SERVQUAL (Service Quality) model or service quality gap model is applied to explore the gaps and recognize different factors that result in a difference between expected services by consumers and the actual services being provided by the company.
Service quality is defined as the difference between perceived performance and perceived expectations of consumers It is a critical factor that influence online shopping decisions.
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Consumer behaviour explains the attitudes, intentions and preferences of the consumer prior to their buying which has been closely monitored and exploited by the e-commerce businesses (Akkucuk & Esmaeili, 2016). Online buying behaviour is influenced by multiple factors which depend on consumer needs and their immediate necessities. The difference in online purchase decision on the […]