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.