Measuring quality perception in electronic commerce A possible segmentation in the Hungarian market

Purpose - The perceived electronic-service quality (e-SQ) has become a relevant research area, not only in developed but also in smaller, less-developed countries. The purpose of this paper is to provide a description of an analysis into the relationship of the dimensions of perceived e-SQ and satisfaction as well as WOM intention in case of an online bookstore in Hungary where technical development and internet penetration is emerging; however, it is developing from an economic perspective. Beyond this a potential segmentation is introduced in the Hungarian market. Design/methodology/approach - The direct effect of perceived e-SQ's dimensions on satisfaction and on traditional WOM were analysed using the PLS-SEM method, which was followed by the segmentation approach. The paper also demonstrates differences of the identified consumer segments, using multivariate analysis of variance. Findings - According to the research only the dimension of efficiency and responsiveness have a significant positive effect on satisfaction, and beside these the quality perception of fulfilment has a significant influence on WOM intention. Using the relevant latent variable scores segmentation was conducted and four clusters were identified. Originality/value - Due to peculiarities of e-services, quality measurement needs a constant revision and adoption. Extent amount of research has been dedicated to analyse the relationship of quality and satisfaction, but the direct effect of relevant quality dimensions on word-of-mouth intention is a new research field. Segmenting customers based on latent variable scores of the proposed model has not been conducted before in case of an online bookstore in Hungary. According to the results the evaluation of the technology-based components has the greatest effect on satisfaction and WOM intention. However, web-shops managers should focus not only on online characteristics but also on offline, human-based interactions and the service quality of their delivery partners.