DETERMINANTS OF PERCEIVED SERVICE QUALITY IN ONLINE MARKETPLACES: A CONSUMER-CENTRIC STUDY

Online marketplaces have transformed retail by shifting consumers’ evaluations
from product-centered attributes to holistic assessments of platform service
quality. This consumer-centric study examines the determinants of perceived
service quality in online marketplaces and how those determinants shape trust,
satisfaction, and repurchase intentions. Drawing on established service-quality
frameworks (SERVQUAL, e-SERVQUAL) and recent empirical work, the study
identifies five core dimensions as central to consumers’ perceptions: website/app
usability, information quality, fulfilment/reliability (logistics & delivery),
security/privacy, and customer support/responsiveness. Additional moderating
influences such as perceived value, reviews/ratings, and personalization are also
considered. Using a mixed-methods approach (survey of online shoppers
combined with exploratory interviews), the study tests a conceptual model that
links service-quality dimensions to perceived trust and satisfaction, and in turn
to behavioural intentions. Findings indicate that fulfilment/reliability and
security/privacy exert the strongest direct influence on perceived service quality,
while usability and information quality contribute indirectly by shaping trust.
Reviews and seller reputation strengthen the effects of information quality on
perceived value. Practical implications suggest marketplaces should prioritise
logistics performance and transparent security assurances, while investing in
clearer product information and responsive customer service. The research
contributes to theory by adapting e-SERVQUAL to marketplace ecosystems and
offering a consumer-centric measurement battery suitable for platform evaluation
and continuous improvement. Limitations and directions for longitudinal and
cross-country validation are discussed.