Customer perceptions of e-service quality in online shopping

Influence dimensions of service quality in online stores(website design, reliability, trust, personalization, responsiveness) on the overall service quality, customer satisfaction and customer's perception which lead to purchase intentions,was reviewed.
descriptive (type of survey) study, society is people who have experienced online shopping. Sampling method was simple random sample, and sample volume was 385 person. Data collection tool was a questionnaire, and Cronbach's alpha coefficient and Lisrel software is used For analyzing.
Research: results website design and Personalization in online store, have not influence on purchase intention. Trust, reliability, and responsiveness in an online store positively influences purchase intentions. Research Limitations non- cooperation some online shops for insert questionnaire in their stores, and Notcommonly online shopping among people. Managerial Implications Managersof online stores to set up an online shop mostly focused to put customer's confidence. Recommended to administrators of online stores is more attentionon thesecurity oftheir ownsaleswebsite.
Originality: Value All stages of the research on the web and have been done online form.