KEY MIXES SERVICE QUALITY IN ONLINE PURCHASES (B2C) ON RAJA COMPANY

Today, in competitive markets, marketing strategies, trading and development platform for buildingand improvement of online trading on customer- centered organizations, importance for managerslocated in strategic companies. So, remarkable growths of developed countries from developingcountries have done to create beds B2C E-commerce.Therefore, appropriate and targeted research, the implementation process will be facilitated inorganizations. Therefore, in this research, Raja Company were selected, the largest online ticketservice organization in the field of B2C transactions, which has been allocated the largest domesticand international. Thus, the key first step mixed service quality with regular reviews and interviews in online shopping for these companies were identified and then, tested the validity and reliability, andCustomer attitudes to online shopping were analyzed by100 reliable questionnaires collected. Results show that, quality website services, previous internet purchases, system security and computer self efficiency are considered in motivating customers B2C service quality factors. Ranking service quality indicators showed: customer attitudes to online purchases in the most important quality in the company and identifying priorities can also create a suitable vision to change the company competitive with joining the WTO, market share, competitive advantage also maintain on online purchases.

کلیدواژه ها:

Website quality ، computer self efficiency ، customer prospective to online purchases ، RAJA CO ، B2C