A STUDY ON STUDENT PERCEPTION OF SERVICE QUALITY IN ONLINE RETAIL SHOPPING WEBSITES

In the present day of retailing, service quality has become the basic tool for retailers to create competitive advantage and to enhance shopping experience. The quality of services significantly affects customer satisfaction, company revenues, gross selling and also repeat purchase behaviour. The fast pace of the Indian retail industry presents many companies with a host of daily challenges. In today’s competitive environment and with the growing importance of services, delivering high quality services has become the basic retailing strategy. To enhance customers’ perceptions of environment quality, online retailing websites can endeavor to improve website design to make it aesthetically appealing or ensure it is structurally organized. Enhancing outcome quality is the most significant issue because it can increase both utilitarian and hedonic values and in this respect, online retailing websites can devote attention to improving logistics in order to fulfill orders to customer satisfaction or they can improve customer services to gain their positive reactions.