TY - JOUR

T1 - Metaverse retail-service quality

T2 - a future framework for retail service quality in the 3D internet

AU - Gadalla, Eman

AU - Keeling, Kathy

AU - Abosag, Ibrahim

PY - 2013

Y1 - 2013

N2 - 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.

AB - 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.

KW - Collaborative Virtual Environments (CVEs)

KW - Metaverses

KW - Metaverse retailing

KW - MR-service quality

KW - avatars

KW - Second Life

KW - critical incident technique (CIT)

U2 - 10.1080/0267257X.2013.835742

DO - 10.1080/0267257X.2013.835742

M3 - Journal article

VL - 29

SP - 1493

EP - 1517

JO - Journal of Marketing Management

JF - Journal of Marketing Management

SN - 0267-257X

IS - 13-14

ER -