کیفیت خدمات مشتری آنلاین در خرید آنلاین: شواهد از Dangdang.com Online customer service quality of online shopping: evidence from Dangdang.com

1 Introduction Customer service means a series of activities to enhance customer satisfaction [1]. Customer service includes pretransaction service, transaction service and post-transaction service [2]. The current customer service tools include Fax, Mail, hot-line Telephone, Email (response automatic or manually), BBS, Online Help Catalog, FAQ, etc. Customer is a key factor for a company to succeed. Not only products quality, products standard, products price, but also customer services can win valuable customers. The previous study shows that the enterprise which build excellent customer relationship may increase their profits more than 60% [3]. With the rapid development of IT, real-time online customer services (icon-style chatting tools such as QQ, MSN, Google talk, and embedded paged or boxed talk, Blog) are mostly applied in industry and focused by scientists. Online customer service system has become an important tool of online marketing. At the same time, it has also become a basic part to exhibit the enterprise and to interact with visitors. It’s a hot topic to find the key factors which influence perceived online customer service quality. Dangdang.com is a world leading integrated shopping website which invested by Chinese Cowan company, American Tiger fund, American IDG, Luxemburg Cambridge group, Asian Growth Capital Fund. Now Dangdang is one of the most popular websites to buy books. This study lists many factors which influence online service quality and customer satisfaction from previous literature, then explores the key factors which influence perceived online customer service quality in online customer services. The study finds that accessibility, reliability, ease-ofuse/availability, interactivity, responsiveness/efficiency, security/privacy have significant influence to perceived online customer service quality (Table 1).