Determining Impact of Demographics on Perceived Service Quality in Online Retail

This research starts with a premise, whether significant difference in perceived service quality (PSQ) exist within demographic characteristics of online shoppers, such as education, age, gender, monthly income, occupation and marital status. Web survey has been administered to 308 online shoppers of four most popular e-retailers in India, who have made at least one online purchase in past six months. Hypotheses have been formulated on the basis of panoptic literature review of six demographic factors i.e. education, age, income, occupation, marital status and gender. Kruskal-Wallis (H Test) and Mann-Whitney Test have been used to check difference in PSQ within different demographic factors. No significant difference in PSQ within different demographic factors has been found, except within different occupational categories. Subsequent post hoc test elucidated significant difference within business-service and business-student groups, however there was no significant difference within service-student groups.