Perceived service quality Differences between offline and online channel

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Perceived service quality

Differences between offline and online channel

by

Germa Schrijver

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Perceived service quality

Differences between offline and online channel

by

Germa Schrijver

University of Groningen

Faculty of Economics and Business

Master thesis Business Administration

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MANAGEMENT SUMMARY

Since the enormous growth of the online purchase channel and the differences between this channel and the offline channel, factors influencing the choice when choosing for a specific channel form a common topic nowadays. Online and offline retailers have different value propositions to follow. Crucial value has perceived service quality (PSQ) which is seen as key value in all purchase channels. Moreover, the delivery of superior service quality is a fundamental survival element nowadays. This study investigates the value of PSQ dimensions in the retail business. 211 Dutch respondents participated a survey and conjoint study which make it possible to reveal specific information about marketing implications, to focus on particular values and consequently, to create a dominant position in the market. With a Paired Samples T-test and Latent Class analysis differences in value of PSQ dimensions, differences between the offline and online channel and differences between groups of people are measured The dimensions promptness, trust and approachability seem to be more valuable online and the dimensions recovery and individual attention seem to be more valuable offline. Customers do not distinguish between the value of reliability online and offline. The most valuable dimensions for both channels seem to be reliability, recovery and trust. Additionally, five distinct groups of people valuing PSQ dimensions and the offline and online channel are found. The Reliable repairers focus on reliability and recovery and have as target group experienced online purchasers. The

Trustees focus on trust and have as target group common customers. The Offline purchasers

4 PREFACE

This study is about the influence of PSQ when purchasing products. I think it is important to be handled well during a shopping process and I am convinced that this also applies to other people. PSQ is a multidimensional topic with a broad scope in different kinds of markets, and I would like to know some more about it. And, since there is a lot of research on this topic I chose to write my study about it.

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TABLE OF CONTENTS

1 INTRODUCTION ... 6

2 THEORY ... 9

2.1 Definition of PSQ ... 9

2.2 The value of PSQ dimensions offline and online ... 12

2.2.1 Reliability ... 12 2.2.2 Promptness ... 13 2.2.3 Trust... 14 2.2.4 Approachability ... 15 2.2.5 Recovery ... 15 2.2.6 Individual attention ... 16

2.3 The relative value of PSQ dimensions and offline or online channel preference... 17

2.4 Other values offline and online ... 18

2.4.1 Price ... 18

2.4.2 Assortment ... 19

2.4.3 Product characteristics ... 19

2.4.4 Consumer characteristics and values ... 21

2.5 Conceptual model ... 22

3 RESEARCH DESIGN ... 23

3.1 Data collection and sample descriptives ... 23

3.2 Survey development and measurement ... 24

3.2.1 Study 1: Differences between value of PSQ dimensions offline and online ... 24

3.2.2 Study 2: Differences in relative value of PSQ dimensions and offline or online channel preference ... 26

4 RESULTS ... 29

4.1 Study 1: Differences between value of PSQ dimensions offline and online ... 29

4.2 Study 2: Differences in relative value of PSQ dimensions and offline or online channel preference ... 30

5 DISCUSSION ... 34

6 CONCLUSION AND LIMITATIONS ... 39

APPENDIX A ... 41

APPENDIX B... 42

APPENDIX C... 43

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1 INTRODUCTION

Remarkably much consumer transactions are taking place online nowadays (O’Hara, 2005). Millions of consumers spend billions of dollars on products online in a year, and this continues to grow. Decisions regarding expanded marketing strategies matching consumer expectations, in accordance with selections for a shopping channel, form a topic that asks for investigation (Wu & Chan, 2011). This information is relevant to reveal a complete understanding of marketing implications and to get some more focus (Peterson et al., 1997). Much research is already done on different factors in purchase channels, especially online and offline. Differences in value between these channels are particularly investigated. Previous research focused on price (e.g. Brynjolfsson & Smith, 2000; Alba et al., 1997; Njite & Parsa, 2005), assortment (Alba et al., 1997; Brynjolfsson et al., 2006), product characteristics (Peterson et al., 1997; Keeney, 1999; Pires et al., 2004), and consumer characteristics and values (e.g. OECD, 1998; Arnold & Reynolds, 2003; Davis et al., 1992).

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strategic implications for business processes, the integration of online and offline businesses and marketing strategy (Rowley & Slack, 2001).

On the other hand, music and layout can attract people to a store (Bitner, 1992), just as the visual presentation of products (Lovelock & Wirtz, 2007). Stores can be a pleasure for people to be at (Donovan & Rossiter, 1982) and might give relaxed time allocation (Arnold & Reynolds, 2003). Furthermore, stores provide salespersons who can give useful information (Alba et al., 1997) and opportunities to socialize with people (Arnold & Reynolds, 2003). This also offers prospects for offline retailers (Donovan & Rossiter, 1982; Alba et al., 1997). Moreover, some kinds of products are even more attractive to be purchased offline (Peterson et al., 1997). Getting contact with the firm is also easier in case of problems (Lovelock & Wirtz, 2007). And withal, some people are not able to handle online systems at all (Crespo et al., 2009). However, for the offline channel time issues can be constraining (Meuter et al., 2000). Offline retailers need to understand online and offline behavior to recognize the threat that online business form for traditional business in order to sustain (Rowley & Slack, 2001).

One successful strategy in the service and retail business is the delivery of high service quality (Rudie & Wansley, 1985). Increased competition and fast deregulation make businesses to differentiate from other businesses and delivering superior service quality now seems to be a precondition for success and survival (Parasuraman et al., 1985). Improved customer service is important for customers by providing pre-purchase, purchase and post purchase support to them (Njite & Parsa, 2005). Perceived service quality (PSQ) is seen as the key element when purchasing products (Wu & Chan, 2011). Different from goods quality PSQ is abstract and imprecise, because production and consumption are intangible, inseparable and heterogeneous (Parasuraman et al., 1985). PSQ investigates the quality of the service and because objective measures are not obtainable, quality perceptions of consumers are used to assess the quality (Parasuraman et al., 1988). PSQ requires further investigation, emphasized by many marketers (Wu & Chan, 2011). Wu & Chan (2011) earlier investigated the offline and online channel for PSQ in general. This study investigates dimensions within PSQ for more specific information.

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value of PSQ dimensions along with specific channel preferences may categorize customers into several groups. This gives respectively offline or online retailers the ability to focus on specific values and to create a dominant position what for competitors is difficult to attack with success (Aaker & McLoughlin, 2007).

The focus in this study will be on retail business (containing only physical products), because with service business, online purchases are quite complicated or not relevant at all (e.g. newspapers).

The research questions can be stated as follows:

- What are the differences in value of PSQ dimensions between the offline and online channel? - What are the differences in relative value of PSQ dimensions and offline or online channel

preference between groups of people?

This study investigates the value of PSQ dimensions based on a survey and conjoint study. Different analyses measure the differences in value of PSQ dimensions between the offline and online channel when purchasing products and whether different groups of people, valuing PSQ dimensions and the offline and online channel, can be found. Results show many differences in value of PSQ dimensions between the offline and online channel, where some dimensions are more valuable offline and other dimensions are more valuable online. Furthermore, five distinct groups of people, valuing PSQ dimensions and the offline and online channel, are found.

This study contributes to research in the field of factors that influence the choice between the offline and online retail channel. Detailed information about PSQ makes it possible to reveal a more complete understanding of marketing implications (Peterson et al., 1997). Based on these results retailers can focus on specific PSQ dimensions when operating offline or online. Furthermore, for the offline and online retail channel, this study gives segmentation information to be able to focus on specific groups of people based on the relative values of PSQ dimensions and offline or online channel preferences (Parasuraman et al., 1988).

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2 THEORY

In this chapter, the theory about this study will be discussed. In chapter 2.1, the definition of PSQ will be described together with the dimensions used. In chapter 2.2 the different dimensions of PSQ will be linked to the offline and online channel and hypotheses will be defined. In chapter 2.3 segmentation in relative value of PSQ dimensions and offline or online channel preference will be discussed. In chapter 2.4 other values for the offline and online channel will be presented, only to get a more complete picture of the total retail market offline and online. Finally, in chapter 2.5, a conceptual model for this study will be presented.

2.1

Definition of PSQ

PSQ is an estimation of the attitude of customers, derived from quality evaluations of the perceived service (Bitner, 1992). It is measured by comparing expectations for the service quality and the perception of it (Parasuraman et al., 1988). Parasuraman et al. (1988) use five different dimensions for PSQ, called SERVQUAL: tangibility, reliability, responsiveness, assurance and empathy. In table 1 these dimensions are clarified further.

SERVQUAL dimension Clarification

Tangibility Physical evidence of the service, physical facilities and technology, appearance of personnel, tools or equipment, and physical presentation Reliability Regular, consistent and accurate performance of the service

Responsiveness Willingness of personnel to provide prompt service and to help consumers functionally

Assurance Knowledge and good manners of personnel and their abilities to inspire faith and confidence

Empathy Care and individualized attention to consumers Table 1: Dimensions and clarifications SERVQUAL (Parasuraman et al., 1988)

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Parasuraman et al. (2005) use specific scales for measuring PSQ online, called E-S-QUAL. Since participation and distribution of these dimensions is somewhat different from SERVQUAL, a clarification of the dimensions of E-S-QUAL is given in table 2. As one can see this scale consists of seven dimensions instead of the five used by SERVQUAL. Furthermore, it contains special dimensions for recovery, covered by E-RecS-QUAL.

E-S-QUAL dimension Clarification

Efficiency Ease and speed of accessing and using the site

Fulfillment Fulfillment of promises about product availability and order delivery System availability Technical functioning of the site

Privacy Degree of safety and customer information protection E-RecS-QUAL

Responsiveness Effectiveness of problem and return handlings through the site Compensation Degree in which the site compensates for problems

Contact Availability of assistance through telephone or online representatives Table 2: Dimensions and clarifications E-S-QUAL (Parasuraman et al., 2005)

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SERVQUAL dimension E-S-QUAL dimension

Tangibility - Reliability Fulfillment Responsiveness - Promptness - Helpfulness Efficiency Responsiveness, Compensation Assurance

- Credibility and security

- Competence, communication and courtesy

Privacy - Empathy - Approachability - Ease of contact - Customer understanding System availability Contact -

Table 3: Combination dimensions SERVQUAL (Parasuraman et al., 1988; Lovelock & Wirtz, 2007) and dimensions E-S-QUAL (Parasuraman et al., 2005)

Based on the representation in table 3, the dimensions for comparing the offline and online channel can be defined. Since not all dimensions of E-S-QUAL are covered by SERVQUAL, first the covered dimensions will be worked out. E-S-QUAL (excluding E-RecS-QUAL) consists of four dimensions. These dimensions and the belonging (part) dimensions of SERVQUAL will be defined the following:

 Reliability - Reliability (SERVQUAL); Fulfillment (E-S-QUAL)

 Promptness - Promptness (SERVQUAL); Efficiency (E-S-QUAL)

 Trust - Credibility and security (SERVQUAL); Privacy (E-S-QUAL)

 Approachability - Approachability (SERVQUAL); System availability (E-S-QUAL) Since Parasuraman et al. (2005) use a separate scale for recovery (E-RecS-QUAL), also the dimensions of E-RecS-QUAL (responsiveness, compensation and contact) will be discussed in one separate dimension:

 Recovery - Helpfulness (SERVQUAL); Responsiveness, Compensation (E-S-QUAL)

- Ease of contact (SERVQUAL); Contact (E-S-QUAL)

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1992). In service businesses the product is commonly produced and consumed at the same time. The visible production place strongly influences the experience of the service. In retail businesses the production place is not visible, what makes the impact of physical surroundings less influential. Furthermore, the lack of online evaluation tools and consequently, the lack of comparison between the offline and online channel, make comparison difficult. Additionally, much variation exists between retail shops mutually, making it even more difficult to compare offline with online shops. For these reasons tangibility will not be investigated in this study.

The aspects competence, communication and courtesy and customer understanding are primarily about human interaction between customers and salespersons. These are not covered by E-S-QUAL since the online channel is able to deliver service without human contact (Parasuraman et al., 2005). Because of the similarities between these aspects, regarding the personal care of personnel to the customer, the aspects are combined in the following dimension:

 Individual attention - Competence, communication and courtesy (SERVQUAL)

- Customer understanding (SERVQUAL)

In the next paragraphs the PSQ dimensions defined here will be discussed separately for the offline and online channel and for segmentation.

2.2 The value of PSQ dimensions offline and online

Based on the dimensions described above, in this section a discussion will be given of the value of PSQ dimensions in both the offline and online channel. Hypotheses will be performed indicating the difference in value of a dimension between the offline and online channel.

2.2.1 Reliability

Reliability is about regular, consistent and accurate performance of the service (Parasuraman et al., 1988). When a retailer promises to do something by a given time, he should do so (Lovelock & Wirtz, 2007). Reliability will be discussed below for the offline and online channel.

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Online consumers have to wait if they get delivered what is ordered and if this is within the promised time (Zeithaml et al., 2000). When products are not delivered on time or at all, this reduces the reliability of retailers (Parasuraman et al., 2005). It also could be that a consumer thinks to receive a product soon, but never receives it because a process failure (mostly post- interaction issues such as payment, delivery, or processing of a transaction) creates problems (Meuter et al., 2000). Moreover, online retailers are selective in presenting information (Alba et al., 1997) and product features should be evaluated with the information available on the site (Peterson et al., 1997. The risk is that the product does not meet the performance requirements initially intended to the purchase and since consumers are unable to inspect a product before purchase the product could be harmed or damaged when they receive it (Jacoby & Kaplan, 1972). Therefore, expected is that:

H1: The value of reliability is higher for the online channel than for the offline channel

2.2.2 Promptness

Promptness is about providing quick service to customers (Lovelock & Wirtz, 2007). Customers place enormous emphasis on time and slow service negatively affects evaluations of the service (Maister, 1985). Promptness will be discussed here for both the offline and online channel.

Consumers purchasing offline have their products available right away since most products can be taken with the consumer and do not have to be delivered (Alba et al., 1997). However, consumers have to travel to purchase their products which requires much effort and time (Meuter et al., 2000), especially if a store is far away (Lovelock & Wirtz, 2007). The limited alternatives that retailers provide make that consumers have to visit different stores when the product provided by one retailer is not satisfying, resulting in still more travel time (Alba et al., 1997). In addition, the equipment (Bitner, 1992) and functionality of a store determine the time spending in the store (Alba et al., 1997). Waiting lines for example extend the purchase time even more (Maister, 1985).

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provide (Meuter et al., 2000). While the choice between many attractive alternatives could delay a choice (Tversky & Shafir, 1992), efficient choices can be made by using search formats to make selections (Ehrlich & Fisher, 1982) and by using prior beliefs and preferences forming consideration sets (Alba et al., 1997). This makes it possible to gather information easily (Bock et al., 2007) and to reduce search effort (Iyer & Eastman, 2006). It takes little time to compare available information on the Internet and therefore the online shopper will compare information at more retailers than offline shoppers could do in that time frame (Brynjolfsson & Smith, 2000). In addition, customers do not have to carry their products home, saving them even more purchase time. While they have to wait before their product is delivered, this does not require any more exertion time (Dabholkar, 2005). This waiting time only might be constraining in case of immediately needed products (which is not investigated in this research). The time that customers wait for their delivery allows them to do other things, which is important for the time-constraint customer of today (Schonland & Williams, 1996). Therefore, expected is that:

H2: The value of promptness is higher for the online channel than for the offline channel

2.2.3 Trust

Trust is about inspiring faith and confidence (Parasuraman et al., 1988) and will be discussed for both the offline and online channel below.

Past experiences in a store or in similar stores and the things consumers hear or read about a store influence trust opinions (Bitner, 1992). Offline consumers use these opinions as backup indicators in forming beliefs about the purchase process and the people who work in the organization (Bitner, 1992). Clothes worn by salespersons for example may influence trust beliefs (Bitner, 1992). Customers can observe the purchase process closely, making trust issues relatively small.

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shoppers further determine their trust feelings by reputation, products sold, and clarity and trustworthiness of the information presented (Zeithaml et al., 2000). While product reviews, online communities and blogs can help customers trust a site (Brynjolfsson et al., 2006), the credibility of the reviews remains uncertain, reinforced by the fact that the customer has little information about the retailer (O’Hara, 2005). Moreover, because of the short time frame to do online transactions, the ability of retailers to create trust reduces even further (Jarvenpaa & Tiller, 2001). Therefore, expected is that:

H3: The value of trust is higher for the online channel than for the offline channel

2.2.4 Approachability

Approachability is about reaching the channel when purchasing (Lovelock & Wirtz, 2007). For the offline and online channel this dimension will be discussed below.

Accessibility influences the entrance to purchase (Njite & Parsa, 2005) and for stores this access is limited, since they offer limited service hours which is constraining with difficult work schedules or other limiting factors (Meuter et al., 2000). Furthermore, an inconvenient location, difficult access roads or lack of parking places could limit the approachability even more (Lovelock & Wirtz, 2007).

Online consumers are dependent on the availability of a site, the ability to log on (Meuter et al., 2000) and the launching and running of the site (Parasuraman et al., 2005). Fortunately, maintenance on sites makes sites functioning well, or even increasingly better (Meuter et al., 2000). A big advantage of this channel is that it provides consumers to make purchases from anywhere, from home, office, the road and nearly every other location, with only an online system (Meuter et al., 2000). Moreover, consumers can purchase products anytime, even by night (Meuter et al., 2000). Therefore, it is expected that:

H4: The value of approachability is higher for the online channel than for the offline channel

2.2.5 Recovery

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went wrong (Lovelock & Wirtz, 2007). For the offline and online channel this dimension will be discussed below more specifically.

When customers shopping offline have a problem, they can go back to the store (Lovelock & Wirtz, 2007). Specific wishes of customers can be recognized by salespersons, making the chance of a successful recovery optimal (Jacoby & Kaplan, 1972).

For online consumers recovery is more risk full, since consumers in most situations cannot go to a store in case of problems. These consumers are dependent on assistance by an online representative, if provided, and when this representative does not react on e-mails for example, the viability of the site is in danger (Parasuraman et al., 2005). In addition, consumers are to a large extent dependent on factors beyond their control as the transaction progress, delivery and a product they have not seen before, which increases the risk of things going wrong (Parasuraman et al., 2005). For recovery, human contact is required and for online customers it is more difficult to get in contact with personnel than for offline customers, since online purchases can be fulfilled without human contact (Parasuraman et al., 2005). So, lack of recognition of specific needs by salespersons makes problem solving less optimal as well (Jacoby & Kaplan, 1972). Therefore, expected is that:

H5: The value of recovery is higher for the offline channel than for the online channel

2.2.6 Individual attention

Individual attention is about the knowledge and good manners of personnel (Parasuraman et al., 1988) and their customer understanding (Lovelock & Wirtz, 2007). For both channels it is essential to communicate in understandable language and to get in touch with customers when needed (Lovelock & Wirtz, 2007). For the offline and online channel individual attention will be discussed below in detail.

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attentiveness of salespersons for most customers are quite relevant (Reynolds & Arnold, 2000). And the advantage of offline shopping is that trough personal interaction customers get individual attention, which is important to them (Bitner et al., 1990).

For online consumers availability and depth of the information on the site are important, since site information is the usual information source for sites (Ariely, 2000). When the information visible on the site is not satisfactory, the customer is assigned to an online representative, if provided (Lovelock & Wirtz, 2007). When the representative cannot provide the desired information, the customer does not have the information needed to make a proper decision, making sites not viable (Parasuraman et al., 2005). Furthermore, active and passive tools help customers identify products they are not aware of (Brynjolfsson et al., 2006) and consideration sets show different alternatives and combinations of alternatives best suited to personal taste (Alba et al., 1997). However, these tools do not recognize the specific needs of customers just like salespersons can, making the chance of inconsistency with the personal or social image of a customer great (Jacoby & Kaplan, 1972). Likewise, online virtual agents can be consulted, a kind of substitutes for salespersons (Meuter et al., 2000). Based on basic frequently asked question interactions they provide information (Meuter et al., 2000). However, due to lack of social cues the communication is impersonal and culturally neutral (Jarvenpaa & Tiller, 2001). Because these agents neither recognize specific needs of individual customers, this tool also may lead to suboptimal decisions (Widing & Talarzyk, 1993). Therefore, expected is that:

H6: The value of individual attention is higher for the offline channel than for the online channel

2.3

The relative value of PSQ dimensions and offline or online channel

preference

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customers are able to develop the right offer to one or more groups and to obtain a competitive advantage. Different groups valuing the dimensions of PSQ and the offline and online channel might give a competitive advantage as well. Segmentation in the relative value of PSQ dimensions and the offline and online channel will be investigated in this study.

2.4

Other values offline and online

In addition to the important value of the PSQ dimensions, other factors also may be valuable for the offline and online channel. When evaluating a market, it can give a one-sided picture when looking at only one factor. Therefore some other main values offline and online will be discussed too, just to give a description of the offline and online retail market as a whole. Please note that these values are not investigated in this study. For the factors price, assortment, product characteristics and consumer characteristics a description for the offline and online channel will be given below.

2.4.1 Price

Compared to the online channel, the offline channel has relatively high operational costs (Brynjolfsson & Smith, 2000). Retailers must assign costly shelf space to their products (Alba et al., 1997) and might have quite high costs of personnel, since a core task of the offline channel is delivering service with human contact (Parasuraman et al., 2005). Though, customers most of the time take care of the distribution themselves, carrying their products from the store to home and bringing unsatisfactory products back, which saves costs on delivery (Alba et al., 1997).

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For offline businesses, floor space and shelf space limit the amount of products that can be placed (Alba et al., 1997). Retailers must assign shelf space to each product and sell to customers in their local area. Compared to the online channel, the offline channel is less able to focus on niche products, because these products might not be profitable enough to be sold in stores (Brynjolfsson et al., 2006). Mainstream tastes are therefore mostly served (Brynjolfsson et al., 2006) and customers consequently need to form small consideration sets to satisfy their needs (Alba et al., 1997).

According to Brynjolfsson et al. (2006) the ability to consider many products is important to customers. For the online channel the location is not that important (Alba et al., 1997). The Internet makes it possible to sell products on national or even global scale (Brynjolfsson et al., 2006). Numerous customers could be reached, which also makes it more possible to sell niche products. Increased variety in products and information about these products allow consumers to discover products that would be unavailable in a store.

2.4.3 Product characteristics

Online shopping makes product evaluations hard, because the suitability of this channel largely depends on product characteristics (Peterson et al., 1997). Consumers perceive online products as having different types of risks compared to similar products offline (Keeney, 1999). It is therefore important to consider product characteristics when evaluating the offline and online purchase channel (Peterson et al., 1997). Different product characteristics will be discussed below for the offline and online channel.

2.4.3.1 Search and experience products

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When a product is a search product and the features of the product can be evaluated using readily available information, the Internet could serve as useful communication and transaction channel (Peterson et al., 1997).

2.4.3.2 High and low involvement products

Likewise, a distinction can be made between high and low involvement products (Pires et al., 2004). The more involved the decision-making process for a product, the greater the perceived risk in the choice of a channel. Interaction with salespersons in fact is not available when purchasing online and this lack of interaction could increase psychological and social risks.

Products purchased by low involvement decision-making processes present fewer problems and less risk, making these products more likely to be purchased online (Pires et al., 2004). However, consumers may use the online and offline channel differently to seek information, make choices and purchase the product (Peterson et al., 1997).

2.4.3.3 High and low cost products

Similarly, a distinction can be made between high and low cost products (Peterson et al., 1997). When product costs are low, these products are more likely to be purchased offline, because the customer cannot benefit from economies of scale (unless he can benefit from the delivery of many products together or a considerable delivery charge).

When the product cost become higher, the costs of delivery become a relatively smaller proportion of the total costs, making the Internet increasingly able to carry the product (Peterson et al., 1997). However, because of the probable need of inspecting more expensive products before purchase, the offline channel might be more favored. Therefore, both the online and the offline channel are expected to be used for high cost products.

2.4.3.4 Frequently and infrequently purchased products

Another classification for products is that of frequently and infrequently purchased products. Peterson et al. (1997) found that frequently purchased products are likely to be purchased offline. The more frequent the purchase, the less likely that a consumer purchases online, because of the numerous distribution and transaction costs (unless he gains advantage from a considerable delivery charge or from the purchase of many products together).

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of a maybe new product, the costumer first might want to inspect the product before purchase. Therefore, infrequently purchased products may be purchased either offline or online.

2.4.4 Consumer characteristics and values

Characteristics and values of consumers may be influential for the use of the online and offline channel as well. Below, different consumer characteristics and values will be discussed for the offline and online channel.

2.4.4.1 Demographics

Online consumers are generally younger and higher educated than offline consumers (OECD, 1998). Single mothers, members of low socioeconomic groups, and older respondents use the Internet the least (Bucy, 2000). Senior online consumers are mainly white, highly educated, and have higher incomes, although other senior segments also become more active in online shopping (Pew Internet and American Life Project, 2004). Other seniors are not interested in online shopping or do not like it (AARP, 2000). Furthermore, women are less confident than men in doing online transactions (AARP, 2000).

2.4.4.2 Cleverness with systems for online shopping

The first choice to do an online transaction is strengthened by the beliefs of system usefulness (Crespo et al., 2009). Technophobia could hinder consumers (Peterson et al., 1997). Experience with a system impacts the use of it and many consumers are not confident enough to use something as a computer for shopping (AARP, 2000). The willingness to learn how to deal with it mainly depends on consumer perceptions, experience and perceived need for future use (Peterson et al., 1997).

2.4.4.3 Experience with online shopping

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2.4.4.4 Additional value of shopping

Many consumers see offline shopping as enjoyable. It gives them an opportunity to socialize and to spend time with friends and family (Arnold & Reynolds, 2003). The social element adds variety to their lives and value to the products they purchase (Peterson et al., 1997). Furthermore, consumers could shop just to relax or to forget their negative mood, stress or problems (Arnold & Reynolds, 2003). Many people view offline shopping as a stimulation and adventure.

Other consumers just value the fun of using computer technology and use the online channel for shopping (Davis et al., 1992). It is also possible that consumers shop online when they are alone, just to do something (Iyer & Eastman, 2006).

2.5

Conceptual model

In figure 1 a conceptual model is presented with the factors investigated in this study. The model presents the six PSQ dimensions for which the differences in value between the offline and online channel are hypothesized. It also represents consumer preferences and subsequently consumer groups, based on the relative value of PSQ dimensions and offline or online channel preference.

H 1, 2, 3, 4, 5 & 6

Figure 1: Conceptual model with factors investigated in this study

Differences between offline channel & online channel Value of perceived service quality

 Reliability  Promptness  Trust  Approachability  Recovery  Individual attention 

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3 RESEARCH DESIGN

In this chapter the research design will be described. First, in chapter 3.1 the method of data collection will be explained and sample descriptives will be given. In chapter 3.2 the development of two surveys and the measurement of the data will be defined.

3.1

Data collection and sample descriptives

In order to do analyses, data is collected via an online survey which respondents could fill in after invitation by e-mail or social media. 211 Dutch respondents filled in the questionnaire, whereof 207 completely and 4 partial. This is enough to perform the analyses required for the target market investigated in this study. Table 4 gives an overview of the sample figures. Initially, the total number of respondents is presented. Ratio and numbers are given for gender, level of education, and level of online purchasing. The ratios respectively are divided over men and women and related levels. Age and amount of money willing to spend on an MP3/4 player are presented in range and average. The sample is composed of 211 respondents between 13 and 83 years, with an average of 36 years. The sample consists of 79 men and 132 women. Many respondents have HBO education and almost all respondents sometimes or often purchase online. The respondents would on average spend € 80. - for an MP3/4 player.

Sample descriptive Figure(s)

Respondents (total number) 211

Age (range & average in years) 13 - 83 (36)

Gender (ratio men/ women & number) Men

Women

.37 (79) .63 (132) Level of education (ratio levels & number)

LBO/ VMBO HAVO/ VWO MBO HBO WO .06 (12) .09 (20) .16 (34) .43 (90) .26 (54) Level of online purchasing (ratio levels & number)

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3.2

Survey development and measurement

Because two distinct analyses methods will be used, the survey development and measurement of the different studies will be described separately. First, study one will be described investigating the differences between the value of PSQ dimensions offline and online. Thereafter, study two will be worked out which investigates the differences in relative value of PSQ dimensions and offline or online channel preference.

3.2.1 Study 1: Differences between value of PSQ dimensions offline and online

Below the research method for study two will be defined, the data will be controlled for missing values, the reliability of the data will be measured and the analysis method will be described.

3.2.1.1 Research method

Based on a 7-point Likert Scale, respondents have to indicate the degree of agreement or disagreement of different statements for the offline and online channel, based on the six PSQ dimensions as described in chapter 2. Respondents have to rate 18 statements offline and 18 statements online. Appendix A gives an overview of these statements. The scales consist of seven categories ranging from totally disagreeing to totally agreeing (Hair et al., 2010). Respondents have to rate three statements per dimension per channel and the different statements are mixed up per channel to control for order effects.

3.2.1.1 Missing values

18 respondents forgot to rate a statement about the value of PSQ dimensions by the 7-point Likert Scale. These scales are filled with the average of the remainder ratings of the associated PSQ dimension offline or online, to be able to calculate the average of the related ratings later on.

3.2.1.3 Reliability

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an overview of the Cronbach’s alphas of the related scales for the offline and online channel. When the outcome of a Cronbach’s alpha is sufficient, the individual scales belonging to one PSQ dimension can be combined by calculating the average of the ratings of these scales. As shown, the coefficients of the Cronbach’s alphas are all far above 0.6, making all measurement scales sufficiently reliable. This makes it possible to combine the related scales, getting for each channel one value per dimension of PSQ.

PSQ dimension

Cronbach’s alpha

Related scales offline Related scales online

Reliability .917 .875 Promptness .777 .828 Trust .803 .850 Approachability .762 .790 Recovery .811 .805 Individual attention .914 .872

Table 5: Cronbach's alphas related scales PSQ dimensions offline and online

In addition, based on the values derived from the combined scales of the 7-point Likert Scale, the several PSQ dimensions are correlated to ensure that it is possible to distinguish the dimensions in each channel. Table 6 shows the averages, standard deviations, correlations and the significance of these correlations of the offline PSQ dimensions. Table 7 shows the averages, standard deviations, correlations and the significance of these correlations of the online PSQ dimensions. High correlations indicate that it might not be possible to distinguish the dimensions (Malhotra, 1999). The results show significant correlations for all combinations offline and online. All correlations are low or moderate. Only the correlation between approach and promptness in the online channel is somewhat high, but still acceptable. Based on these results the conclusion can be made that it is possible to distinguish the different dimensions of PSQ in both channels.

Table 6: Averages, standard deviations and correlations PSQ dimensions offline (p < .01; * p < .05) PSQ dimension

Average & standard deviation

Correlation

Rel Prom Trust Appr Rec Ind att

Reliability (Rel) 6.31 (0.76) 1

Promptness (Prom) 5.29 (1.00) .353 1

Trust 5.82 (0.94) .502 .424 1

Approachability (Appr) 4.92 (1.19) .212 .577 .480 1

Recovery (Rec) 6.17 (0.82) .673 .351 .502 .259 1

26 PSQ dimension Average & standard deviation Correlation

Rel Prom Trust Appr Rec Ind att

Reliability (Rel) 6.26 (0.89) 1

Promptness (Prom) 5.46 (1.03) .516 1

Trust 5.96 (1.00) .628 .551 1

Approachability (Appr) 5.46 (1.08) .515 .719 .537 1

Recovery (Rec) 5.91 (0.98) .626 .444 .579 .532 1

Individual attention (Ind att) 4.00 (1.49) .197 .185 .290 .291 .532 1

Table 7: Averages, standard deviations and correlations PSQ dimensions online (p < .01)

3.2.1.4 Method of analysis

To begin with, the similar PSQ dimensions offline and online are compared. The averages and standard deviations of the PSQ dimensions, obtained from the combined scales of the 7-point Likert Scale, are compared by means of a Paired Samples T-test. One can see whether differences are significant and confirm the hypotheses. Furthermore, based on the sequence in averages of the PSQ dimensions, a classification in order of value can be made for both channels to find differences in range of value between PSQ dimensions offline and online.

3.2.2 Study 2: Differences in relative value of PSQ dimensions and offline or online channel preference

Study two will be worked out here. Below the research method will be defined and the analysis method will be described for this study.

3.2.1 Research method

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player (since this product has a broad target group). They can purchase this either online or offline. But before choosing between the channels, several adjustments are made. First of all, the prices of both options are equal and the product assortment is the same, reasonably comparable with MP3/4 players sold in real channels offline and online. Second, respondents do not exactly know what specific MP3/4 player (with respect to brand, price, etc.) they will purchase and first should search for the product that fits the most. Third, respondents are not told within which time frame they will need the product, so there is no urgency involved. Because respondents will get bored when evaluating too many profiles, a fractional factorial design is used to reduce the number of profiles. Appendix B gives an overview of this design. Now only a subset of all profiles is needed to estimate main (and some interactive) effects of the attributes. Based on the fractional factorial design, a set of 16 profiles is created. Respondents have to choose repeatedly between the different combinations of PSQ dimensions and should make a choice between these combinations along with a choice for a specific channel.

Attribute Level 1 Level 2

Reliability Sure about quality product Doubts about quality product Promptness Quick purchase process Slow purchase process Trust Dependable store/ site Little trust in store/ site Approachability Favorable visiting hours (offline)/

Site works well (online)

Unfavorable visiting hours (offline)/ Site does not work well (online) Recovery Guarantee on product No guarantee on product

Individual attention Helpful personnel (offline)/ Much information available (online)

Not helpful personnel (offline)/ Little information available (online)

Channel Offline Online

Table 8: Descriptions attribute levels in Choice Based Conjoint analysis

Finally, questions are asked about descriptives of the respondent. Age and the amount of money respondents would spend on an MP3/4 player, are presented as open questions. Gender, education level, and level of online purchasing are presented as multiple choice questions.

3.2.2 Method of analysis

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4 RESULTS

In this chapter the results will be shown. In chapter 4.1 differences between the values of PSQ dimensions offline and online will be given for study one. In chapter 4.2 differences in relative value of PSQ dimensions and the offline and online channel for study two will be presented.

4.1

Study 1: Differences between value of PSQ dimensions offline and online

A Paired Samples T-test is executed to determine the differences in value of PSQ dimensions offline and online. Table 9 shows for the offline and online channel the averages, standard deviations and the sequence in averages of the PSQ dimensions. The table also presents the differences in averages between both channels with the level of significance. It shows no significant difference between the online and offline channel for reliability, rejecting hypothesis 1. In contrast, a significance difference is found for promptness, most valuable for the online channel, supporting hypothesis 2. Trust too seems to be more valuable online than offline, supporting hypothesis 3. Approachability also has more value in the online channel than in the offline channel, supporting hypothesis 4. Contrary, recovery is significantly more valuable offline, supporting hypothesis 5. Similarly, individual attention has far more value in the offline channel than in the online channel, supporting hypothesis 6.

Furthermore, table 9 shows differences in sequence of value between PSQ dimensions of both channels, based on the sequence in averages of these dimensions. Reliability seems to be the most valuable for both channels. Trust and recovery are also quite valuable for both channels, but for the offline channel recovery has more value and for the online channel trust has more value. Promptness is for both channels reasonably valuable. Approachability is for the offline channel the least valuable in contrast to the online channel where it is more valuable. Finally, individual attention is offline reasonably valuable, while it is online by far the least valuable.

PSQ dimension

Average (sequence) & standard deviation offline

Difference in average offline & online

Average (sequence) & standard deviation online

Reliability 6.31 (0.76) [1] .05 (n. s.) 6.26 (0.89) [1] Promptness 5.29 (1.00) [4] .16 (p < .05) 5.45 (1.03) [5] Trust 5.82 (0.94) [3] .14 (p < .05) 5.96 (1.00) [2] Approachability 4.92 (1.19) [6] .54 (p < .01) 5.46 (1.08) [4] Recovery 6.17 (0.82) [2] .26 (p < .01) 5.91 (0.98) [3] Individual attention 5.02 (1.43) [5] 1.02 (p < .01) 4.00 (1.49) [6]

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4.2

Study 2: Differences in relative value of PSQ dimensions and offline or

online channel preference

Latent Class analysis is done in order to search for the best number of groups valuing PSQ dimensions. Independent variables are the attributes and the measure of the preference of the respondents is the dependent variable. The descriptives of the respondents do not differ significantly across the groups, so these are not used as covariates to predict group membership. Different numbers of groups are created, ranging from the aggregated model to a model with seven groups. For all these models, all parameters of the attribute levels differ significantly across the groups, making it possible to distinguish the groups. Figure 2 represents numbers and a graph of the AWE, AIC, BIC and CAIC of the seven different models. The AWE of the model with five groups (5198) is the lowest AWE of all models, indicating this model as best solution. The AIC (4655), BIC (4802) and CAIC (4846) decline still a bit from the five groups model, but this decline is very small compared with the declines therefore. The groups before the five groups model have a much higher AWE (and AIC, BIC and CAIC), so these models are more thrifty, but have a worse fit. The models after the five groups model have both a lower fit (based on the AWE, measuring more dimensions than the other tests) and a lower thrift. So, when considering the best fitting and most thrifty model, the five group model is selected as the best model.

Figure 2: Test results seven different numbers of groups

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The parameters of the different groups of the five groups model and the level of significance of the parameters are shown in Appendix C. Based on these parameters the attribute ratio per group is calculated. Table 10 gives an overview of the ratios for the model. It also presents the size ratio. The ratio for size is divided over all groups and the ratio for the attributes is divided over the attributes per group. Additionally, since the levels with higher attribute parameters are more valued than the lower attribute parameters of that attribute, the highest level parameter per attribute is noticed, assuming that these are high perception/ offline channel. As one can see, for this model the groups participate quite equally.

Table 10: Ratios and levels group specifications (levels: high perception/ offline channel; * low perception/ online channel)

The group ratios of the five groups model as shown in table 10 are presented as graph in figure 3. The attributes with higher ratios are more preferred and thus more valuable for respondents. Respondents mainly focus on these attributes. Based on the level specifications in the table (and a more detailed specification in Appendix C) one can see which PSQ dimension perception and channel is most preferred. Group one primarily focusses on reliability and recovery and this group has no real channel preference, but is slightly inclined to the online channel. Approachability is the least valuable for this group. Group two chiefly focusses on trust, has no real channel preference, but is also inclined a bit to the online channel. The remaining PSQ dimensions are somewhat valuable for the group. Group three strongly favors the offline channel and most focusses on recovery and, some les, on trust. The other PSQ dimensions are less valuable for this group. Group four enormous focusses on recovery and this group has a negligible preference for the offline channel. Promptness and reliability are the least valuable PSQ dimensions for this group. Group five mainly focusses on reliability and has a slight Group specification

Groups

1 2 3 4 5

Size (ratio groups) .23 .22 .19 .18 .18 Attribute (ratio per group and )

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preference for the offline channel. The other PSQ dimensions are somewhat valuable. Please note the low level indication of approachability for this group, making this dimension slight valuable.

Figure 3: Relative value PSQ dimensions and channel preference different groups

Furthermore, the descriptives of the respondents are used to describe the groups. Table 11 gives an overview of the figures for these groups. Age and amount of money willing to spend on an MP3/4 player are presented in averages. Ratios are given for gender, level of education and level of online purchasing. The ratio of gender is divided over men and women per group and the ratios of level of education and level of online purchasing are divided over the corresponding levels per group, assuming that men and women and the different levels participate equally. The figures indicate that in group one nearly everyone purchases products online. Group two has no specific characteristics compared to the other groups. The average age in group three is somewhat higher than in the other groups and these customers not often purchase online. The people in group four would spend the least amount of money on an MP3/4 player and in this group everyone purchases products online. Lastly, in group five most people are highly educated.

33 Group descriptive

Group figures

1 2 3 4 5

Age (average in years) 33 34 42 39 32

Gender (ratio men/ women) Men Women .36 .64 .60 .40 .49 .51 .46 .54 .59 .41 Level of education (ratio levels per group)

LBO/ VMBO HAVO/ VWO MBO HBO WO .05 .18 .33 .23 .21 .42 .13 .14 .12 .19 .22 .12 .34 .17 .15 .14 .21 .12 .33 .20 - .43 .08 .23 .26 Level of online purchasing (ratio levels per group)

Never Sometimes Often .01 .49 .50 .43 .22 .35 .58 .28 .14 - .52 .48 .31 .31 .38 Amount of money willing to spend on MP3/4 player (average in €) 83.- 87.- 88.- 55.- 85.- Table 11: Figures group descriptives

To be better able to recognize the different groups, the groups are named. The name describes the most valuable attribute(s) for a group. Names and short descriptions of the groups are represented below.

Group 1 Reliable repairers

Description Experienced online purchasers and focus on reliability and recovery

Group 2 Trustees

Description Common customers and focus on trust

Group 3 Offline purchasers

Description Older customers with a strong preference for the offline channel and focus on recovery and, some less, on trust

Group 4 Repairers

Description Price conscious experienced online purchasers and enormous focus on recovery

Group 5 Reliability ones

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5 DISCUSSION

Online shopping is increasingly important nowadays (O’Hara, 2005). It differs enormously from offline shopping (Pavlou, 2002), especially concerning time issues (Meuter et al., 2000) and risks (Njite & Parsa, 2005). The factors influencing the choice when choosing one channel over the other form a topic asking for investigation (Wu & Chan, 2011). With more specific information, opportunities online are the fine tuning of strategic implications for business processes, the integration of online and offline businesses, and a more oriented marketing strategy (Rowley & Slack, 2001). Furthermore, when offline retailers understand the threat that online business form for offline business, the offline business is more able to sustain. For channel choices PSQ is especially important because of its key value in purchase processes (Wu & Chan, 2011). PSQ is used to provide an entire evaluation for products (Parasuraman et al., 1988). Providing high service quality results in successful industries (Rudie & Wansley, 1985) in where pre-purchase, purchase and post purchase support all are sufficiently relevant (Njite & Parsa, 2005). Many marketers emphasize PSQ for further investigation (Wu & Chan, 2011). Whereas Wu & Chan (2011) only found a difference between the offline and online channel based on PSQ in general, this study focuses on dimensions within PSQ for more specific information. Detailed information about PSQ makes it possible to reveal a more complete understanding of marketing implications and to get more focus on specific PSQ dimensions when operating offline or online (Peterson et al., 1997). Furthermore, because of the rising influence of customers, delivering superior service quality is essential to survive now (Parasuraman et al., 1988). Moreover, retailers of goods sell many equal products and have to differentiate with service quality. Different values for PSQ dimensions give retailers the ability to focus on specific values and to create a dominant position in the market (Aaker & McLoughlin, 2007). For retail business, this study investigates the differences in value of PSQ dimensions between the offline and online channel and differences in relative value of PSQ dimensions and the offline and online channel between groups of people.

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have to wait in line (Maister, 1985). With respect to the relative value of PSQ dimensions, promptness is reasonably valuable for both channels. Additionally, trust is also found to be more valuable for the online channel than for the offline channel. This is in line with existing research suggesting trust in the online channel to have certain risks, making customers more cautious. Customers have restricted information about the retailer (O’Hara, 2005) and the ability for the retailer to create trust is short (Jarvenpaa & Tiller, 2001). Fraud issues (Parasuraman et al., 2005), unknown costs (Jacoby & Kaplan, 1972) and privacy issues are a big concern for many customers (Featherman & Pavlou, 2003). For both channels, trust is relatively quite valuable, but for the online channel some more than for the offline channel. Furthermore, approachability too is found to be more valuable online than offline in line with other researchers who state that the online shop provides consumers to make decisions from anywhere at any time (Meuter et al., 2000). This while stores offer limited service hours (Meuter et al., 2000) at limited locations (Lovelock & Wirtz, 2007). For the offline channel approachability is the least valuable of all PSQ dimensions. For the online channel approachability is relatively reasonably valuable. Retailers can best focus on the dimensions promptness, trust and approachability when operating online, since these dimensions are more valuable in the online channel than in the offline channel.

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weak (Parasuraman et al., 2005). Moreover, online retailers, in contrast to offline retailers, lack social cues (Jarvenpaa & Tiller, 2001). Offline, individual attention is compared to the other PSQ dimensions reasonably valuable. Individual attention online is by far the least valuable of all PSQ dimensions. When operating offline, retailers can best focus on recovery and individual attention, since these dimensions are more valuable offline than online.

Customers do not distinguish between the value of reliability online and offline. One might think reliability is less valuable for offline shoppers, since they can control and experience products themselves (Alba et al., 1997) and get all information about the features of a product (Peterson et al., 1997). This in contrast to online purchases, where customers should wait till the product arrives, with the risk that the product is harmed or damaged, or does not meet the performance requirements originally intended (Jacoby & Kaplan, 1972). However, features can be evaluated with readily available information, making the Internet a useful communication channel (Peterson et al., 1997). Moreover, the Internet is increasingly able to offer perceptual experiences. Detailed and consistent information, sounds, and pictures enhance the communication for products (Alba et al., 1997). This possibly reduces the gap between the value of reliability online and offline, resulting in similar value for both channels. Nevertheless, reliability seems to be the most valuable dimension for both channels. This is confirmed by Parasuraman et al. (1988) and Parasuraman et al. (2005) who both indicate reliability (fulfilment) as most valuable dimension.

Differences in relative value of PSQ dimensions and offline or online channel preference between groups of people are also discussed. Five different groups are found in this study. These groups have no strong channel preference, except for group three, and a little for group five. The

Reliable repairers (group 1) focus on reliability and recovery. The Trustees (group 2) focus on

trust. The Offline purchasers (group 3) strongly prefer to purchase offline and focus on recovery and, some less, on trust. The Repairers (group 4) extremely focus on recovery. And the

Reliability ones (group 5) focus on reliability and have a slight preference for the offline channel.

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managerial implications for reliability, recovery and trust are represented for the offline and online channel.

PSQ dimension Managerial implications

Reliability

Offline Fulfill promises made with customers.

Online Fulfill promises made with the customer. Give detailed and consistent information and demonstrate sounds and pictures. Be truthful about products and delivery. Take care of completeness of products in the whole process till delivery. Handle product returns well. Have ongoing maintenance on the site, making the whole purchase process working well. Recovery

Offline Be always available in case of problems, create time to answer questions of customers and resolve problems quickly and adequately. Guarantee for unsatisfying products. Inform customers during the process, especially in case of faults.

Online Have a customer service available and display contact information clearly on the site. Give quick response in case of problems and resolve problems fast and adequately. Give instructions and compensation by unsuccessful transactions. Compensate for products not arriving on time. Guarantee for products not being what they should be. Have good options for the return of products. Let customers track their purchase and tell them exactly when a service will be fulfilled, especially when things went wrong.

Trust

Offline Have a trustful purchase process and trustful salespersons in being and radiation.

Online Give clear, complete and trustful information, especially financial information. Offer different options for paying, purchasing and distribution. Give financial security and protect personal information. Make tools available as product reviews, online communities and blogs and show true reactions.

Table 12: Managerial implications most valuable PSQ dimensions

Please note that focus on a specific dimension of PSQ does not mean that other dimensions are still not important anymore. All dimensions are important to pay attention to, but between groups, some PSQ dimensions ask more consideration than others do.

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Another similarity in the results is that the Offline purchasers never or sometimes use the online purchase channel, which matches with the fact that they have a strong preference for the offline channel. Moreover, the most valuable PSQ dimension for this group is recovery, in line with the results of the relative value of PSQ dimensions in the offline and online channel, indicating recovery to be most valuable for the offline channel.

In addition, the value of the PSQ dimensions for the offline and online channel described earlier, could help offline and online retailers implicate furthermore, especially when groups have no or somewhat channel preference. For the most valuable PSQ dimensions of both studies (reliability, recovery and trust) some implications are done, except for reliability since this dimension is valuable for both channels. The groups for which recovery is most valuable (Reliable repairers, Offline purchasers and Repairers) might be most valuable for offline retailers. This matches the preferences of customers in study two (except for the Reliable

Repairers who have a slight preference for the online channel). The group for which trust is most

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6 CONCLUSION AND LIMITATIONS

This study finds different results for the value of PSQ dimensions in retail business. To begin, five of the six hypotheses are confirmed, indicating promptness, trust and approachability to be more valuable online, and recovery and individual attention to be more valuable offline. Only reliability is not found to have distinctive value for both channels. Furthermore, the relative value of the PSQ dimensions mutually shows reliability, recovery and trust to be most valuable for both channels. Additionally, five distinct groups valuing PSQ dimensions and the offline and online channel are found, where reliability, recovery and trust are also the most valuable over the groups. The Reliable repairers focus on reliability and recovery and the target group consists of experienced online purchasers. The Trustees focus on trust and the target group consists of common customers. The Offline purchasers strongly prefer to purchase offline and focus on recovery and, some les, on trust, and the target group consists of older customers. The Repairers enormously focus on recovery and the target group consists of price conscious experienced online purchasers. The Reliability ones focus on reliability and slightly prefer the offline channel, and the target group consists of highly educated customers. The groups cover segments of nearly the same size.

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41 APPENDIX A

Scales for evaluating PSQ dimensions based on 7-point Likert Scale

Nu volgen er nog een aantal uitspraken waarvan je aangeeft in hoeverre je de uitspraak belangrijk vindt. Bij niet belangrijk vind je de uitspraak totaal niet belangrijk en bij heel belangrijk vind je dit dus wel of je kiest ergens daar tussenin.

Hoe belangrijk zijn de volgende items voor jou bij het kopen van een MP3/4 speler ONLINE? 1. Goede bereikbaarheid van site

2. Geen oponthoud tijdens aankoop 3. Hulp ontvangen bij aankoopkeuze 4. Altijd en overal toegang tot site 5. Efficiënt aankoopproces

6. Zekerheid dat je krijgt wat gesuggereerd wordt 7. Vertrouwen hebben in de site

8. Garantie krijgen bij eventuele problemen 9. Advies krijgen bij aankoop

10. Je veilig voelen tijdens de aankoop 11. Geen wantrouwen hebben in de site 12. Individuele aandacht krijgen

13. Aanwezigheid van klantenservice bij evt. problemen 14. Zekerheid dat het product niet anders is dan gedacht 15. Makkelijk toegang tot de site

16. Snel aankoopproces

17. Zekerheid dat het product is wat je verwacht 18. Zekerheid dat eventuele problemen opgelost worden

Hoe belangrijk zijn de volgende items voor jou bij het kopen van een MP3/4 speler in een WINKEL? 19. Goede bereikbaarheid van winkel

20. Geen oponthoud tijdens aankoop 21. Hulp ontvangen bij aankoopkeuze 22. Altijd en overal toegang tot winkel 23. Efficiënt aankoopproces

24. Zekerheid dat je krijgt wat gesuggereerd wordt 25. Vertrouwen hebben in de winkel

26. Garantie krijgen bij eventuele problemen 27. Advies krijgen bij aankoop

28. Je veilig voelen tijdens de aankoop 29. Geen wantrouwen hebben in de winkel 30. Individuele aandacht krijgen

31. Aanwezigheid van klantenservice bij evt. problemen 32. Zekerheid dat het product niet anders is dan gedacht 33. Makkelijk toegang tot de winkel

34. Snel aankoopproces

42 APPENDIX B Fractional factorial design

Fractional factorial design Choice Based Conjoint analysis

Profile Reliability Promptness Trust Approachability Recovery Individual attention Channel

43 APPENDIX C

Parameters five groups model

Parameters group specifications different groups of five groups model (p < .01; * not significant) Group specification

Parameters 5 groups model

1 2 3 4 5

Intercept