APPLICATION OF E-S-QUAL AND E-REC-QUAL SCALES TO EVALUATE THE EUALITY OF THE AMAZON E-TAIL SERVICE IN CHILE

Abstract

The following work indicates the results of the application of 350 online surveys in the metropolitan region of Santiago de Chile between March 20 and April 20, 2019. Said survey was constructed and adapted based on the scales developed by ( Zeithaml, Parasuraman and Malhotra; 2000), which were applied with the aim of collecting and analyzing the results obtained from the responses of consumers who made purchases through Amazon. The two scales proposed by the authors were applied; ES-Qual or main scale where the evaluated dimensions were: efficiency, system availability, compliance, privacy and the E-RecS-Qual scale that seeks to measure recovery or reestablishment when a customer has problems with the service, for the latter scale the dimensions were measured: perceived value, postsale and loyalty. This allowed us to visualize the perception of consumers as a result of the service provided by this company and thus to be able to visualize opportunities for improvement and growth for e-tailers in the Latin American context.