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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.

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Abstract

This paper 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). The study identifies and conceptualises the determinants of Metaverse Retailing service quality (MR-SQ) through a combination of focus groups and Critical Incident Technique. A set of four overarching determining elements of MR-SQ was revealed including customer service, product dimension, store dimension and 3D platform dimension. These incorporate some of the features found in 2D e-SQ but importantly the study indicated new characteristics, unique to MR-SQ. The CVE context presents opportunities for retailers in enhancing social experience, responsive service and creative co-production opportunities. It is within these gaps that respondents identified in 2D retailing that current CVEs and the future Web 3.0 hold appealing prospects for enhancing and producing creative and co-operative online retailing service quality (MR-SQ). The study provides a framework for guidance for retailers as well as for future research. Summary Statement of Contribution: The paper establishes new understanding of the determinants of Metaverse Retailing-Service Quality (MR-SQ). For virtual worlds in general and for service quality in particular, this study shows new MR-SQ dimensions, overlapping dimensions with different meanings to MR-SQ compares to e-SQ, and similar dimensions in both MR-SQ and e-SQ.

Item Type: Articles
SOAS Departments & Centres: Faculty of Law and Social Sciences > School of Finance and Management
ISSN: 0267257X
Copyright Statement: This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Marketing Management on 07 November 2013 available online at the above DOI.
DOI (Digital Object Identifier): 10.1080/0267257X.2013.835742
Depositing User: Ibrahim Abosag
Date Deposited: 16 Dec 2015 10:44
URI: http://eprints.soas.ac.uk/id/eprint/21182

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