| Summary: | Organisations are continuously under the pressure of change, which is often stimulated and shaped by technology nowadays. Change impacts individuals' perceptions of the world, their needs and expectations. Inevitably, in an everchanging environment, organisations have to adapt their products and offerings and implement strategies to better understand the beliefs, attitudes, intentions and behaviours of their customers. Quite possible the biggest change we have witnessed in the last two decades was the emergence of the Internet. This, coupled with the digitalisation of data and the globalisation of business, created both opportunities and threats to bricks and mortar organisations and enabled the burst of dotcom companies. New products and services appeared, while the existing ones were reshaped. Similar to the traditional context, delivering superior service online appears to be prerequisite for success. However, knowing what 'superior service' means for the users of the service is not straightforward. Knowing the factors affecting users' service quality assessments is critical. In the absence of objective measures, service quality can be measured through users' perceptions of quality. This is where marketing scales come into play.
|
|---|
