Quality Demand for Online Bookstores
Purpose: This study distributes questionnaires to the consumers of the online bookstore C, and according to Importance-Performance Analysis (IPA), it recognizes the demand for quality improvement of the online bookstore C. Design/Methodology/Approach: From the perspective of consumers, in this study, the customers fill out the experience to purchase products on the online bookstore C. Through Importance-Performance Analysis, this study analyzes the problems of the online bookstore C for further improvement. Findings: Based on the result of the questionnaire survey, It is suggested that the manager of online bookstore C should reinforce the speed to meet the customers’ needs (including products and services) and improve the webpage design of the website to allow the customers to find the products and services needed easily. It is also suggested that online bookstore C should regularly learn about the consumers’ needs by customer surveys to provide better services. Practical implications: By Responsiveness, Tangible, Reliability, Empathy, and Assurance, it probes into service quality, and through Importance-Performance Analysis, it explores the difference of customers’ importance and satisfaction with service quality items of the online bookstore C. The bookstore should improve these items to enhance competitiveness. Originality/value. The research findings obtain the services that the online bookstore C should improve to upgrade the service quality.