AN INVESTIGATION OF CUSTOMERSʹʹ EXPECTATIONS FROM THE ELECTRONIC SERVICE QUAL ITY OF CHAIN STORES IN IRAN

The present study attempts to investigate the electronic service quality of Etka’s website (one of the most important chain store in Iran) using E-SQ and E-RecSQ model. The statistical population of this study was Etka’s customers from Tehran and Karaj cities, who purchase online from the website. A total of 500 questionnaires were distributed among the customers and 391 filled ones were gathered. The factors analysis and the findings show that the quality of the services offered on Etka’s chain stores website, have not been able to satisfy customers’ expectations, and the perceived quality was less than the expected quality. Moreover, the results of the present study provide further insight, for managers of organizations, on improving the quality of the offered electronic services in their websites, contribute to organizational superior outcomes.