchase intentions of luxury goods at “Daraz.pk”. Online shoppers who visited “Daraz.pk” for fashion luxury products were requested to provide response. Questionnaires were emailed to 1000 customers and out of which 243 responses were considered for final data analysis with a response rate of 24%. The results confirmed that WebSQUAL is a composite of reliability, attentiveness, access, security and credibility. From the components of WebSQUAL, reliability and security were found in insignificant relationship with perceived satisfaction and purchase intention at 5% significance level while other components have significant impact on purchase intention


Keywords


Website Service Quality Dimensions, Perceived satisfaction, Purchase Intention

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