Tangibles

It can be suggested that the tangibles dimension is influenced by ease of use and visual appeal based on the structural and graphic design of the site. Design factors that influence this variable are described later in this chapter. The importance customers attach to these different aspects of service quality is indicated by the compilation in Table 7.6 which considers the reasons why customers return to a site.

Table 7.6 Ten key reasons for returning to site

Reason to return

Percentage of respondents

1 High-quality content

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