Measuring service quality in online shopping: A case study of e-retailing in Iran

One of the key challenges in online businesses is how to measure service quality in order to have a better understanding of its consequences which holds a significant importance to customer satisfaction. In this paper, we ranked the dimensions of service quality that affect the customerspsila expectation in online shopping in Iran from the customerspsila perspective. The measurements used were based on the widely accepted SERVQUAL model which is the most common method for measuring service quality. A descriptive statistics analysis was used to evaluate the level of service quality of Iranianpsilas online shops from the customerspsila point of view. A comparison of service quality factors has also been done between Iranian and American customers.