Perceived service quality of online sports supplements retail

• Autor(a) principal: Galego, Vasco Mendes Figueiredo Miranda
• Data de Publicação: 2022
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/29380
• topic: E-Service quality; Customer e-loyalty; Repurchase intention; E-service quality dimensions; Sports supplements online retail

Today's world is increasingly competitive, and so companies have to adapt as quickly and as efficiently as possible to changes in their environment. In this sense, it is important to understand what the customers' opinion is regarding the quality of the service provided to them, and from there, to draw possibilities for improvement so that it is possible for the company to differentiate itself from other competitors. Thus, this dissertation aims to evaluate the quality perceived by customers of the service that is provided by a renowned Portuguese company that sells sports supplements through an online platform. To this end, a model proposed by Blut et al. (2016) was used. This dissertation also aims to understand the impact that Overall E-Service Quality has on Customer E-Loyalty and that this in turn has on Customer Repurchase Intention. Additionally, it aims to understand if in this specific industry customers become more demanding with regard to Overall E-Service Quality as the time of use and frequency of purchase increase. This research also aims to understand whether loyalty levels differ across gender and age. For this purpose, two types of studies were developed: Qualitative Study and Quantitative Study. In the Qualitative Study it was concluded, through the sample collected, that it made sense to analyze whether users became more demanding in relation to Overall E-Service Quality to what extent the time of use and the frequency of purchase increase, and also add a question to the questionnaire that aimed to evaluate whether the website lost information from page to page while browsing. In the Qualitative study, statistical tests and analyses were performed, allowing conclusions to be drawn in relation to the objectives of this dissertation. The results suggested that Website Design, Customer Service, Privacy/Security and Fulfilment have a positive influence on Overall E-Service Quality, that Overall E-Service Quality also has a positive influence on Customer E-Loyalty and that Customer E-Loyalty has a positive influence on Customer Repurchase Intention. It was also possible to conclude that the level of Customer E-Loyalty is the same between men and women and also the same across all age groups. Another conclusion of this study was that even with the passage of time of service use or with an increase in the frequency of purchases, the perception of Overall E-Service Quality remains the same.