Metaverse retail-service quality:a future framework for retail service quality in the 3D internet

Gadalla, Eman and Keeling, Kathy and Abosag, Ibrahim (2013) Metaverse retail-service quality:a future framework for retail service quality in the 3D internet. Journal of Marketing Management, 29 (13-14). pp. 1493-1517. ISSN 0267-257X

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This study argues that service quality in retailing in 3D Collaborative Virtual Environments (aka Metaverses) is distinct from service quality in the more familiar 2D, mainly menu-driven, web internet store (e-SQ) and conceptualises the determinants of Metaverse Retailing service quality (MR-SQ) through a combination of focus groups and Critical Incident Technique with current users of Metaverse retail stores. The emerging set of four overarching determining elements of MR-SQ includes customer service, product dimension, store dimension and a 3D platform dimension. While some of these features are found in 2D e-SQ others are unique to MR-SQ such as human contact, emotional expressiveness, virtual trial and fantasy products, in addition to the 3D platform features. Thus, the CVE/Metaverse context presents opportunities for retailers to enhance social experience, responsive service and creative co-production opportunities. The study provides a framework for guidance for retailers to improve service quality in 3D Metaverse stores, as well as for future research.

Item Type: Journal Article
Journal or Publication Title: Journal of Marketing Management
Uncontrolled Keywords: /dk/atira/pure/subjectarea/asjc/1400/1406
Departments: Lancaster University Management School > Marketing
ID Code: 72354
Deposited By: ep_importer_pure
Deposited On: 05 Jan 2015 13:18
Refereed?: Yes
Published?: Published
Last Modified: 01 Jan 2020 09:01

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