تقييم واقع جودة خدمة متاجر التجزئة الالكترونية: دراسة مسحية على عملاء متاجر التجزئة الالكترونية في سوريا

Abstract

This research aims to evaluate the reality of service quality provided by electronic retail stores operating in Syria from the customers' perspective, by applying the standardized Online Retail Service Quality (ORSQ) scale developed by Swar & Panda (2021).

The study adopted a descriptive survey methodology, collecting data from a sample of 415 customers who had previously purchased from Syrian online retail stores, using an electronic questionnaire. The results revealed a generally positive perception among customers regarding service quality, with the dimensions of reliability, ease of use, and policies scoring above the neutral average, while the problem-solving dimension scored negatively and statistically significant, marking it as the main weakness.

Qualitative analysis uncovered substantial challenges related to product quality, delivery issues, and weak customer service.

 The results showed no statistically significant differences in perceptions attributable to gender. The study provides practical recommendations for improving electronic service quality in the Syrian market.