E‐service quality: a model of virtual service quality dimensions

TLDR

Service quality is increasingly recognised as a critical factor in electronic commerce, and because online product comparison is costless and easier than traditional channels, it becomes the key determinant for e‑commerce success. The study proposes a conceptual model of e‑service quality determinants, identifying incubative and active dimensions aimed at boosting hit rates, stickiness, and customer retention. Using exploratory focus groups, the authors delineate the incubative dimension—ease of use, appearance, linkage, structure and layout, and content—and the active dimension—reliability, efficiency, support, communication, security, and incentives. The paper presents the importance and implications of each determinant within the proposed model.

Abstract

Service quality is increasingly recognised as an important aspect of electronic commerce (e‐commerce). Because the online comparison of the technical features of products is essentially costless, feasible, and easier than comparisons of products through traditional channels, service quality is the key determinant for successful e‐commerce. A conceptual model of the determinants of e‐service quality is proposed and discussed. Given the exploratory nature of this research, focus groups are used to investigate e‐service quality dimensions. It is proposed that e‐service quality has incubative and active dimensions for increasing hit rates, stickiness, and customer retention. The incubative dimension consists of: ease of use, appearance, linkage, structure and layout, and content. The active dimension consists of reliability, efficiency, support, communication, security, and incentives. The importance and implications of each determinant are presented.