E-tail, Amazon.com, since its beginning 30 years ago,

E-tail, as described by the xx, refers to any commercial
transaction sales conducted on the Internet or web-based
application. The purchase of products over online platforms has attained a high
number of customers due to the convenience of making transactions without
having to leave your house.  One of the key elements of any type of
service provided is quality. As
described by (Kenyon & Sen, 2014) Quality is how we describe the value we
perceive in the innate characteristics of a product or the attributes of a
service.

            Consumers
perception of e-tail service quality has been studied in amplitude since online
sales made its entrance as a key element in modern commerce. (Janda, Throcchia
& Gwinner, 2002) assessed in their study the customers perception regarding
online shopping in terms of performance of different aspects of the service. we
can find studies that worry in the need to have specific dimensions for
internet and technology based interactions, given that there are existing and
meaningful and important differences between online shopping and traditional
in-store channels (Parsuraman & Grewal, 2000). Maybe one of the most
important differences between these two types of commerce is than in latter the
most important dimension of quality can be described as human to human
interaction, which we cannot have in the former.

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 It is important to a that dimensionig for online e-tail
quality is developed from the beginning to the end of the transaction,
including information search, website navigation, ordering, customer service
interactions, delivery and satisfaction with the ordered product. There is
increasing pressure to better understand the issue of online quality since, with the consumer
experience, expectations of online businesses are increasing (Prateek, Richa
&Sibongiseni, 2016; Yoo & Donthu, 2001; ). While firms studying the
behavior of online shoppers begin to create a picture of attributes that are
important to online consumers, they largely do not address the issue of
conceptualizing constructs rather than individual attributes. As well, the
validity and reliability of their measures have not been established.

Little commonality exists among the
scales developed for measuring website characteristics important to consumers.
Some scales focus exclusively on the website interface, while others attempt to
measure the entire purchase experience. Researchers have developed attributes
to predict intention to return to the website (e.g., Rice, 2002), satisfaction
with a website (e.g., Alpar, 2001) and intentions to buy from the website
(e.g., Loiacono, Watson, & Goodhue, 2002). Some researchers focus only on etailing sites and on consumers while others
include other types of sites (e.g., news and entertainment) and B2B (Liu &
Arnett, 2000). Thus, the list of attributes found to be import

Amazon.com, since its beginning 30
years ago, developed a fierce strategy too
little by little incorporate in their services any purchase of products
customer could get in ant type of store. It’s no secret that right now Amazon.com
is a dominant force in online retail. What is a surprise, is how year by year
their expected growth is highly surpassed. New data from Slice Intelligence
shows that Amazon took 53% of all of the sales growth of online retailers in
the U.S. last year. Amazon’s North
American sales increased 25.2% in 2016. Meanwhile, the U.S. Census Bureau has
been tracking e-commerce sales growth at around 15.5% through the first three
quarters of the year.

            Online
and offline environments present different shopping experiences even when the
same products can be purchased. Given the importance of consumers points of
view and perceptions, a most important concern that must be address is the
dimensions that are defined as important to customers in assessing e-tail
service quality. So, factors and dimension for measuring service quality for
in-retail cannot be used for e-tail. Most
of the researchers based on e-tail quality focus on singular factors
like website design or portfolio of products through
the need to evaluate a current monster in e-tail like Amazon, to obtain current
dimensions that make online purchases satisfactory to customers.

The purpose of these mixed method
study is to identify the more prominent online service quality dimensions
regarding Amazon’s service in base on United States consumers perception. This
with the drive to confirm the identified major service quality dimensions and
determine the relative importance of each identified service quality dimension
in producing overall service quality. 

This looks to respond to the
following questions.

1.    
What are the of dimensions Amazon’s Service
Quality?

What
value do customers give to each dimension?  
What
are the most influential online service quality dimensions in achieving a
high level of overall service quality as perceived by online customers?
How can
Amzon’s dimensions of quality can be measured?