Conceptualización de la calidad de servicio al cliente percibida en el comercio electrónico. Evaluación y aplicación en el establecimiento virtual.

Abstract

The present work describes the steps taken in order to construct and validate an instrument for measuring the perceived quality of the service rendered by online enterprises. In the first place we studied the Internet and the e-Commerce in the context of Business Management paying special attention to the situation in our country. Thereafter we analysed the main components to be taken into consideration by the online entrepreneur who wants to establish a shop in Internet. We have studied the design concentrating in the graphic presentation as well as in the facility of use and access. Secondly we analysed the different forms of online enterprises to be found and the various kinds of businesses that could be implemented in this commercial establishment. We have also dealt with security, forms of payment and promotion. Using the findings made during our research, we have developed a concept of perceived quality, design and specificity adapted to online commerce. Finally, and taking as a basis the methodology and the ways it was employed in measuring the quality of the service, we have developed an instrument for measuring the perceived quality in online enterprises.