Conference proceeding
Service quality dimensions of business to consumer e-commerce
PROCEEDINGS OF THE FIRST INTERNATIONAL CONFERENCE ON INFORMATION AND MANAGEMENT SCIENCES, Vol.1, pp.268-274
Series of Information and Management Sciences
01 Jan 2002
Abstract
The key to economic viability for both traditional "brick and mortar" and online stores is service quality. Yet while there is significant research devoted to measuring service quality in a traditional retail environment, due to the newness of the medium, there is a dearth of research addressing service quality in an online setting. Understanding the different service quality dimensions of e-commerce and identifying the relative importance of these dimensions is the primary focus of this study.
This research began by utilizing the well validated instrument for assessing service quality in a traditional retail setting, SERVQUAL. This study sought to assess SERVQUAL's reliability and validity in an online context as well as identify any new dimensions which the SERVQUAL did not contain. In an exploratory manner, this study identified four new aspects based on interviews: (1) lack of annoying banners, (2) online assistance, (3) ease of use, and (4) technical aspects dealing with site security and quick response time. Using a modified testing instrument which included these new dimensions, 204 surveys of experienced e-commerce users where conducted. The study found that the technical aspects of security and response time as well as the ease of use of the web site both increased customer loyalty. Conversely, lack of annoying advertisements and tangibles were of minor importance in predicting both loyalty and trust. It was concluded that service quality has significantly different factors in online stores than in bricks-and-mortar stores and the established SERVQUAL scales need to be modified to reflect these differences. Implications and limitations of the study are discussed.
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Details
- Title
- Service quality dimensions of business to consumer e-commerce
- Creators
- David GefenMilton SilverPatrick W. Devine
- Contributors
- K P Song (Editor)X D Zhao (Editor)B D Liu (Editor)
- Publication Details
- PROCEEDINGS OF THE FIRST INTERNATIONAL CONFERENCE ON INFORMATION AND MANAGEMENT SCIENCES, Vol.1, pp.268-274
- Series
- Series of Information and Management Sciences
- Publisher
- California Polytechnic State Univ
- Number of pages
- 7
- Resource Type
- Conference proceeding
- Language
- English
- Academic Unit
- Decision Sciences (and Management Information Systems)
- Identifiers
- 991019170370804721
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