Effects of Customer Service Quality in Online Retail Stores

Competitiveness has intensified among online retailers, leading organizations to seek new ways to maintain competitive advantage in products and services. The quality of customer service is considered a critical aspect for organizations, due to the impacts that have on the relationship with consumers, so it is important to study the antecedents and consequences of customer service quality. Therefore, this study identified customer service customization and customer service advertising as antecedents of customer service quality. As consequences of customer service quality, this research identified satisfaction, trust and loyalty. In this sense, this research collected a sample of 176 consumers of online shops of electronic products that sought to test the research hypotheses through the methodology PLS-PM (partial least squares - path model). In this context, this study identified that the quality of customer service promotes satisfaction and confinement of individuals leading them to have loyalty to the online shop. Moreover, brands should customize the service according to customer preferences and also advertisement.