• Dr.R.SATHYA

Purpose: The purpose of this study is to measure service quality in online environments which includes functionality of website, order fulfillment, order accuracy, interactive fairness and attitude towards online service providers. The determinants are represented by process quality, outcome quality, recovery quality and attitude which is based on new thinking and designing of service quality measures and addresses challenges of integrating service quality measures. Design/Methodology/Approach: A survey data of 235 online food ordering customers’ were used to test the research model using Structural Equation Model (SEM). Statistical tools were employed for demographic variables to find demographic factors that influence on general buying behavior towards online food providers. Findings: Results reveal that there is a significant positive relationship between process quality (functionality), outcome qualities (order fulfillment, order accuracy), interactive fairness (recovery quality) and Attitude towards Online food service providers. Furthermore the study has attempted to make detailed analysis on demographic factors and general buying behavior towards Online food service providers, which has not been much focused in earlier research and the analysis reveals that there is significant association among demographic variable age and frequency of purchase, marital status and occasion of purchase. MANOVA has been used to analyze interaction effects between age, monthly income of the respondents, amount spent on OFD and occasion of purchase and it has been found that there is significant interaction effect between age and occasion of purchase. Finally the study has found that there is a need for websites to appeal to universal consumers’ speaking other languages, a new construct was measured in this study. The marketing strategies can be formulated based on segmenting the market on age, frequency of purchase and occasion of purchase. Overall, the study provides valuable insight for carrying out online food services successfully. Research limitations: The study has been conducted among the population of Chennai; tier II city in India, the findings may have changes based on culture, education and other factors prevailing in other parts of the world. Implications: The study confirms that there is need for appealing to universal consumers’ speaking other language, because food being not only psychological need according to Maslow’s theory, consumers’ always look for trying different item with different taste and consistency, hence the description of food item and the language related to description and ordering of food can be in other languages which will enable variety seeking consumers’ to try new items. Originality /value: The research adds value to scales used to measure service quality for online food providers and the food industry being evergreen with growing demand online food providers are looking for new ways to bring in more consumers’ and the suggestion and findings given in this study may help them to formulate their marketing strategies and carrying their business in the path of success.

Functionality, Order Fulfillment, Order Accuracy, Interactive Fairness, Process Quality, Outcome Quality, Recovery Quality, Attitude, and OFD.

"MEASURING SERVICE QUALITY IN ONLINE ENVIRONMENTS - AN EMPIRICAL STUDY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.8, Issue 6, page no.b296-b313, June-2021, Available :http://www.jetir.org/papers/JETIR2106177.pdf

"MEASURING SERVICE QUALITY IN ONLINE ENVIRONMENTS - AN EMPIRICAL STUDY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.8, Issue 6, page no. ppb296-b313, June-2021, Available at : http://www.jetir.org/papers/JETIR2106177.pdf