Online consumer behaviour within the broadband industry.

Abstract

The internet has rapidly become a part of an every day experience for the consumer. The rapid expansion of information and communication technologies in daily business activities is the most important long-term trend in the business world. Quality is related to customer satisfaction, retention and loyalty in both the products and service settings and thus quality is expected to be a determinant of online retailer success as well. This study focused on the critical components of the business environment with regard to organizations retention of their customers and maintenance of their competitive advantage within an online environment. The main aim of this study was to determine the effects that customer satisfaction and service quality have on customer behaviour within an online environment. The population consisted of broadband users in the UK and the research instrument used was a questionnaire that was administered to a sample of four hundred consumers at four locations in the city centre of Victoria, London. The findings of this study are similar to previous studies conducted by researchers of service quality. The most important elements that surfaced were what customers require from an online shopping environment viz. reliability and efficiency of the website, correct product descriptions and advertising, accurate delivery times and correct orders. Best practices and recommendations with regard to organizations using past studies and models available as well as the use of strategic instruments to enhancement the organizations viability. It was recommended that organizational surveys be conducted as well as recommendations for empowering and equipping members of staff as well keeping service promises. Research is needed in the examination of inter-relationships among technology readiness, electronic service quality and electronic shopping behaviour of customers as well as research into actions on the Web site that most affect the identified key drivers of revisits or repurchase.