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David versus Goliath - Service Quality Factors for Niche Providers in Online Retailing

  • The aim of this study is to identify the service quality factors by which niche providers can differentiate themselves from market leaders in online shopping and successfully operate long term. After theoretical considerations, a research model was developed and empirically tested. The results show that there are differences in the preferences of niche providers and market leaders, such as importance of website features and the breadth and depth of a balanced product portfolio of customers. In addition, the study shows how individual factors can be analyzed in an online shop and which alternative courses of action can be derived.

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Metadaten
Author: Ines BruschORCiD, Benjamin Schwarz, Rebecca Schmitt
DOI:https://doi.org/10.1016/j.jretconser.2019.05.008
ISSN:0969-6989
Title of the source (English):Journal of Retailing and Consumer Services
Document Type:Scientific journal article peer-reviewed
Language:English
Year of publication:2019
Volume/Year:50
First Page:266
Last Page:276
Faculty/Chair:Fakultät 5 Wirtschaft, Recht und Gesellschaft / FG ABWL, insbesondere Marketing
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