Perceived service quality in electronic commerce: An initial application to Colombian internet shoppers

The ramping up of services in recent decades, coupled with technological development, has supported the emergence of virtual markets and stable with continued growth potential in Latin America and with high potential for developing the strategy of the organizations that can exploit this new opportunity. This study is an initial measurement of perceived service quality of internet shoppers, a scale adapted to the Colombian reality and making appropriate evidence of reliability and validity. Finally, favorable results are obtained for the scale, where the dimensions of privacy, and range systems are the least valued by buyers.