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Customer perceptions of e‐service quality in online shopping

Gwo‐Guang Lee (Department of Information Management, National Taiwan University of Science and Technology, Taipei, Taiwan)
Hsiu‐Fen Lin (Department of Information Management, St. John's and St. Mary's Institute of Technology, Taipei, Taiwan)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 1 February 2005

52437

Abstract

Purpose

This paper develops a research model to examine the relationship among e‐service quality dimensions and overall service quality, customer satisfaction and purchase intentions.

Design/methodology/approach

Data from a survey of 297 online consumers were used to test the research model. Confirmatory factor analysis was conducted to examine the reliability and validity of the measurement model, and the structural equation modelling technique was used to test the research model.

Findings

The analytical results showed that the dimensions of web site design, reliability, responsiveness, and trust affect overall service quality and customer satisfaction. Moreover, the latter in turn are significantly related to customer purchase intentions. However, the personalization dimension is not significantly related to overall service quality and customer satisfaction.

Research limitations/implications

Future research can use different methodologies, such as longitudinal studies, focus groups and interviews, to examine the relationship between service quality and customer purchase behaviour in online shopping contexts.

Practical implications

This study suggests that to enhance customer purchase intentions, online stores should develop marketing strategies to better address the trustworthiness, reliability, and responsiveness of web‐based services. Online stores can devote valuable corporate resources to the important e‐service quality attributes identified by this study.

Originality/value

This study developed the instrument dimensions of e‐service quality by modifying the SERVQUAL model to consider online shopping context. Moreover, the results of this study provide a valuable reference for managers of online stores, as well as for researchers interested in internet marketing.

Keywords

Citation

Lee, G. and Lin, H. (2005), "Customer perceptions of e‐service quality in online shopping", International Journal of Retail & Distribution Management, Vol. 33 No. 2, pp. 161-176. https://doi.org/10.1108/09590550510581485

Publisher

:

Emerald Group Publishing Limited

Copyright © 2005, Emerald Group Publishing Limited

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