E‐service quality: comparing the perceptions of providers and customers

Abstract

Purpose This study aims to identify the similarities and differences between the perspectives of providers and customers regarding the important dimensions and attributes of e‐service quality (e‐SQ). Design/methodology/approach Ten criteria are proposed for assessment of e‐SQ in both business‐to‐business (B2B) and business‐to‐consumer (B2C) transactions. Confirmatory factor analysis confirms the validity of grouping these criteria into five proposed dimensions. The e‐SQ dimensions and criteria are then ranked in terms of their importance by a survey of respondents from small and medium‐sized enterprises with experience in conducting e‐business in Greece. The results are compared with selected surveys of customers' perceptions from the literature. Findings The results indicate that the providers' perceptions are in agreement with customers' perceptions with regard to e‐SQ dimensions, but not with regard to specific criteria (items) within those dimensions. The study also finds that providers have similar perceptions of the importance of the suggested e‐SQ criteria in B2B and B2C electronic transactions. Research limitations/implications The findings should be generalised with care if extrapolated to other socio‐cultural settings and specific industries. Practical implications Managers should recognise that there might be differences between their views of e‐SQ and those of their customers. Originality/value This is one of the few studies to have focused on the perceptions of providers in assessing e‐SQ.