How do Chinese and Saudi Customers Perceive Online Service Quality? A Comparative Study

Abstract

This study has two main objectives. The first one aims to examine the service quality of websites offering services using E-S-QUAL (Online Service Quality) and ERecS-QUAL (Online Recovery of Service Quality) models in two markets: China and Saudi Arabia (KSA). The second one is to compare the online service quality of websites offering services in China with that of KSA in order to identify cultural variations. For the purpose of this study, a survey was conducted in China and KSA. A total of 550 customers who were using online services like websites, portals to carry out online purchases, are identified in both countries and are asked to fill the questionnaires.