Exploratory study the antecedents of C2C e-retailing service quality: Taobao.com as an example

Service quality has been shown to promote customer loyalty and retention which is important to any retailer, including C2C e-retailing retailers. At the same time, the antecedents of C2C e-retailing service quality have a critical influence with service quality. This paper explores the initial factors of the antecedents about C2C e-retailing service quality based on the C2C Taobao.com through QQ temporary discussion group and in-depth interviews. The research result suggests the antecedents of C2C e-retailing service quality have customer-oriented behavior, customer-oriented attitude, self-efficacy, customer demandingness, customer-qualification skills, expertise and learning effort seven factors. At last, we conduct statistical investigation analyses to test the reliability and validity of the antecedents of C2C e-retailing service quality.