Proposing a Model for Assessing Service Quality in Online Digital Sales Platforms

Document Type : Research Paper

Authors

1 Ph.D. Candidate in Business Administration, University of Tehran Kish International Campus, Kish, Iran.

2 Associate Prof., Department of Media Management and Business Communication, School of Business Management, School of Management, University of Tehran, Tehran, Iran.

3 Assistant Professor, Department of Business Management, Tarbiat Modares University, Tehran, Iran.

10.22059/imj.2025.380395.1008173

Abstract

Objective: Service quality is vital in securing competitive advantage, fostering sustainable growth, and improving organizational performance—especially within digital platforms. Despite its recognized importance, the concept of digital service quality remains underdefined in existing literature. This study aims to address this gap by (i) identifying the key dimensions of service quality in online sales platforms and (ii) uncovering the specific components within each dimension. 
Methodology: As an exploratory research study, the systematic literature review employed the Kitchenham model to identify relevant studies and establish a theoretical foundation for assessing service quality in online sales. The model consists of three main phases and seven stages: planning, conducting the review, and reporting. The seven procedural steps in Kitchenham’s approach are as follows: (i) formulating research questions, (ii) developing a search strategy, (iii) determining selection criteria, (iv) searching, (v) selecting studies, (vi) extracting and analyzing data, and (vii) ensuring quality control.
Results: A systematic literature review since 1980, filtered by defined criteria, yielded 100 relevant sources using the Caldwell method. Through open coding, key components were extracted and grouped into categories, which were then clustered into three core themes for evaluating online store service quality: infrastructure, design, and trust. These encompass content relevance, responsiveness, credibility, and security.
Conclusion: The conceptual model developed from the identified themes and categories offers a foundation for evaluating online store service quality and may be validated through future qualitative or quantitative studies. Recommended directions for further research include investigating the underlying causes of consumer distrust and assessing the influence of emerging technologies—such as blockchain, crowdsourcing, and artificial intelligence—on the dynamics of service quality.

Keywords

References

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Industrial Management Journal
Volume 17, Issue 4
2025
Pages 160-198

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