Abstract

Nowadays in competitive markets, marketing strategies, trading and development platforms for building and improvement of online trading in customer, and oriented organizations are important for managers located in strategic companies. Developed countries compared with developing ones have made remarkable growth of from to create beds business to customer (B2C) e-commerce. Therefore, appropriate and targeted research, the implementation process will be facilitated in organizations. In this research, Raja Company, as the largest online ticket sales service in the field of B2C transactions in Iran is selected. In the first step, key mixed service quality in online shopping with regular reviews and interviews were identified and then tested. The validity, reliability and customer attitudes to online shopping were analyzed by 100 reliable questionnaires. The results show that, quality of website services, prior internet purchases, system security and computer self efficiency, are considered in motivating customers B2C service quality factors. Ranking service quality indicators showed that customer attitudes to online purchases is the most important quality in the company and identifying priorities can also create a suitable vision to change the company competitiveness with joining the World Trade Organization (WTO), market share and competitive advantage also maintain on online purchases.

Key words: Website quality, computer self efficiency, customer perspective to online purchases, business to customer (B2C).